Method and location of humanized packaging color design Laptop Bag,Briefcase Carrying Bag Compatible Cover,Printable Logo Laptop Gift Bag,Tablet Briefcase Carrying Bag Compatible TAIZHOU ORCHIDLAND IMPORT&EXPORT CO.,LTD , https://www.orchidlandbag.com
Method and location of humanized packaging color design
With the improvement of living standards, packaging has become closely related to our lives, and people's demand for packaging design has become more and more critical and demanding. From the 1980s to the 1990s, humanized design became a diversified period. More compelling focus, and gradually formed an irreversible trend, not only in the packaging structure to give a human design, packaging color design is no exception. The humanized design of packaging color embodies the essential characteristics of “people-orientedâ€. It reflects the respect and care of human nature from color, creates harmonious and comfortable color vision, and is more conducive to human survival and development. Successful packaging is inseparable from the prevailing color beauty, attached to the color of the packaging, not only to promote sales, establish a brand image, but also has the power to call for emotion, forming an important part of the overall aesthetic. As the American designer: Pross said, "People always think that design has three dimensions: aesthetics, technology and economy, but more important is the fourth dimension: humanity."
1 The cause of the humanized design of packaging color
The emergence of the trend of humanized design of packaging color has social and individual reasons, as well as the reasons for the development of design itself.
Brand competition needs
The development of economic science and technology has spurred fierce competition in modern business, and the market brands are numerous. The quality of products launched by various enterprises is comparable and each has its own merits. The competition of the brand finally becomes "Kung Fu is outside," although consumers believe that they still have doubts. You can't "see people by appearance," but you can only explore content from packaging and are willing to choose new and beautiful packaging. Teacher Song Jianming once analyzed in the color theme: "The problem of color design is the image problem. The main task is to solve the color fashion problem of the product." "Color design is like a makeup artist. Changing the person's appearance is not his. Task, this 'hard work' may be the task of the plastic surgeon, but the color designer is using the soft work of the costume.
Color to change its appearance. This is an effective means of increasing investment and increasing the added value of products. "Package color is an invisible key to open the mind of the consumer, and it is also the most important external feature of the product. Its low cost and high added value for the product is amazing, forming an irreplaceable way of information transmission and One of the most attractive design tools.
Consumer psychology needs
The purpose of the design is to meet the physiological and psychological needs of human beings, and the two major needs to become the driving force of human design. The spiritual world of man is a vast and boundless world. The psychological and spiritual needs of people are rich and never-ending. The color of packaging must have a novel feeling to attract the attention of customers. This is caused by the potential internal needs of human beings, the new "bad habits".
Mozi said: "The food will be full, then the beauty, the clothes will always be warm, then the bride will be happy, and then be happy." For the goods, the first thing is that people should get the function of the goods. Physiological needs and satisfaction, and then from the spiritual function of the product can get aesthetic and psychological care, and reflect self-esteem and achievement. As the famous French symbolicist Pierre Jeros said: "In many cases, people are not buying specific items, but looking for trends, youth and success."
Design to develop diversified needs
Throughout the history of modern packaging design, from the promotion of color printing in the 1950s, experienced Victorian packaging color, bright, but slightly light, artificial style, and the early 20th century advocated the absorption of nutrition from nature, oriental culture The Art Nouveau movement, the modernist design movement initiated by Bauhaus after the Second World War, has the characteristics of simplicity, waking up, opposition to decoration, emphasizing functionality and rationality, sweeping the globe, and gradually evolving into a world dominated by the world. Style. Mies van der Rohe proposed that the "1ess is more" principle is architectural design, but the same situation occurs in packaging design. The packaging design of this period is simple, color neutral, Highly functional and non-human, this style adapts to the lack of material after World War II, the rapid development of the economy and the internationalization of business characteristics, and brings great social wealth. But when people are in a monotonous and unmanned environment for a long time, they are tired of this too cold and rational style. In order to adapt to the ever-changing and growing needs of consumers, some designers have begun to abandon the shackles of this design trend. Exploring the pursuit of decorative, changing, traditional, and humane packaging color expressions, post-modernism and other series of designs that emphasize decoration and humanity will be brought to the forefront, constantly appreciating the appetite of consumers and receiving consumers. Welcome.
