Color Application of Carton Packaging Design (I)
1. The cold and warm sense of cold and warm colors is called color, and the cold and warm sense has always been a key factor in the overall design of packaging and decorating. The longer wavelength red, orange, and yellow are generally referred to as “warm colors.†These colors are reminiscent of the sun and the flames, giving rise to a sense of warmth; while the shorter wavelengths of blue, blue, and violet are “cool colorsâ€, and are easy to attract people. Think of ice, snow, sea, blue sky, etc., creating a cool feeling. In addition, there is the concept of whiteness and darkness, that is, in the same hue, the color will be white and will tend to be cold, and adding black will tend to warm. For example, beverage packaging is often used in cool colors, while liquor packaging is often used in warm colors.
2. From the same distance to observe different colors, people will find that some are more prominent. They are closer; some are retiring and others are far behind. This sense of distance in color helps to arrange the relationship between the theme and the background and make the subject stand out more prominently. It is an effective means to increase visual action. The sense of distance depends mainly on the color brightness and hue, generally warm color near, cold color far; light color near, dark color far; solid color near, gray far; color near, non-color far; contrast strong color near, weak contrast Color far.
3. The light and heavy sense of color comes mainly from people’s feelings about life. It is mainly determined by the lightness of the color. Generally, the lightness with high lightness feels lighter, and the lightest with white light; the darkness with low lightness feels heavy and the black is the heaviest; if the lightness is the same, the purity is the standard, the purity is high, the lightness is light, and the purity is Low is heavy; in addition, it is also related to hue, the color of the cool color feels light, and the color of the warm color feels heavy. In the carton packaging design, the lower part of the screen generally uses lightness and low purity to ensure stability. For children's products, it is better to use brighter, more pure colors, with a sense of lightness and a sense of amusement.
4. Taste sense The sense of color is mainly expressed in food packaging. For foods, there have been evaluation criteria for “color, aroma, and taste†because the color is easy to express the corresponding taste of food. Different flavors of food, using the appropriate color packaging, can arouse consumers' desire to buy. In the carton design, for the food packaging, the sense of color is of great significance. The sweetness is mainly warm, the warm is sweet, the cold is bitter, the lighter the lighter the taste is, the lighter the lighter is, the stronger is the taste, and the purity is High is sweet, low purity is the opposite; the color of most food coloring represents appetite color; those with high lightness and high purity, such as the yellow green color of the late-ripe green apple, are also sour; and various bright colors dominate the color of the perfume It gives people aroma. (To be continued)
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