Emotion as a subjective experience and inner feelings of people makes people eagerly hope that they can convey their feelings to others through the appearance of colors, figures, structures, and words. Packaging design is the use of color composition of the image and creative state to convey the designer's emotions, and communicate and communicate with the consumer groups, the designer's psychology will therefore be balanced and happy, thus forming a designer - The packaging works - the emotional interaction of the audience trinity, we can call it design emotion.
Art and design are the creation of human emotions in symbolic form. As the visual physiological phenomenon that inspires people's emotions, the color of packaging plays a common role in real life and in many subject areas. Although packaging design is accomplished through many means and techniques, the unique attributes of color are irreplaceable. Due to the unique psychological effects of color, designers should have the intuitive judgment of color aesthetic value and the ability to use color as a visual language expression technology in the process of packaging and decorating, so as to call it the color emotion of packaging design. .
Although the understanding of the physiological role of color is sometimes abstract and ambiguous, the color emotion it produces can lead consumers to think differently about packaging. As an independent discipline, colorology has its basic laws and attributes. The emotional factors generated on this basis are mainly composed of subjective emotions and objective emotions. Subjective emotions are the emotions produced by the individual's subjective awareness of color. Because of their different ages, nationalities, education, environment, and beliefs, they determine their preference for color. Therefore, it is necessary to consider the preferences and taboos of the main sales targets and sales regions of the goods. Objective emotion is the universal understanding of visual color. That is, it produces the same or similar feelings for a certain color, such as cold and warm, light and heavy, soft and hard, strong and weak, bright and melancholic, excited and calm. The designer always finds expressions that are consistent with the structure of his/her heart and emotional power and conveys his inner feelings. By designing works, emotions are presented and emotions are transformed into visible forms. As Susan Lange's emotion symbol, it mainly refers to the appearance symbol, which consists of points, lines, faces, bodies, colors and textures in the constituent elements. The reason why the pictorial symbols can convey the designer's emotions is that the nature of the various symbols and the state of composition have different visions; This is not only the formal rule of composition, but also the method and principle of emotional expression in packaging design. The color composition in the packaging design is not a simple addition of various colors, but a complete and comprehensive visual image to produce a perfect emotional atmosphere and profound spiritual experience.
In the process of color design, both intuition and creation are needed; in the middle and in the action, rational participation and regulation are also required. In the constant denial and affirmation of rationality, the design thinking will gradually sublimate, and the designer’s emotional tendency will become clear. With the common factors that are recognized by the audience, the selected expressions will be more and more appropriate and accurate, and the color emotions pursued by designers will be fully expressed. For example, in the packaging design work of Hebei University’s School of the Arts, the color of packaging design is determined through the choice and configuration of colors, the interaction between color and color, and the formation of the position, direction, area, and colorful contrast relationship in the color space. Performance factors.
The color of the packaging is designed on the area, and the bright and vivid graphics should be reduced. The dark, dark, and turbid off-color areas should be appropriately enlarged, and the contrast between color and color can be reflected. On the contrary, it is easy to form mutual exclusion and cause the primary and secondary relationship to be unclear. In the color composition of the package, when designing compositions such as heavy and light colors, light and dark colors, and forward and backward colors, the relationship between the positions should be changed to achieve a balance in the visual perception of consumers. The color rhythm in the packaging design is the root cause of the picture melody, and the packaging picture has a spatial color rhythm with the orderly repetition, alternating, and gradual change of colors. The unity of color enables the consumer's vision to achieve a harmonious beauty. The overall color can reconcile the competing or mutually exclusive tension and subordinate to an orderly design theme. The color balance in packaging design is not a physical concept, but rather a visually perceived balance of forces, a psychological balance caused by the distribution of color areas and the variations in lightness, purity, hue, and materials. . In the packaging color design, using color to reflect the cold and warm, taste, etc. belong to the category of feelings; using color to reflect hi, anger, sadness, and music belong to the emotional category; using colors to reflect the abstract elegance, sublimity and taste belong to the aesthetic spiritual category. Together bred the aesthetic taste of color, building a bridge of communication between producers, designers and consumers.
If the color composition of packaging and decoration is only the conscious demand of the designer, it is the designer who is looking for a fresh artistic language and creates a “new and meaningful formâ€. Then, the color innovation of packaging design is more than that. Art does not have to pursue fashion, nor does it have the obligation to lead fashion. However, in the necessities of modern life, the color of packaging and fashion are closely linked. In many social fashion phenomena, the fashion of color is the main position. Packaging design can not only reflect the contemporary social background and economic conditions, but also express the spiritual connotation and aesthetic trend of the times. The color composition in packaging design has a profound humanistic significance.
The packaging design of goods must have the best color visual transmission capability from manufacturer to consumer, create emotional symbols between consumer behavior and product packaging, and answer the information requirements and content proposed by consumers. Tools that convey this method with the best emotional information can effectively influence its function. Design is not simply for the sake of art, but for creating more sales opportunities.