2 humanized packaging color performance characteristics
1) The unity of color functionality and entertainment
The functionality of the packaging color is reflected in many aspects. There are color usage functions for the purpose of highlighting the specific use value of the product. For example, the red color of the medicine packaging indicates nourishing fitness, the blue color indicates anti-inflammatory and antipyretic, the green color indicates pain relief, and the like; The characteristic color image function, such as spicy food adopts red and black as the image color, and the refreshing beverage uses blue-green as the image color; also distinguishes the different price grades of different series products, the classification and binning functions of different categories of products, and stimulates consumption. Psychological marketing functions, aesthetic functions, and so on. The humanized performance of packaging design color not only satisfies the above functional needs, but also meets the psychological needs of modern people to pursue relaxation, humor and entertainment.
The typical case is based on the popular "only in the mouth, not in the hands" advertising dominates the chocolate market for many years MM's (Mars), in the traditional brown foundation. The red, yellow and green chocolates were introduced, attracting the largest consumer groups. The encouraged MM's connection added orange beans, red beans (return), blue beans, purple beans, each adding a new color. The market sales will continue to rise. According to market research, Mars found that chocolates of different colors are 30% brown, 20% red and yellow, and 10% orange and green. Mars' chocolate beans are also strictly in accordance with this numerical ratio. bag. The chocolate beans in the colorful coats not only reflect the aesthetic function, but also cater to the children's psychology of “playing and playingâ€, and thus MM's has obtained rich returns from the market.
2) Unification of color appeal and emotional demand
The successful packaging color is to actively use the targeted appeals, strengthen the information needed to be transmitted through the performance of color, communicate and coordinate with the emotional needs of consumers, and make consumers interested in the packaging of goods, and promote their production. purchase behaviour. The balance between color appeal and emotional needs is often one of the reasons why consumers are happy to pack because of their favorite packaging.
Coca-Cola is positioned as a Qo for children's juice drinks. It has a market share of 15% in the juice beverage market in 2003, thanks to the light blue cartoon "queer" of the big head in orange juice drinks with similar tastes. The light blue cartoon appeal is unified with the psychological needs of consumers who need to change the warm orange juice packaging. Through the simple blue virtual characters, Q00 Queer is not only an idol in the eyes of children, but also a big friend of all ages. It is fascinating.
3) Unification of traditional color culture and market color
The traditional Chinese color is based on the humanities. The works of art focus on the inner experience of the charm of the gods, advocating the plain, natural and simple artistic conception. Humanized packaging shows the complement of local traditional colors and market colors. Hong Kong's famous designer Qiang Qiang succeeded not only because he had first-class modern design consciousness and mind, but also because he added many Chinese localized contents in the design, such as ink culture and Confucian culture, so that the design works With an ethereal, indifferent oriental ink conception.
4) Unification of designer thinking and consumer psychology
“Design is an activity that serves others.†To design products that make consumers more satisfied, on the one hand, designers communicate with consumers and feedback consumer information. On the other hand, designers themselves are consumers, and they strive to consume. The psychological perspective of the person guides the design thinking and achieves the coordination between the design and the consumer.
3 humanized packaging color expression techniques
3.1 Visual representation
Intuitive performance means focusing on the color of the product itself.
(1) Directly display goods with open skylights and transparent materials
The most intuitive way of expression, consumers can directly get the color perception of the product, the most common are snacks such as biscuits, plums and so on.
(2) Photography pictures
The product is usually represented by a close-up lens to partially represent the whole body, so that the subject color is more concentrated. The selected part is generally dominated by the image color of the product to emphasize the visual experience.
(3) Painting form
Due to the influence of painting consciousness, there are various forms of expression. Modern packaging and painting is more about pursuing a highly visual effect. It is not limited to natural and realistic methods. It is more focused on the publicity of color. It is simplified by color, contrast, induction and exaggeration. Its unique creativity and flamboyant color cannot be transmitted by photography.
3.2 Indirect performance techniques
Indirect performance is a relatively intrinsic expression technique. The product does not appear on the screen, and the material represents the meaning and culture of the product. Some perfumes, bath and wash products that cannot be expressed by direct methods need to be treated by indirect methods, and many packages also use indirect methods to pursue novel and unique color visual effects. There are mainly indirect performance techniques:
(1) Metaphor: The word "metaphor" comes from the Greek metaphora, meaning "conversion of meaning." The metaphor of color in packaging design is not a metaphor in rhetorical sense, but based on product information. It usually reflects higher-level information such as cultural connotation, imagery, psychological feeling and value orientation.
