Informatization and Consumer Suitability of Packaging Color Design

Into the supermarket, the shelves are dazzling, in order to make the best-selling products, we must first seize the consumer psychology, the goods should have enough stimulus intensity, that is, the color of the outer packaging of the product to attract the attention of consumers. That is: stimulating the sensory organs → attracting attention → stimulating curiosity (that is, a sense of interest) → inducing desires for desires → generating preferences → firming determination to purchase → finally bringing about the realization of purchasing behavior. Therefore, the color design of product packaging is one of the factors that dominate consumer behavior. The color design of packaging directly affects the circulation of the product.

1, color information and emotional function

Color is one of the most important elements for the transmission of visual information. Especially in the era of the development of information society and information technology in industrial society, the role of color is far more than beautification and decoration. Color has an irreplaceable role in other languages ​​and languages. It can transcend different languages, different ages, and different levels of education to express all kinds of information. In addition, due to the fact that colors can also influence people's feelings, different kinds of color designs can have different stimuli effects on people's psychology. This is the function of color information and emotion.

In today's consumer society, the types and quantity of goods are constantly increasing. Although people may choose to use the same function in terms of their functions, there are often differences in the colors. Due to differences in occupations and geographical locations, people will have different tendencies when choosing colors. In addition, differences in consumption levels are also one of the reasons for the diversification of product colors. In addition, changes in the times and changes in consumer aesthetics will put new demands on the color of goods. Therefore, color as a kind of media will have more and more information value and personality value. If we can well grasp and use the "color design" method and means, it will undoubtedly increase the odds of our country's commodities participating in the global circulation.

2, color design must meet different consumer preferences and habits

Different peoples in different countries of the world have different religions and beliefs, and the love and taboos of color are also very different. This must be taken care of in the color design of commodity packaging, otherwise it is a disadvantage. For example, red is accepted by most countries, especially Asian countries such as India, Japan, Syria, and Iraq all prefer red, and China, Hong Kong, and Macao also regard red as a symbol of warmth and joy. However, in Venezuela and Paraguay, red is a symbol of the color of a political party in the country and therefore cannot be used for packaging. Germany also does not like red. The red firecrackers exported to Germany from China were once unsalable. After investigation, it was found that the red color brought insecurity to consumers in Germany. Later, the Chinese export enterprises changed the paper and outer packaging of firecrackers to grey, resulting in a sharp increase in sales.

The following example is also very typical. In the United Kingdom and the United States, gold and yellow symbolize reputation and loyalty, and are therefore the colors favored by men. American taxis are most popular in yellow, and Kodak's films are also known for their yellow packaging. However, in Japan, yellow is immature and sometimes ill or unhealthy, and it is therefore the color of Japanese men. This kind of color preference directly affects the winning or losing of market competition. In the Japanese market, there have been two brands of whisky that competed against each other, one of which was the Japanese-made “Old” whiskey, and the other was the American-made “Kati Sak” whisky. “Aged” whisky has been very prosperous in Japan and its exterior design is dominated by black; while “Kati Sac” has topped the list in the US, UK, and Scotland, and its packaging design is mainly yellow. Before Katie Sac entered the Japanese market, it was already well-known in Japan due to advertising. However, when the two brands of whisky were sold on the market and the competition started, the sales of “old” whiskey did not diminish and they won completely. Why does this result? Is it a quality problem? After investigation, it was found that the reason lies in the color design of the packaging. The appearance of whisky must not only show the image of the wine itself, but also must show masculinity. In Japan, black can best reflect the masculinity of Japanese nationals. The design, publicity, advertising, and other aspects of the "aged" whisky are very clever use of this kind of "Japanese-style" packaging, thus winning the favor of Japanese consumers. While yellow is not favored by Japanese men, almost no yellow-based trademarks and packaging designs are available in Japan. Therefore, the yellow packaging design of “Kati Sak” has suffered from the coldness of Japanese men and has affected sales.

