Analysis of the Influence of Color on Packaging Design

Abstract: Packaging is of great significance for commodities. Modern consumers are no longer faced with a single variety of goods, but a dazzling array of products, and even functionally identical products. How do consumers choose and judge at this time? It can be said that apart from the influence of advertising, price and other factors, the packaging of goods is a very important factor. Color plays a major role in packaging design.

Keywords: packaging design color merchandise vision

Packaging is the outer garment of a commodity. Consumers often rely on the constituent elements of the packaging design (including shapes, sizes, color combinations, screen styles, business logos, and composition of characters) to identify the characteristics of the product.

Packaging can be significant for a product. Modern consumers are no longer faced with a single variety of goods, but a dazzling array of products, and even functionally identical products. How do consumers choose and judge at this time? It can be said that apart from the influence of advertising, price and other factors, the packaging of goods is a very important factor. The packaging can not only be shatterproof, moisture-proof and shock-proof, but also easy to transport and carry. It can also convey information on the quality and function of goods, and induce consumers to purchase. The role of inducing purchases becomes particularly important as the mode of sales of goods changes. The status and role of commodity packaging in modern marketing activities is increasingly eye-catching. As visual communication in packaging design, he needs to be visually attractive, produce desired design effects, stimulate people’s interest and attention, communicate product information, and continue to exert great potential to trigger people’s purchase behaviour. To accomplish the above tasks, the color application of packaging design plays a major role.

Color is one of the most important elements of visual communication. This is especially the time when the industrial society develops in the direction of information and information. The role of color is far more than beautification and decoration. Color has a role that other words and languages ​​cannot replace. It can express various information beyond obstacles caused by different languages, different ages, and different levels of education. In addition, because the colors can also affect people's emotions, different kinds of color designs will have different stimuli effects on people's psychology. This is the function of color information and emotion.

When a human visual organ observes an object, the color perception accounts for 80% within the first 20 seconds, and its shape only accounts for 20%; after two minutes, the color accounts for 60% and the shape accounts for 40%; after five minutes, it takes up half . Subsequently, the impression of color persists in human visual memory. The main colors of a good product package will be particularly noticeable, inducing consumers to use color-consistent product packaging, and thinking about the exquisiteness of goods, resulting in a desire to purchase. Therefore, companies should pay attention to the important role of color in the design of commodity packaging, so that when designing the color of commodity packaging, packaging designers should try to design a color that can quickly capture the eyes of consumers in line with the identity of the commodity in order to improve the quality of corporate products. Competitiveness in sales. Smart product packaging designers take advantage of this effect, and design their own personalized colors on the packaging of products to capture consumers' attention in the market.

Pay attention to the role of the color of commodity packaging in promoting sales of goods. 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, making people psychologically yearn for them and physiologically responding. On food packaging, the use of colorful and bright colors such as pink, orange, orange, etc. can emphasize the fragrant, sweet smell, taste and taste of food. Chocolate, cereal, and other foods use warm colors such as gold, red, and brown to give people fresh, delicious, nutritious feelings. Tea is packed in green and gives a fresh and healthy feeling. The packaging of cold foods and drinks uses blue and white with a cool and snowy feeling to highlight food freezing and hygiene. Tobacco and alcoholic foods are often used in elegant and simple colors. Only in this way can the product packaging design continuously improve to a new level and sublimate to a certain new level, so as to play an important and positive role in promoting product sales under market economy conditions.

In the design of commodity packaging, the use of color is very important, because different colors can cause people to have different visual reflections and thus cause different psychological activities. For example, black, red, and orange give people a heavy feeling, green and blue give people a light feeling, so clunky items are lightly packaged, making people feel light and generous; light-weight items are of heavy color. The packaging gives a feeling of dignity and solidity. The American Color Research Center once conducted a test. The researchers packed cooked coffee in red, yellow, and green coffee cups and compared them to a dozen people. As a result, the tasters agreed that the taste of coffee is different - caffeic acid in a green cup, coffee in a red cup, and coffee in a yellow cup. Based on the series of experiments, the experts concluded that the color of the package can influence people's perception of the product. The medicines are suitable for packaging with white-based text patterns, indicating clean, hygienic, and reliable curative effects. Cosmetics are suitable for packaging in intermediate colors (eg, beige, cream, pink, etc.), which means that they are elegant, rich, and of good quality; foods are suitable for use in red , yellow and orange packaging, said the United States and the United States, fine processing; wine suitable for use in light-colored packaging, said the pure and rich, sophisticated production. In addition, it needs to be pointed out that the color patterns of packaging should take into consideration the different preferences and taboos of different ethnic groups, especially the commodities that enter the international market.

In all visual elements such as shape, lightness and texture, color acts more directly on our emotional history. In particular, the color vision image can evoke a very rich non-visual association. Such as taste, hearing and smell, and feelings like or hate, nervous or relaxed. Experiments have shown that the same room temperature red room is usually warmer than the blue room. Time seems to have passed faster too; usually white walls sound louder than dark walls. In general, the color memory of human beings is rather weak, and most of them are remembered by their symbolic meaning. For example, the word "red" can remind us of the fruits of maturity and the "stopping" of traffic signals. Just remembering its symbols is enough. Informal color expressions sometimes appear. For example, people often describe grass as "green" and sky as "blue." In actual fact, the general grass is brown and more than green, and the sky is not always blue. People just remember the appearance of a color as a saturated ideal state.