(2) Lenovo: Due to the accumulation of life experience, our response to color will subconsciously consider the related things, this is the association of colors. Lenovo occupies an important position in color design. Accurate color combinations can cause designers, consumers and audiences to communicate and react emotionally and emotionally. The packaging that can express the color of the product is easy to associate with the characteristics and performance of the product.
(3) Symbol: Color in the form of beauty implies the beauty of artistic conception, such as the yellow wall and blue tile of ancient Chinese architecture, showing a solemn, sacred and lofty artistic conception. The core of artistic beauty is symbolic meaning, from "a flower to see the kingdom of heaven, a grain of sand in the world of appearance." The symbol of color often has a group view. It is a psychological structure formed by the long-term accumulation of a nation's history and culture, and is associated with religious consciousness and belief habits.
“Red, green and green, and a picture of Geelyâ€, the Chinese nation is an optimistic nation. It is good at expressing the complete, complete, festive and harmonious cultural characteristics with red, yellow, green and gold, and presents vivid, bright, warm and relaxed visual effects. “China Red†is the most representative national color. The rustic colors such as ceramic glaze, bronze and wood are also very cultural and characteristic, symbolizing the ancient charm and cultural position.
4 positioning of packaging color design
The positioning of the package color can be expanded from the following:
1) Communication of corporate image
Color is part of the brand and it covers almost any media in the corporate VIS. The standard application of logos, mascots, standard colors and auxiliary colors in the VIS system plays a role in propaganda, advertising and sales. Its color must be consistent with the corporate marketing strategy and designed under the guidance of the company VIS. Some packaging creates an atmosphere with a focus on trademarks or brand names, and some packages directly focus on corporate image color, which creates a cognitive connection between color and business: if we see green, we will remember Simbak, mentioning Red will think of Coca-Cola, and yellow will think of Kodak.
2) The appeal of commodity color information
The color of the product image allows the consumer to understand the content of the product. The image color does not refer to the standard color in VIS, but refers to the symbol color of the product. It is the color that best conveys the characteristics of the product, that is, the warm color symbolizes the appetite, and the cool color symbolizes the color psychology. Often the image color of a product is often listed as a "priority use" color. For example, food packaging, because it will be associated with psychological feelings such as taste and smell, so the color of its packaging is very close to the inherent color of the product. Many food packaging directly use physical photography to express the color characteristics of the product.
3) Consumer type positioning
Organize color from the level of consumer objects and their psychological factors. The color psychology of the consumer group is also a sensitive appeal point for packaging color. "Who is my packaging sold to?" With this question, the color psychological expectation of the consumer object can be analyzed to win the recognition of the consumer.
4) Identification of market color
After surveys of similar products in the market, the design is different from the colors of other crystal cards and is easily identifiable in the market. Market research is the basis for distinguishing the color of products from other similar products. However, some color combinations are easy to identify and attractive, but they cannot guarantee that they will be suitable for the characteristics of products and brands. Therefore, we need to consider these four aspects in all aspects. factor.
Regional characteristics of color
The color of the package must be studied in the color preferences of the objects in the consumer area. Generally speaking, ethnic minorities or people in remote mountainous areas like some bright colors such as red and green, especially in the rural areas of the north, due to the lack of wind and sand, indoor lighting, and climate. In the cold, farmers generally prefer bright colors, and the colors should be “foot†and “transparentâ€. Urban residents have enough indoor lighting, but the small area, coupled with the fast-paced life and noise, is easy to fatigue the strong color, so the preference is light, fresh, bright, comfortable color.
Products entering the international market must fully consider the differences in color love between different countries and nations, so that the color of the products is consistent with the local ethnic customs and religious beliefs, in order to win the favor of consumers.
“Design is a discipline closely related to people's needs.†The humanized design of packaging color brings the material spiritual satisfaction and pleasing to the consumers, and feels the high quality life from the color design. This is the packaging. The ultimate goal of color design and humanization is the pursuit of idealization by human beings. It is the never-ending design realm of art life. This highly-designed visual language requires every designer to create a "people-oriented" creation. For comfortable and beautiful products, it is also the goal of eternal pursuit.