The Color of Packaging Art (I)

Color composition of packaging and decorating design

All things can not be separated from the color, the earth is a color world, people live in the colors. The color composition of packaging and decorating has its own characteristics. It is compared with the color laws of other painting arts, and has a total of 1 life and its own personality. The color of painting emphasizes on pursuing and depicting the color law of the object consisting of light source color, intrinsic color and environmental color, and pursuing the natural color rule. Painting also speaks realistic colors and decorative colors. The color of packaging and decorating requires eye-catching, strong contrast, strong appeal, appealing power and competitiveness to arouse consumers' desire to purchase and promote sales of goods. The color of packaging and decoration needs to have a strong sense of form and decoration. It is both strong and uniform, and uses both primary and intermediate colors, as well as gold, silver, anodized aluminum, and other materials with strong color effects. In order to realize the purpose of publicizing, beautifying, and promoting the sale of goods, the use of packaging colors must be based on the characteristics of the modern consumer society, the characteristics of the goods, the customary tastes of consumers, the changing trends of domestic and international fashion colors, and other timely understanding and research. Constantly enhance the awareness of color sociology and consumer psychology.

The so-called sense of color is the association and reflection of emotions created by the colors. Although different countries, different nationalities, or different people have different preferences for color, due to more complex objective factors and human physiological, psychological and other factors formed a common understanding of color and reflect together. The solemn black Wine Box packaging; the superb beige rice wine label; the dark blue beverage packaging that makes people feel quiet and deep; and the western red cosmetic packaging that make people think about it, it is really beautiful, really good, it really represents The advanced country's technical level and design level, design style. Compared with the traditional Chinese red and green, the design and expression of the same design style form a stark contrast, and gave a great inspiration to the design of Chinese designers. The "foreign" color relentlessly impacts our inherent customary coloration over the years. This is undoubtedly a color revolution in packaging and decorating. At this juncture, our designers must be confused: First, blindly copying, two. It is rejected. Both of these attitudes are wrong. The essence of national tradition should be inherited and carried forward, and the advanced color laws of foreign countries should also be drawn. Because the design is for consumer services. How to achieve "community" is really hard. It is equally difficult to seek a road that is unique to China and can be advanced in harmony with the world. However, this road is correct. Consistently conservative, it is wrong to absorb foreign individuals and discard them. The Chinese public's likes and dislikes of color are formed over thousands of years. This depends on what class the main service object of the product is. If it is a commodity for the vast majority of farmers, it is still better to have more national traditions.

Color tone

In a picture, it is generally composed of several or more colors. However, the layout of colors cannot be evenly distributed. There are always one or two colors that dominate. Based on this and two colors, a tone of preference is formed. The quality of tonal processing is the test of a designer's professional standards and professional training standards.

1. Vivid colors One by one, the color has a high density, the colors are sympathetic, and the picture is lively, joyful, beautiful, sweet, and vivid. Strong appeal, strong charisma.

The soft colors are low in color and weak in contrast, giving people a romantic, natural, gentle, feminine, simple, elegant, dignified and noble feeling. This color tone is generally more common in cosmetic crystals and pharmaceutical packaging.

3. Clear colors are mostly cold and black and white. Give people a sense of purity, novelty, fashion, free and easy, unpretentious, elegant, noble feeling. This color tone is common in the packaging of tobacco, alcohol, and hardware appliances.

4. The color of black, white and gray is very low, but it has played a role that other colors cannot. Black and white are the extremes of contrast, which can drastically open the rhythm of the picture, and can set off other colors more vividly and brightly. Often used on a large scale, it constitutes a unique theme and is more noble and pure. This hue is used more for chemicals and hardware.

5. Gold and silver color is a metal color. It is the highest value in all colors. It symbolizes wealth, power, and status. It is used in high-end products in packaging and decoration, such as hardcover book binding, noble gift gifts, jewelry packaging, etc. People are noble and rich. Because of their strong light reflectivity, they are often used in contrasting colors and sometimes have a small application area, but they play a role as the finishing touch. Has a strong attraction and sense of resonance.

In the fierce market competition and packaging and decoration are also escalating, many of the packaging materials, including grades of gold and silver (including anodized aluminum), have been used in large quantities, irrespective of grades, to increase printing costs (also known as commodity costs). Instead, it reduced the packaging grade and reduced the "worth" of gold and silver.