5, color transfer
Color is a light reflection phenomenon that is most familiar to us. According to data, consumers’ perceptions of objects are primarily colored. In 20 seconds of the initial contact with the product, 80% of the product's impression came from color. It can be seen that color has a very important role in the design of commodity packaging.
In the long-term social life, people have gradually formed different understandings of different colors. Some colors give people a gorgeous, warm feeling; some colors give people a sense of simplicity and elegance. Different ages, genders, regions, nationalities, and even individuals, because of differences in living environment, geographical environment, and cultural education, the information response to color transmission is inconsistent. Everyone will evaluate and select colors according to their own love and feelings. And decorate life with colors that meet their aesthetic requirements.
Lenovo plays an important role in color transmission. Since the information transmitted between things is varied in itself, the causal relationship produced by color association is also very complicated. Therefore, the association of color is a vague and diverse process of information transfer. For example, the color association statistics table listed in Table 1-1 and Table 1-2.
The color associations listed in the above table are only part of the color information delivery response. People's perception of the color world is actually a comprehensive response to a variety of information. It usually includes various kinds of knowledge accumulated by people's past life experience. For example, a child sees a beam of light trying to catch it. As a result, he scalds his fingers. From then on, he sees the flames away from him. But then he realized that the fire also has a friendly side, it can disperse the darkness and prolong the day; it is essential for heating and cooking, and it can also give people a happy and energetic picture. Over time, he produces a flame of red, Warm, warm colors feel. This accumulation of experience formed children’s knowledge of light and color and was deeply engraved in his mind. It can be said that color perception transcends the visual information provided by color perception and is an external reaction of color psychology.
For the packaging of export products, designers should also consider the preferences and taboos of consumers in various countries, accurately grasp the color psychology of consumers, and design designs that meet international color standards. Table 2 lists some countries’ color preferences and taboos.
The jelly package shown in Figure 7 wins children's love with vivid colors. Children's innocent, romantic, cheerful and active personality characteristics are consistent with the information conveyed by bright and vivid colors. Designers have grasped the color psychological characteristics of jelly consumer groups and achieved a successful design. However, for juice beverages designed for teenagers (Figure 8), according to their psychological qualities of pursuing fashion and personality treason, the designers chose modern blue-gray metal with abstract modern graphics to convey fashion and individual product information. It was favored by young people. The two cases of packaging design, color as a design symbol of indirect transmission of consumer information, must take into account the color psychology of different consumer groups, select the right color, familiar with the color preferences of consumers and color psychology in order to make consumer satisfaction with the design works .
Author/Liu Li Xu Renping Tang Yizhi Information Source: China Packaging Industry
