Humanized packaging color design method and positioning

With the improvement of living standards, packaging has been closely linked with our lives. People's demand for packaging design has become increasingly demanding and demanding. From the 1980s to the 1990s, humanized design became a diversification period. More attention has been focused on, and an irreversible trend has gradually emerged. Not only has the humanized design been given to the packaging structure, but the color design of the packaging is no exception. The humanized design of the packaging color reflects the essential characteristics of "people-oriented". It reflects the respect, care, harmony and comfortable color vision of human nature from the color, and is more conducive to the survival and development of human beings. Successful packaging is inseparable from the sound of color and aesthetics. It depends on the color of the packaging. It not only promotes sales and establishes a brand image, but also has the power to call for emotions and form an important part of the overall sense of beauty. Just as American designer: Pross said, “People always think that there are three dimensions of design: aesthetics, technology, and economy, but what’s more important is the fourth dimension: humanity.”

1 The origin of the humanized design of the packaging color

There are social and individual reasons for the emergence of humanistic design trends in packaging, and there are also reasons for the development needs of the design itself.

The need for brand competition

The development of economy and science and technology has led to fierce competition in modern commerce, and the establishment of market brands. The quality of products launched by companies has been comparable, and the competition of brands has finally become “kung fu”. Although consumers are skeptical, they also believe that Can not "take the appearance of people", but only from the packaging to explore the content, and are willing to choose novel and beautiful packaging. Song Jianming’s teacher once analyzed in the color topic: “The problem solved by color design is the image problem. The main task is to solve the problem of color fashion of the product.” “Color design is like a makeup artist, changing the appearance of people is not his The task, this 'hard work' may be the task of the cosmetician, but the color designer uses the "soft power" of makeup.

Color to change its appearance. This is an effective means of investing less and increasing the added value of the product. "", packaging color is an invisible key that opens the consumer's mind, and is the most important external feature of the product. Its role in creating low-cost, high-value-added products is astonishing, and forms an irreplaceable means of information transmission. One of the attractive design tools.

Consumer psychology needs

The purpose of the design is to meet people's physical and psychological needs, and the two major needs to be the driving force of human design. The spiritual world of human beings is a vast and boundless world. The psychological and spiritual needs of human beings are rich and never-ending. The packaging colors must have a novel feeling to attract the attention of customers. This is caused by the underlying internal needs of human beings.

Mozi said: "The food will always be full, and then the United States, the clothes will always be warm, and then seek Li, will always be settled, and then beg for joy." For the goods, the first thing is that at least people should get from the physical function of the goods Physiological needs and satisfaction, and then from the spiritual function of the product can be aesthetic, psychological care, and reflect self-esteem and achievements. As the famous French semiologist Pierre Gerlos said: “In many cases, people are not buying specific items, but are looking for symbols of trends, youth and success.”

Design develops diversified needs

Throughout the history of modern packaging design, we began with the promotion of color printing in the 1950s, experienced the Victorian era of bold and colorful packaging, but it was a light and delicate style, and at the beginning of the 20th century we advocated nourishing nutrition from nature and oriental culture. The Art Nouveau Movement, the modernist design movement initiated by Bauhaus after the Second World War, has concise, awkward, anti-decorative, functional, and rational features, sweeping the world, and gradually evolved into an unifying world. Style. Mies van der Rohe proposes that the principle of "1 iss more" is based on architectural design, but the same situation also occurs in packaging design. In this period, the packaging design is simple in composition and neutral in color. Highly functional and non-human, this style adapts to the lack of materials after World War II, the rapid development of economic needs and international commercial characteristics, and brought a huge social wealth. However, when people are in a monotonous, unadorned environment for a long time, they become bored with this overly-cool, rational style. To meet the ever-changing and ever-changing needs of consumers, some designers have begun to abandon this trend of design. , Explore the pursuit of decorative, changing, traditional, and humane forms of packaging color expression, postmodernism and a series of designs emphasizing decoration and humanity will come in handy, constantly stir up consumers' appetites, and suffer from consumers. Welcome.

2 humanized packaging color performance characteristics

1) The unity of color's functionality and entertainment

Functionality of packaging colors is reflected in many aspects. There are color-used functions for the purpose of highlighting the specific use value of products. For example, red in medicine packaging means nourishing fitness, blue means anti-inflammatory and anti-pyretic, and green means pain and sedation, etc.; Characteristics of the color image function, such as spicy food using red, black image color, cool beverage with blue-green image color; there are different products in different price grades, different categories of product classification, sub-file function, and stimulate consumption Mental marketing functions, aesthetic functions, and so on. The humanistic performance of packaging design not only satisfies the above functional needs, but also satisfies the psychological needs of modern people in pursuit of relaxation, humor, and entertainment.

The typical case is the MM's (Mars), which has dominated the chocolate market for many years, thanks to its popular "only in the mouth, not in the hands of" advertising, on a traditional brown basis. Despite the introduction of red, yellow and green chocolates, it attracted the largest group of consumers. The encouraging MM's connection added orange beans, red beans (return), blue beans, and purple beans, each adding a new color Market sales have risen with it. Based on market research, Mars has found that the popularity of chocolates of different colors is 30% for brown, 20% for red and yellow, and 10% for orange and green respectively. Mars chocolate beans also strictly follow this figure. bag. The chocolate beans put on colorful coats not only embody the aesthetic function, but also cater to the children's “playing” children's psychology, and thus MM's have obtained a huge return from the market.

