On the Role of Color Design in Packaging and Decorating

As a design language, color is a profound and extensive expression in the field of packaging design. It has more visual impact than packaging and composition. Color has abstract features, is an important element of product packaging design, is the soul of sales packaging, and has become an important means of promoting corporate and product image. Through repeated argumentation in the study, I concluded that there are three characteristics of color design in the packaging and decorating design, namely, the integrity, functionality, and affectiveness of the color design. It occupies an extremely important position in the packaging and decoration design.

We must treat packaging and decoration design as a whole. We must always permeate the whole feeling and understanding in the process of design conception and behavior. The overall relationship of color design can be divided into three main areas: tone, sentiment, and serialization. The so-called main tone is the main tendency of the use of color in packaging and decorating design, like the main melody in music; the main tone must conform to the characteristics of the product, pay more attention to the mood of the design, apply the color design principles to shape the artistic conception and atmosphere of the picture, and associative The color creative donors will have a beautiful visual image, thus forming the overall color perception. Of course, color selection should be based on design, psychology, physiology, and aesthetics. It should make color emotional effects the core of color planning. I think that the importance of color's implied power and association has a powerful influence beyond the shape. If red is used for drug packaging, it is suggestive of nourishing drugs; blue and green are suggestive of anti-inflammatory and heat-clearing drugs. If these colors are used in other packaging and decoration, the blue mood gives people a feeling of tranquility, godliness, and a relaxed and happy feeling. The red color gives people a feeling of enthusiasm and unrestrainedness. Therefore, the mood design is a kind of color concept with a very strong human touch. He pastes it close to nature and people's lives. The serialization of color is the embodiment of CI design in packaging and decoration design. It adopts the same expression methods of the same trademark, standard color, standard font, and color system in the same or different types of products produced by enterprises. Serialized packaging appears as a group image on the shelf of goods, which occupies a large space, has a good overall feeling, and has a strong appeal and visual impact.

People's lives can not be separated from the colors, colors can inspire life and enrich life. Therefore, the functional meaning of color is universal, and the functionality of color can be divided into three types: symbolism, advertising and aesthetics. The packaging and decoration design evokes consumers' desire to purchase through tempting charm and spirituality, which promotes the sales and production of products. This is the ultimate goal of packaging and decoration.

Color is individual, it can communicate with the characteristics of the product, and can help people understand the color through the use of people's ideas and mental associations, and it is used in packaging design. Such colors are called symbolic colors. For example, the packaging of foodstuffs uses a color that symbolizes the kind of food ingredients as much as possible, and produces good results; for example, the packaging of Nestle coffee uses a brown symbolizing coffee, giving people a sense of a strong sense of flavor; , To produce a specific sense of taste, such as sweet pink, lemon yellow, orange and other colors; purple performance of bitter, with red performance spicy and so on. Therefore, it is inevitable that symbolic colors are widely used in the design of commodity packaging.

Modern commodity packaging can be seen everywhere in the market. Although its design is different from advertising design, its role is the same as advertising. Packaging is the product's own salesman. However, to achieve the promotion, the purpose of selling products, and the use of color must be considered. To cater to consumer habits and hobbies, colors are used in packaging and decorating design and play a significant role in advertising, but the color design of packaging and decorating not only promotes the advertising of the product, but also through certain The art form displays its unique charm and gives people a wonderful artistic enjoyment, thus exerting an imperceptible aesthetic effect.

The emotionality of color design is through the personal experience of people's lives, resulting in psychological association, so that the expression of color is greatly enhanced. In the design of packaging and decorating, the rules of color and emotion are skillfully applied, and the temperature sense of color is used to represent the personality and color of different products. Have a certain sense of temperature, red, orange, yellow produce a warm feeling, there is a certain degree of psychological temperature; blue, green and purple produce a sense of cold, psychologically there is a quiet, stable feeling. Packaging design often uses the temperature sense of color to express the characteristics of different commodities, such as electric fans, refrigerators, and air-conditioning equipment. The function of household appliances is refrigeration, and people use cold colors to create cool, cool associations, with cool colors as the main theme of packaging and decoration. Performance of refrigeration equipment. The color of food most people give a warm feeling, and the actual use of these warm colors, it can stimulate people's appetite, so the color of food packaging and decorating most of the red, yellow, coffee and other warm colors as the foundation, you can get good effect.

It can be seen that human beings in a variety of colorful stimuli are also very sensitive to the hobby of color, and therefore psychologically require new color stimuli, and they feel fresh to enjoy, so designers are good at using this The characteristics of color perception, to the packaging and decoration with a new color design, make the company's products come to the fore, is unique in the market, which is what designers must work hard for.

In summary, we clearly understand that the role of color design in packaging and decorating is self-evident.



Author/Sound and body beauty Guo Tongbin