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Packaging design and research in the use of color

Light, lively, elegant feel; in tone,[link widoczny dla zalogowanych], gives a simple, rich feeling of stability; low-key, gives a boring, stable, dignified and feels like. Furthermore, since the hue of the feeling of different people they have significant differences, such as red, gives a happy, excited, warm, exciting feeling; orange, giving excitement, warmth, feeling irritable; yellow, giving a comfortable , life, the feeling of safety; blue, gives a quiet, cool, cool, rational, conservative sense; purple, gives a gorgeous, beautiful, melancholy feeling, etc. 【3]. The use of color for this emotional design in the packaging is very common. Gift packaging as some more choices in the red mainly to convey the meaning of a happy and peaceful holiday. Drugs and frozen food packaging are more blue, giving a refreshing feeling; luxury goods packaging products to deep purple, gold used more noble and beautiful to convey the characteristics of goods. Understand the feelings of color are a factor in the packaging color selection should be based on the consumer as the center, followed by the formation of color has long been the common understanding and a good time to select the color attention of consumers and can lead to love as a starting point, so that consumers desire to buy, and finally achieve the purpose of promotional merchandise. 4. The use of specific color during the color-specific color is designed to overcome the conventional color mode of thinking, the use of reverse thinking from multiple perspectives, considering the multi-view color choices. Specific color in the packaging design of the use of color has broad prospects. First, from the perspective of information theory, packaging, application of color, first to rapid transmission of information goods, rapid rise to the attention of consumers. The second is to prevent the sale of goods produced in the market of information interfere significantly different from similar products in order to achieve the effect of [3】. Secondly, from the consumer point of view, material and spiritual life as people increasingly rich, the aesthetic emotions are constantly changing, they are more inclined to have a personalized color combinations, eager to find the color of the packaging strange, unusual , to find a new feeling and a great experience. Based on this point, many wrapped in a bold use of specific colors to achieve a very good after the expected results. Such as the one, another example of a package of tea, the unique use of black as the main colors to cater to the curiosity of consumers, from the full green tea product packaging stand out, so that the tea increased sales. However, the use of specific colors to be careful, can not simply of the In the selection of color,[link widoczny dla zalogowanych], to pay attention to the characteristics and associated with the color content of their own emotions. For example, select the purified water packaged in red, is considering to red to bright red reminiscent of hot summer days, and then think of pure water, refreshing,[link widoczny dla zalogowanych], and delicious. The choice of black tea packaging, is also based on the color of their content and consumers a comprehensive analysis of psychological factors,[link widoczny dla zalogowanych], taking into account more and more people realize that black food tonic, black gradually become a natural, nutritious and a symbol of deep thick color, reminiscent of ancient Chinese five-colored black in the north for water, for the birth of the theory. Can be seen, only the product features and good use of color combine to make specific use of color in the packaging of goods sold in a positive role to achieve the desired results. In short, the use of specific colors in the packaging, the required color from the traditional concept of restraint, the use of design to create a new point of view a new sense of color design, new style, the unique packaging of goods in the competition, stand out, and the use of specific colors to be successful require more complex comprehensive design ideas. Conclusion color is the carrier of human thought is the soul and essence of packaging is to make a brand stand out in an effective weapon. In packaging design,[link widoczny dla zalogowanych], many factors should be considered, so that the consumer packaging colors are to create a strong visual and psychological impact, and thus provoked a strong consumer desire to buy. To achieve this requires the designer to explore the use of color in the universal law in specific circumstances, flexible set the color scheme, considering the various forms of the use of color in the packaging. References: [1】 Xiao Wo. Based packaging model and interior design [M]. Beijing: Printing Industry Press, 2000. [2】 Ge spare the people. Use of color in packaging design. [link widoczny dla zalogowanych] 99bz. cn. 2OO7 an O6-15 [3】 Chen Xi. Packaging Design [M]. Beijing: Higher Education Press, 2004. China Packaging 2008/435

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