There are many similar examples. For example, blue makes people feel cool, quiet, clean, and pure. It is popular in most European countries, such as Norway, the Netherlands, Belgium, France, and Switzerland. However, the blue is considered by the Egyptians as a demon, and in many Islamic countries it is also considered an unlucky color and resisted. A batch of woolen sweaters produced by a sweater factory in China were returned after being exported to Iraq. The reason is that the sweater is blue, the outer packaging is olive green, and it is a taboo in the color design. Because olive green is the color of Iraq’s flag, it is forbidden to use it on commodities; while blue is considered by Iraqis as a guide to disaster. In this way, due to the inadvertent color design and failure to export, the lesson is profound. In addition, the blue and yellow groups are the national colors of Sweden and are prohibited from being used on the packaging of goods; Brazil and Peru are banned from using purple.

Therefore, the color design of merchandise and its packaging must meet the preferences of consumers so as to gain a firm foothold in the market and achieve success.

3, color design must meet the needs of different levels of consumption, pay attention to the use of the environment

In the 1970s, the American Family Women’s Association had publicly protested strongly to American home appliance manufacturers on the grounds that home appliance manufacturers designed the vacuum cleaner's colors to be too bright (especially red). They think: The family should first have a quiet environment. If a red vacuum cleaner is used in a comfortable environment, it is like having a firetruck running around and creating a sense of insecurity for the user. On the damage. Of course, the last electrical appliance maker adopted the opinions of housewives and changed the color of the vacuum cleaner to beige, light gray, pale camel and other soft colors, which opened the way to success.

Young people are active and like trendy and exciting. Therefore, the goods used by young people can only sell well if they meet their tastes. For example, the Japanese motorcycle designed by Yamaha Company has a very high-speed styling. The silver-gray body has red blocks on the other side, and it is uniquely trendy. It is popular among young men.
Goods and packaging used by young women in Europe and the United States generally prefer elegant and warm colors. In particular, cosmetics, soaps, cleansers, underwear and other daily goods that come in contact with the skin cannot be dark, and can only be white or other elegant. Colors; middle-aged men generally prefer a stable, simple color; and children's products, of course, should choose a lively, bright colors, such as Japan's major benefits industry companies mainly produce children's wardrobe, due to product characteristics, coupled with intense competition in the industry, sales It was very depressed. Then there was a manager’s whim and colored the drawers of the children's wardrobe into five colors. The result was a huge success. Young mothers rushed to buy each other. Dahui’s five-color cabinet won a patent and the company got a lot of speed. The development has become a backbone enterprise.

Color is the first trigger point for communicating goods and consumers. In people's shopping psychology, color psychology occupies an important position. In the process of commodity competition, the color design of the product and its packaging should have a once-in-a-half artistic charm. Therefore, the color design of products and their packaging must meet the psychological needs of consumers of all ages and levels. In the first instant, they should seize their sight and evoke their desire to shop.

4, color design must be unconventional, the courage to pursue fashion

Design is creation, and the essence of color design is continuous creation and innovation. Without new ideas, commodities have no distinctive personality and lack attractiveness. Although the traditional tone of emotional factors has provided good conditions for successful product color design, with the advancement of the times and the development of science and technology, people’s aesthetic awareness is constantly changing. Internationally, popular colors have been regarded as information and intelligence. They are an important means for commodity competition. For example, sometimes simulating nature, sometimes pursuing ancient styles; sometimes pursuing passionate enthusiasm, sometimes loving leisurely elegance. The traditional pattern of color usage has been replaced by trendy fashion colors. Therefore, the color design of goods and their packaging must not only take into consideration the preservation of some ethnic characteristics, but also take into account trends and innovate under both conditions.

5. Concluding remarks

In summary, the color design of goods and their packaging is a double-edged sword. When used properly, it can make products more powerful and rapidly expand sales. However, if it is used improperly, it may fail and cause the company to suffer huge losses. Therefore, when China is about to enter the WTO, it is necessary to discuss and study the color design of commodity packaging.

(Author: Xiamen Xiangyang Printing Factory)