Product Package Design and Consumer Psychology (2)

(III) Colors in Product Packaging Design

The color on the packaging is the factor that affects the most active visual, so the color design of the packaging is very important.

1, total color

The overall sense of packaging color is gorgeous or simple, depending on the total color of the packaging color. The total color tone is directly reflected in terms of hue, lightness, and purity. Such as Ming tune, dark high, fresh tune, gray tune, cold tune, emphasis, weak tune, soft tune, hard tune, readjustment and so on.

2. Area factors

In addition to hue, lightness, and purity, the size of the color area is an important factor that directly affects hue. Color matching first considers the arrangement of large-area colors, and large-area colors have long-distance visual effects in packaging displays. In addition, when the contrast between the two colors is too strong, the area of ​​one of the colors can be enlarged or reduced without changing the hue, purity, and brightness, and the adjustment can be performed.

3, visibility

Visual recognition refers to the clarity of the color hierarchy. Good visibility is very important in visual communication design such as packaging and advertising. On the one hand, viewing the degree of eye color itself, on the other hand, we must look at the contrast between colors.

4, accent color

The accent color is the key color in the total color tone, and is the color used in combination with the area factor and the visibility. It is generally required that the brightness and the degree of constitution are higher than the surrounding colors, and the area is smaller than the surrounding colors.

5, interval color

Interval color refers to the use of another color, such as spacing or sharing, between adjacent and strongly contrasting colors, which can enhance coordination and reduce contrast. The interval color itself is mainly neutral black, white, grey, gold, and silver. If a colored interval is used, it is required that the interval color and the separated color have large differences in hue, lightness, and purity.

6, Gradation

Gradient is a gradual change of color, hue, lightness, purity can be used for gradient changes. Gradient color has a harmonious and rich color effect, and is used more in the color processing of packaging.

7, contrast color

Contrast color is different from accent color, which is the color with similar area and hue contrast. This kind of color has a strong visual effect and is advertising.

8, symbol color

This is a conceptual color that does not directly imitate the color characteristics of the contents, and is symbolically applied according to the common understanding of the consumers. Mainly used for the performance of certain spiritual attributes of a product or the performance of a certain brand of ideas.

9, flag color

The color of the logo mentioned here is not the color of the trademark, but the color used to distinguish the packaging of different kinds or similar products of different varieties.

10, auxiliary color

This is an opposite color to the accent color, and it is an auxiliary color method for the effect of the total color tone or the accent color to enhance the tone level and obtain a rich color effect.