Enter the dazzling supermarket, what is the first thing you see? Is it a variety of forms of product? Is it the name of the brand that was first recognized? No, no, no. The first information that comes into your head is actually color. But what makes you feel strange is that you do not deliberately recognize the different colors, it seems to pay more attention to the text information. But in fact, color is already deep in your subconscious.
Many people know some simple things about color. For example, white gives people a very pure feeling, black gives people a very deep feeling; For example, bright colors are liked by young people and children, very lively, relatively, dark colors will make people feel very calm and mature... In the past, there was a report that many fast food restaurants are mainly decorated in red, in fact, the most important reason is that people are uncomfortable in this color dining environment, so that the customer's stay will not be long, and the number of fast food restaurants will be greatly increased. From this small example we can see how important color is.
The color psychology in packaging design says: "Color has emotional quality and spiritual value, and color always plays a role unconsciously, affecting people's emotions and lives." Usually, the cool colors and warm colors that we talk about are not from the physical real temperature, but the physical light and people's visual experience, and the psychological association formed by a feeling that acts on people's psychology.
In the Munsell color ring, orange is extremely warm, and its counterpart blue is extremely cool. Red and yellow are warm colors, and blue-purple and blue-green are cool colors. Reddish purple and yellow-green are warm neutrals, while purple and green are cool neutrals. In addition to color differences, the same color is also affected by different brightness, purity, and so on.
Regardless of the warmth of the color, different colors will also show a sense of "light" because of the difference in brightness, purity and hue. For example, the printing and packaging of two beverage bottles in the picture below. It is a typical example of the difference in the "weight" of product packaging caused by different brightness. The design of the coffee bottle highlights the thick and aftertaste of the coffee taste, while the packaging of pure water needs to highlight the cool and pure water. I believe that no packaging designer wants customers to think of a cold and pure feeling when they see a coffee bottle, right? !
In addition, different colors will cause people to produce different emotional reflections. Warm colors, such as red, orange, and yellow, make people excited and encouraged, while cool colors, such as blue, blue, and purple, make people depressed and serious. This is the reason why most children's food and supplies packaging is so colorful.
On the contrary, if some products if the use of bright colors will make people feel not stable, elegant, such as many health products now, his customer base is mainly in the middle age relatively mature people, for such a customer positioning, product packaging design must use mature, stable color.
People say that emotion is rich, people can not understand, although the color is not so emotional, but let people feel the feeling is indeed very rich, in addition to the article slightly mentioned warm and cold feeling, light and heavy feeling, negative and excited feeling, as far as the author knows also includes hearing, taste, soft and hard touch feeling. It can be said that every packaging product we usually see is the result of the designer's reference to these experiences as much as possible in the packaging design, and ultimately, consumers can feel the information of the product to the greatest extent through the emotion given by the color when they see these colors. Of course, in the actual packaging design, it is impossible to simply consider the color of this aspect, to integrate all points to design. But, as far as I'm concerned, knowing that the yellow-green and lemon-yellow of an unripe orange gives it a sour taste can count as one of life's little pleasures.
The Munsell color system was created by Munsell in 1905, and the guiding principle of the system is the uniformity of color space. Munsell divided space into three dimensions of hue, lightness, and chroma, also known as Munsell hue, Munsell lightness, and Munsell chroma, respectively. The Munsell system consists of red (R), yellow (Y), green (G), blue (B), purple (P), five dominant tones, and five intermediate tones, yellow-red (YR), green-yellow (GY), blue-green (BG), purple-blue (PB), and red-violet (RP), arranged in a ring. Each hue is divided into 10 other subtones: 1R, 2R, 3R, 4R, 5R, 6R, 7R, 8R, 9R, 10R. So the hue is divided into 100 levels. And Munsell demonstrated that five basic hues (adjusted to have the same Munsell lightness and Munsell chroma) can form neutral colors.