In the product packaging design element, the color impact is the strongest. The colors used in the packaging of goods will create associations, induce emotions, and change the purchasing psychology.

The experience accumulated in peacetime tells us that color also affects our subjective assessment of size, shape, weight and distance. For example, blue objects tend to be smaller and farther than red objects of the same size and the same distance. Similarly, black packaging is often smaller and heavier than a similar white packaging. In product design, size and weight may be linked to economic value. This subconscious reflection is very important. Because the illusion of this color and size can affect the customer's purchase decision and even the meaning of the item.

The color also has a sub-category function of commodity pricing in commodity packaging. This function of packaging colors is based on the mutual heterogeneity of colors and the customs of color in some countries. This function of color is often used in products of the same brand series. When companies introduce products of the same brand with different price grades, if the same pattern is used in the same color, the hidden label classification will often give manufacturers packaging, merchant sales, especially consumption. Purchasers bring confusion. If you use different packaging colors to distinguish between, such trouble can be avoided. In our country's cultural customs, purple and gold are often used as noble colors, while other colors are used as ordinary colors. Therefore, in China's commodity packaging, when colors are used to mark the same brand series at different price levels, purple and gold are commonly used to indicate higher-priced products. For example, the "Yipinmei" series of cigarettes produced by the Huaiyin Cigarette Factory uses yellow, blue, dark red, gold and other packaging colors to indicate different prices for this series of cigarettes. Among these series of cigarettes, the prices of purple and gold packaging are higher, and the prices of other color packaging are generally or lower. The use of binning function for packaging colors in commodity pricing can bring convenience to manufacturers' packaging and business sales. When consumers purchase goods, they can quickly distinguish the products in the same brand series that they want to buy.

When color fulfills the above tasks in the packaging, and then again and again induces the customer to identify and purchase the product, this color is attached to the product. In commodity packaging design, designing various colors that can be clearly discerned by consumers will help people identify various commodities. In psychology, consumers' attention is divided into intentional attention and unintentional attention. When consumers first come into contact with a certain product, they pay no attention to the packaging of the product, but when the consumer purchases the product again, it will pay attention to the color of the package. Therefore, the color of commodity packaging should be designed with its own characteristics, so that consumers have a deeper visual memory of this packaging color, so that consumers can quickly buy the same product the next time.

In the visual manifestation of packaging design, the commonness and individuality of color have their own independent connotations, and they also take care of each other and combine with each other. Impairing the individualized performance of color style is tantamount to weakening the market competitiveness of its products. However, if the color performance of a product is out of the foundation of most people's common understanding, it may not be able to evoke the feeling that people produce a business purpose. Individuality that is completely separate from certain commonalities is unsuccessful even if it is unique. It is necessary to have a certain commonality typical, but also have a unique personality, this packaging can be invincible in the market competition.

The colors in the product package also make consumers feel trust in the product. In general, whether a consumer feels trust in the quality of a product when he or she first encounters a product is often an important factor in determining whether to purchase the product. When a consumer purchases a product, he first conducts a self-study on the appearance of the product to determine the reliability of the product's quality and whether he or she buys it. This requires our merchandise packaging designers to be able to design the packaging colors that will enable consumers to see the packaging as soon as they are able to respond to the product’s own characteristics. Such as pearl whitening facial cleanser packaging design, its packaging color design pearl white. When consumers, especially women, purchase, because of their packaging color, they will have a trust in the pearl content and whitening effect of this brand of pearl whitening facial cleanser, and prompt her (he) to purchase this product. Another example is the use of colors such as watches, cameras, pens, lighters, and other prohibited products in the design of packaging, using colors such as gold, silver, and gray to not only bring out the noble and beautiful qualities of the products, but also the trust of consumers in the quality of the products. Sense, this will help promote consumer buying behavior.

Consumers' different preferences for commodity packaging directly affect their purchasing behavior. Over time, they will form an inertial purchasing psychology. Therefore, in the aspect of the shape, volume, weight, color, and pattern of commodity packaging, we should strive to meet the consumer's individual psychology. In a coincidence, the coordination between packaging and commodities in the mood is achieved, so that consumers in certain images to understand the characteristics of the goods. For example, women's products must be soft and elegant, delicate and unique, artistic and epidemic. Men's packaging should be vigorous and rugged, bold and unrestrained, highlighting practicality and science; children's products should be vivid and vivid, colorful, highlighting interest and knowledge, to induce children's curiosity and thirst for knowledge; Youth supplies packaging to be beautiful , New and unique, outstanding epidemic and novelty, in order to meet young people seeking new psychology and seeking different psychology; old product packaging should be simple and dignified, safe and convenient, outstanding practicality and tradition, try to meet the old people's realistic psychology and habits , color design in packaging