Analysis of Color Use Principles of Product Packaging (3)

Third, the color of the product packaging should meet the characteristics of the use of goods

The color of commodity packaging should be able to attract consumers, and it should have a character that narrows the distance between the consumer and the commodity, that is, it should be able to cause the consumer to have a good impression of the commodity. Psychological research shows that different colors can cause different psychological activities. One scholar once described this as: "The bright red reminds people of the red day. The dark red reminds people of the tainted blood, the green young yellow buds, the dazzling bright yellow like the crazy horn, and the elegant lightness. Violet is the light blow of the hole, and the cold deep purple is the tragic of the nightingale." (The ink painting "Painting Beauty"), the following table shows the different feelings formed by different colors in people's minds, namely, the so-called color psychology. significance

Color association effect red hot, festive, excited, dangerous, bright yellow, bright, immature, impatient, bored blue quiet, deep, serious, cold, green, youthful, life, stability, horror, noble purple, dignified, quiet , sadness, exhaustion, darkness, solemnity, solemnity, calmness, evil, death, purity, purity, peace, emptiness, indifference, simplicity, abundance, depression, ambiguity, dark brown toughness, strength, calmness, depression, unrest

The psychological significance of color affects the consumer's acceptance of the product. In the long-term use of goods, according to the different uses of the goods, consumers will form certain specific requirements for the goods. This is reflected in the packaging of the goods, it will be converted into specific requirements for color, and unconsciously hopes that the meaning of color and Commodity use characteristics are the same. For example, food is used for eating. Color, incense, and wolfberry are the common requirements of consumers for food. As long as people pay attention to food stores, they will notice that most of the food packaging uses bright colors, bright pink, orange, orange and other warm colors, these colors can bring out the smell of food, sweet, powder, smell, Taste and taste. Both give people a sense of expansion, but also show product color, smell and taste. Chocolate, cereal, and other foods use gold, red, and brown to give people a fresh, rich, nutrient-rich feel. Tea is packed in green and gives a fresh and healthy feeling. Cold food and beverage packaging uses blue and white with cool, ice and snow sense to highlight food freezing and hygiene. Alcoholic and alcoholic foods are often elegant and quaint, giving people a physiologically beautiful, mellow feel, and psychologically producing brand-name experiences with a long history. Drugs should use white packaging that represents clean, healthy and reliable. Cosmetics commonly used in yellow, sea blue, milky white, pink and other intermediate color packaging, in order to produce elegant rich, high quality aesthetic effect. For example, seeing the "rejoice" grass green will make people psychologically play the beat of youth; "Pantene" apricot yellow will give people a rich visual association, showing the product "health and shine hair" personality; Haifeisi's navy blue will make people feel like spring breeze, dandruff, and refresh the feeling of fresh and cool.

The color of the goods packaging must be adapted to the attributes of the goods, otherwise it may make people psychologically have a certain level of mistrust on the reliability of the goods. For example, the fan's packaging uses red, orange, black and other warm colors. Reducing its coolness; and packaging of medical products using irritating colors, it will make people feel pressure, increase pain, create fear, give people a "text does not match" feeling. Arms such as the once-hundred-hundred-hundred-hundred-hundred-hundred-hundred-hundred-dollar refrigerators in Hunan province once painted their shells with a ruddy red color. Those who didn’t count on were unaware of the general public’s consumer psychology. The kitchen equipment was generally white, because whiteness gave a sense of cleanliness and hygiene. . This kind of crimson red is used to give the refrigerator a sense of uncomfortable or even unclean feelings associated with blood, thus greatly hindering the sales of refrigerators; and domestic brands such as “Haier” focus on the use of color, and its refrigerators have a harmonious color scheme. Refreshing, giving people close, elegant and harmonious comfort, while greatly enhancing the "Haier" competitiveness in the international market.

(to be continued)