The role of color in packaging design

Like other categories in graphic design, packaging design is also the art of problem-solving through words and images. It generates visual ideas and information by creating and combining words, symbols, and images. In addition to giving people a visual enjoyment, it is more important to convey product information and ideas to the audience. Color is one of the most expressive elements in packaging design. Its nature directly affects people's emotions and is the most sensitive form element that can arouse people's common aesthetic pleasure. This article will briefly describe the concept of color language, and discuss the three major effects of using color language in packaging.

     The rich and diverse colors can be divided into two categories, achromatic and chromatic. Colors with chromatic have three basic characteristics: hue, purity, and lightness. Make good use of these points. When people look at colors, they will have associations related to daily life, and then there will be a series of psychological changes, which are the emotions of colors, and these emotions of colors are turned into different signals to the audience. In the packaging design process to be differentiated. For example, the sense of warmth and coldness of color gives people the imagination of a specific situation, the sense of distance and distance of color conveys a sense of space, the sense of lightness of color gives people a sense of visual pleasure or depression, and the sense of softness and hardness of color gives people the imagination of the picture material. In a word, the rational use of color language to convey emotion is a technique commonly used by designers. So what is the significance of color language in packaging design? The following summarizes the three roles of color language in logo design.

1. Increase the appeal to the audience.

The use of color language in packaging design can not only stimulate people's senses, but also enhance the appeal to the audience. For example, many snack food packaging uses orange as the main color, supplemented by adjacent colors of red and yellow, which shows that the color tone is unified, bright and bright, and full of visual impact. Its audience, especially the female group and the children's group, are more likely to be interested in the eye-catching and stimulating warm colors, so it has been greatly welcomed by consumers. Shrinking and expanding colors in the design can make the visual effect of the packaging design better. In addition, when designing, you can use some calming colors to make people feel a sense of pleasure when viewing the work.

2. Enhance emotional communication with the audience.

  Color breeds aesthetic culture in human life, and human life endows color with rich emotional characteristics. Paying attention to the emotional expression of color language in packaging design will help consumers to resonate emotionally with packaging works and make them feel good about the product. The emotional characteristics of color language have formed a set of inherent symbolic meanings in human social practice. For example, red represents auspicious and festive meaning in our country, and is mostly used in gift packaging design; effect of force. What color expresses is not just a feeling, but a language that can cause consumers to interact emotionally with the product. We should fully understand the emotional characteristics of color language and use color language flexibly, so as to help products better convey emotions and stimulate consumers' desire to buy. For example, the packaging design of Wangzai Milk has always been dominated by festive red, supplemented by a cute baby face, with a joyful color atmosphere.

The third is to enhance the theme expression of packaging. Color language is persuasive, and this persuasion is generated by people's experience and associations. For example, blue is the color favored by many technological packaging designs, because technological blue is easy to associate with quality, but also It will eliminate the gap between high-tech products and ordinary consumers, and shorten the psychological distance with consumers. Therefore, the choice of a good color language will make people feel the focus and theme in the packaging design more clearly. The application of color language in packaging also has certain accuracy. Whether the packaging chooses bright colors or gray tones, as long as it is used properly, it will highlight the theme of the packaging.

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