[Chinese Packaging Network News] packaging color is the inheritance of the brand family lineage. In the era of marketization, commercialization and branding, visual marketing has become the only way for product packaging design. Visual graphics, information text and brand color are the three major elements of visual performance, and are also an important part of packaging design. As Shida Shiren, Chairman of the Japan Packaging Design Association, stated that “color is the most important thing in branding in packaging designâ€, color has incomparable advantages in graphics and text in communication with people. Therefore, the use of color cannot be used to create a brand image. The missing link.
Heritage brand inherent color
In addition to the hue, lightness, and purity, the packaging color is also related to the overall color and hue of the package, such as a warm red color, a cool blue color, and a gray-based middle color tone. Tendency not only reflects the personality of the ever-changing colors, but also shows the different psychological feelings that the product delivers to consumers. For example, red represents passion and fiery, blue represents coldness and silence, and gray represents restrained and luxurious. Therefore, brand packaging often has its own inherent color, and these colors are widely used in the brand's products, packaging, advertising, display and other aspects, and play a role in constantly deepening the impression of consumers and enhance consumer loyalty.
For example, Coca-Cola Packaging will combine the packaging of Zero Coca-Cola, Diet Cola and Green Cola with the red color of its own brand, and unify the image of its branded products, visually highlighting the “Coca-Cola Redâ€.
Consider the contrast color scheme
Color matching is a carefully considered part of the use of color. The application of color in the packaging area size and contrast adjustment effect, a large area of ​​a single color application can play a long-distance spread visual effects, but through the use of color area size comparison, can adjust the contrast intensity of two or more colors, let The color feel is more coordinated and unifying, and it eases the gap between consumers and products due to the strong color contrast.
At the same time, a good package color can increase the visibility of the package and enhance the sense of layering conveyed by the package color. The properties of color itself determine different colors with different eye-catching levels. For example, red is more prominent than gray, and monochrome is more prominent than multi-color. Such visibility also refers to the contrast relationship between colors. A good contrast relationship can effectively deepen consumption. The visual experience of the person is thus conducive to promoting consumption. The use of interval color and gradient color can effectively enhance coordination and reduce contrast, but it also has the effect of harmonious and rich colors. The common interval colors are mostly neutral black, white, gray, gold and silver; Changes are mostly the same color or adjacent colors.
In addition, the rational use of contrasting colors can also help to deepen consumers' impressions. Contrast colors are not equivalent to accent colors. They are similar in area and contrast in hue brightness. They have strong visual effects, significant publicity functions, and small-scale use helps to enhance Brand activity, enhance consumer visual experience.
Clever use of symbolic colors
The packaging color is a kaleidoscope of product personality. With the diversification of product types and the significance of levels, the color symbolism has been valued by more and more brand packaging. The symbol color is often not directly extracted from the color characteristics of the contents, but is based on consumers' aesthetics, interests, and tastes. Symbolic application of a concept of color.
The symbolic color is mainly used for a certain attribute of a product or a performance with certain special significance. For example, Chinese packaging uses the red color that represents the Chinese nation as the dominant color, while other symbol colors, such as black, symbolize the nature of the source, white symbolizes pure comfort, and green symbolism. Environmental health. The symbolic color is the spiritual supplement and material continuation of the auxiliary color, and is complementary color to the main color and the accent color, and serves as an auxiliary color method for the main color and the accent color.
The symbolic color can enhance the tone level and achieve rich color effects. However, attention should be paid to color, area, and environment when applying color.