Color Application of Carton Packaging Design (I)

With the increase in people's awareness of packaging, the function of product packaging has undergone a major transformation, not only has the function of protecting the goods and facilitating transportation, but also has the function of sales. Whether a package can really function as a sales function is based on the premise that the package can enable consumers to accept the color and style of the package. If the color lacks a certain attractiveness, even the best design can hardly achieve the silent sales function of the package. There is no need to create a well-coordinated corporate image for the company. In the application of color, Marlboro is a typical case, successfully using the three principles of eye-catching, understanding and goodwill of packaging and decoration design. In terms of color application, the Marlboro cigarette box has a dark red color at the top and a pure white color at the bottom, and the trademark “MARLBORO” uses a striking black color, while the Philip Morris logo on the top of the cigarette box is bronzing. In the image, two The horse guards a golden crown, making it easy to think of the masculine beauty of the western cowboys, giving people a feeling of exquisite luxury that caters to the free, rough and heroic psychological needs of men.

The color of carton packaging The color design of carton packaging and decorating is based on graphics, text and texture. It not only requires beauty, generosity, and satisfy people's perfect requirements, but also should be highly coordinated with people's psychological feelings. Color is a kind of visual experience. Different wavelengths of light generate corresponding external stimuli to people's visual organs. At the same time, different colors will cause people to have different psychological and physical activities, and they will differ according to their age, gender, experience, nationality, and environment. Color has the power to appeal to emotions and is an important part of forming aesthetics. Therefore, in the carton packaging and decoration design, designers should fully consider the different colors of the abstract expression of the law, so that the color can better reflect the attributes of the goods, stimulate consumer desire to buy, to meet the different levels of the target market needs.
1. The cold and warm sense of cold and warm colors is called color, and the cold and warm sense has always been a key factor in the overall design of packaging and decoration. The long wavelength red, orange, and yellow are generally called "warm colors." These colors are reminiscent of the sun and the flames, giving rise to a sense of warmth; while the shorter wavelengths of blue, blue, and purple are "cool colors," making people easily Think of ice, snow, sea, blue sky, etc., creating a cool feeling. In addition, there is the concept of whiteness and darkness, that is, in the same hue, the color will be white and will tend to be cold, and adding black will tend to warm. For example, beverage packaging is often used in cool colors, while liquor packaging is often used in warm colors.
2. From the same distance to observe different colors, people will find that some are more prominent. They are closer; some are retiring and others are far behind. This sense of distance in color helps to arrange the relationship between the theme and the background and make the subject stand out more prominently. It is an effective means to increase visual action. The sense of distance depends mainly on the color brightness and hue, generally warm color near, cold color far; light color near, dark color far; solid color near, gray far; color near, non-color far; contrast strong color near, weak contrast Color far.
3. The light and heavy sense of color comes mainly from people’s feelings about life. It is mainly determined by the lightness of the color. Generally, the lightness with high lightness feels lighter and the lightest with white light; the darkness with low lightness feels heavy and the black is the heaviest; if the lightness is the same, the purity is the standard, the purity is high, the lightness is light, and the purity is Low is heavy; in addition, it is also related to hue, the color of the cool color feels light, and the color of the warm color feels heavy. In the carton packaging design, the lower part of the screen generally uses lightness and low purity colors for stability, while for children's products, it is better to use brighter, higher-purity colors, with a lighter sensation, and a stronger sense of sight.

4. Taste sense The sense of color is mainly expressed in food packaging. For foods, there have been evaluation criteria for “color, aroma, and taste” because the color is easy to express the corresponding taste of food. Different flavors of food, using the appropriate color packaging, can arouse consumers' desire to buy. In the carton design, for the food packaging, the sense of color is of great significance. The sweetness is mainly warm, the warm is sweet, the cold is bitter, the lighter the taste is, the lighter the taste is, the lighter the lower the taste is, the stronger is the purity. High is sweet, low purity is the opposite; the color of most food coloring represents appetite color; those with high lightness and high purity, such as the yellow green color of late mature green apple, are also sour; and various bright color-based perfume colors It gives people aroma. (To be continued)