Color and Packaging (below)

In the process of deduction of the long-standing human habits and social aesthetic consciousness of human society, there is a considerable part of the color, and the application to commodity packaging has been recognized and recognized to some extent. The color of merchandise packaging will stimulate people's physiology and psychology. The ancients talked about “seeing pleasure in the thirst” because people saw the bright colors of the plums in the paintings, which made people psychologically yearn for them and physiologically responded. For example, food packaging, as long as a little attention in front of the food store, will be aware that yellow and red play a major role in almost all packages; pharmaceutical packaging, mostly white, with green, blue or a little red Or yellow; home appliances, often using white, black, silver, dark blue, etc., in some of the color of the psychological requirements of relatively direct product, the use of its color in the packaging formed a unique style in a long time. It is the color of these goods packaging that meets the consumer's physical and psychological characteristics and characteristics, so that consumers can quickly make a decision. Over time, the commodity characteristics of color form its own consciousness and philosophy.
As the commodity characteristics of color are gradually formed subjectively, objectively, self-consciously, and unconsciously, there is a silent communication between the designer and the consumer, and there is an inherent invisibility between a series of colors and goods and packaging. The contact forms a wordless description of the product and, at the same time, meets the aesthetic needs of the consumer.
3 The colors, nationalities and fashions of different countries, nationalities, and regions, due to differences in traditional culture, beliefs, etc., have different perceptions and hobbies. Chinese people think that red is big and good for joy, so the wedding gift will be based on red packaging as the main choice, while Japan is represented by pure white color. The packaging of wedding celebrations is designed around white; in Europe, people live because of The high-latitude area where the sun shines, so it is particularly fond of dark gray blue and deep red. Different countries have different colors, and our favorite red color is considered inferior in the United Kingdom; blue is considered a symbol of “demon” in Egypt; yellow is “death” in Islamic regions, and the Red Triangle In the Czech Republic it is a poisonous sign. The Green Triangle is a free sign in Turkey. The Japanese hate the extreme warmth and coldness. The gold in England symbolizes reputation and loyalty. The Irish love green and vivid colors. The Spanish love black and Italian. Love green, yellow, red, blue and yellow in Sweden on behalf of the national color, should not be used indiscriminately, Australians love green, the Dutch like orange and blue, etc., as long as the understanding of the local conditions, avoid taboo color use, in order to achieve Need effect.
Fashion refers to the popular aesthetic factors in a certain period of time. It also refers to the fashion habits of a certain place and the love of color to the people. Considering the fashion of color, it is generally considering market factors. The influence of fashion on the color of packaging is not changed much. Only the most common in clothing.
4 Color, Consumption, and Sales In the modern consumer market, the color effects in the packaging design of goods have a decisive role in improving the marketability of goods. Successful use of colors can leave consumers with a very deep first impression, resulting in purchases. Desire.
When it comes to designing product packaging, it is necessary to first investigate the shape and color orientation of similar packages, as well as the impression given by the products. With these understandings, in accordance with the principle of product image color, combined with the characteristics of the product itself, and flexible use, it will approach the psychological needs of consumers. In general, when a consumer first touches a certain product, whether or not he has a trust in the quality of the product is often an important factor in determining whether to purchase the product. When a consumer purchases a product, he first conducts a self-research on the appearance of the product to determine the reliability of the product's quality and whether he or she has purchased it. This requires that the packaging designer of the product can design the packaging color that enables the consumer to see the packaging as soon as the product is in view of the product's own characteristics, which will have a psychological resonance with the reliable quality of the product. Of course, among consumers, due to differences in age and region, people’s tastes for color are also very different.
For example, in the three major shampoo brands launched by the US Procter & Gamble Company on the Chinese market, "Rejoice" uses grass green packaging to give people a feeling of youth and highlight their supple personality; "Haifei Silk" uses sea blue to make people feel fresh and cool. The visual experience highlights the product personality of the antidandruff product; “Pantene” uses an apricot-yellow packaging to give people a nutritionally pleasing visual effect, highlighting its shiny product personality. Different consumers will inevitably lead to significant differences in color due to their temperament, age, gender, education, and occupation. Of course, the color science is not marketing, the evaluation of the same color, the conclusion is often not the same. From a marketing point of view, all designs that go with the sales must be in line with the sales strategy, which often breaks through the taboos of color and makes the color design of the packaging more and more ever-changing.
5 Conclusion In summary, the color in the commodity packaging design, due to its unique connotation, role and characteristics, in the marketing of goods, plays the role of silent marketing master, how to better use color, for designers , is a permanent topic.