News

Color is the most active visual factor in packaging design, it can not only stimulate people's association, but also build a bridge between the goods and consumers, but also convey the correct product information, reflect the value of the product, shape the brand image, and bring economic added value to the goods.

Based on the theory of color design, this paper discusses the role of color in conveying commodity information, promoting commodity sales, upgrading commodity grade and shaping commodity brand. This paper analyzes the various factors to be considered in the application of color in design, and puts forward the principle that color design should follow the principles of reflecting the characteristics of products, adapting to the psychology of consumers, improving the identification of products and harmonizing with other design elements.

Among the many factors that affect design, color is the most active visual factor and plays a particularly important role in design. How to use color to attract the attention of consumers? To stimulate consumers' desire to buy, how can the application achieve the combination of functionality and artistry?

01 The role of color in design

Color is the most active visual factor in the design, it can not only trigger people's association, build a bridge between the goods and consumers, but also convey the correct product information, reflect the value of the product, shape the brand image, and bring economic added value to the goods.

02 The transmission of color

According to the analysis of relevant data: people's visual feeling in the observation of objects, the first 20 seconds, the color feeling accounted for 80%, and the shape accounted for only 20%; After two minutes, the color feeling accounted for 60%, and the shape accounted for 40%; After five minutes, the color impression continues to be maintained in the person's visual memory.

That is, "look at the color far away, look at the flower close", excellent product advertising color can attract the attention of consumers, effectively convey the information of the product, stimulate and guide consumption.

In this process, consumers understand the characteristics of the product, notice its brand, and leave a good memory in the mind, so that consumers will buy the product again.

03 Color of the promotion of goods

Color is recognized as a silent salesman, it can grasp the psychology of consumers, meet the preferences of consumers, and meet the needs of consumers.

Psychological research shows that different colors give people different feelings, for example: red makes people excited, blue gives people calm, rational, broad, eternal and other visual feelings, yellow bright, black is solemn and solemn, purple elegant and luxurious, green is a symbol of youthful vitality and so on.

For example, in food packaging, red, orange, yellow and other warm colors are often used to represent the freshness and sweetness of food; Use blue, green and white to match, representing the cool feeling of cold drinks and frozen food; Use red and dark red to make people feel the spicy taste of food.

04 Color to enhance the role of commodity grade

When enterprises launch different grades of goods of the same brand, the color commonly represents the grade of the product.

In our country's cultural customs, purple, gold and silver are commonly used as noble colors for noble goods. It is associated with formality, maturity, power and dignity.

Other colors are used as ordinary colors for advertising colors of ordinary goods to convey commodity information to consumers, giving people affordable and friendly feelings.

05 color brand role

The brand image design of the enterprise adopts a specific color or a group of colors, which are used in the expansion of various visual images and become the brand image color.

Therefore, the color of the design has become an important factor to open the difference between different brands, consolidate consumers' memory of the product, make the product form an independent appearance in the market, and thus improve the popularity of the product brand and consumers' desire to buy the product.

For example, the United States Coca-Cola Company's "Coca-Cola" beverage, although the pattern is constantly changing, but its main red has not changed.

In order to successfully use color, to achieve the role of transmitting product information, promoting goods, dividing product grades and improving brand awareness, product color design needs to consider the relevant factors in a full range, such as product characteristics, consumer psychological needs, sales places, and follow certain design principles, the above is the basic principle of color design.