2) Unity of color appeal and emotional needs

The color of successful packaging lies in the active use of targeted appeals. Through the expression of colors, the information that needs to be transmitted is strengthened, and the emotional needs of consumers are communicated and coordinated, so that consumers are interested in the packaging of goods and promote their production. purchase behaviour. The balance between color appeal and emotional needs is often one of the reasons why consumers are willing to bag their bags because of their favorite packaging.

Coca-Cola's Qoo, which is positioned as a children's juice drink, holds a 15% market share in the juice beverage market in 2003, thanks to the big blue-headed cartoon “Que” in orange juice drinks with little difference in taste. The pale blue cartoon appeal and consumers need to change the psychological needs of warm orange juice packaging. Through the simple blue virtual characters, Q00 queer is not only an idol in the minds of children, but also a friend of all ages. It is fascinated.

3) The unity of traditional color culture and market color

The traditional Chinese colors are based on the humanities. The works of art pay attention to the inner feelings that convey the charm of the spirit and admire the artistic conception of dullness and simplicity. Humanized packaging demonstrates the complementarity of local traditional colors and market colors. The reason why Hong Kong's famous designer barely succeeds is not only because he has first-rate modern design consciousness and mind, but also because he has added many localized Chinese content such as ink culture and Confucian culture to his design. With an ethereal, indifferent Eastern ink and artistic conception.

4) Unity of designer thinking and consumer psychology

“Design is an activity for others.” To design products that make consumers more satisfied, on the one hand, designers communicate with consumers and feedback on consumer information. On the other hand, designers themselves are consumers who strive to consume. From the psychological perspective of the person to guide design thinking, to achieve the coordination of design objects and consumer objects.

3 humanized packaging color expression method

3.1 Visual Expression Technique

Intuitive performance means focusing on the color of the product itself.

(1) Use skylights and transparent materials to directly represent goods

The most intuitive way of expression, consumers can directly obtain product color feeling, the most common are biscuits, plum and other leisure foods.

(2) Photography pictures

Close-up shots are usually used to express the product, to express the whole part locally, and to make the subject's color more concentrated. The selected part is generally based on the image color of the product to emphasize the visual experience.

(3) The form of painting

Due to the influence of painting, there are various manifestations. Modern packaging and painting is more of a pursuit of a highly visual effect, not rigidly adhered to natural and realistic techniques, and more emphasis on the publicity of color, to simplify and clarify by means of contrast, inductive, and exaggeration of colors. Its unique creativity and boldness of the colors cannot be transmitted by photography.

3.2 Indirect performance techniques

Indirect performance is a more intrinsic means of expression. Products do not appear on the screen, and the attributes of the product, such as meaning and culture, are represented by the borrowed material. Some perfumes, bath and washing products that cannot be represented by direct methods need to be handled indirectly. Many other packages also use indirect methods to pursue novel and unique color visual effects. Indirect performance techniques mainly include the following:

(1) Metaphor: The word "metaphor" comes from the Greek metaphora, meaning "change of meaning." The metaphor of color in packaging design is not a metaphor in the sense of rhetoric, but is based on product information. It usually reflects high-level information such as cultural connotation, imagery, psychological perception, and value orientation.

(2) Lenovo: As a result of the accumulation of life experience, our reaction to color subconsciously takes into account the related things. This is the association of colors. Lenovo occupies an important position in color design. Accurate color combinations can cause designers and consumers as well as spectators to exchange ideas and responses. The packaging that can express the color of the product can easily make people think of the characteristics and performance of the product.

(3) Symbolism: Colors contain the beauty of artistic conception in the beauty of the form. For example, the yellow walls and blue tiles of ancient Chinese architecture represent a solemn, sacred, and sublime artistic conception. The core of the artistic conception of beauty is the symbolic meaning, from "a heavenly flower in a flower, a grain of sand in the world." The symbol of color often has a collective view. It is the psychological structure of a nation’s historical and cultural accumulation over a long period of time. It is linked to religious consciousness and beliefs.

"Red, green and green, and auspicious", the Chinese nation is an optimistic nation, good at expressing the complete, complete, festive, and harmonious cultural features with red, yellow, green, and gold, presenting vivid, lively, warm and relaxed visual effects. "China Red" is the most representative national color, and the rustic colors such as ceramic glaze, bronze, and wood are also very characteristic of cultural color, symbolizing ancient charm and cultural position.

4 Positioning of packaging color design

The positioning of packaging colors can be expanded from the following:

1) Communication of corporate image

As part of the brand, color covers almost any medium of corporate VIS. The standard application of logos, mascots, standard colors, and auxiliary colors in the VIS system plays a role in propaganda, advertising, and sales. Its color must be consistent with the company's marketing strategy, and it is designed under the guidance of the enterprise VIS. Some packaging creates an atmosphere that highlights trademarks or brand names, while others directly use packaging.