Application of visual color in packaging design
The color on the packaging is the most active factor affecting the vision, so the color design of the packaging is very important.
Determine total color tone
The overall feeling of packaging color is gorgeous or rustic, it depends on the total color of the packaging color.
The total hue is directly reflected by the basic attributes of hue, lightness and purity. Such as bright tone, dark high, fresh tone, gray tone, cold tone, emphasis, weak tone, soft training, hard tone, heavy tone, etc.
Area factor
In addition to hue, lightness, and purity, the size of the color area is an important factor that directly affects the hue. Color matching first considers the arrangement of large-area colors, which have a long-distance visual effect in packaging display. In addition, when the contrast between the two colors is too strong, the area of ​​one of the colors can be enlarged or reduced without changing the hue, purity, and brightness.
Visibility
Visibility is about the clarity of color levels. Good visibility is very important in visual communication design such as packaging and advertising. The degree of visibility depends not only on the eye-catching degree of color itself, but also on the contrast between colors. The principle and method are also introduced in detail in the advertising design. You can refer to its content for color design of packaging and decoration.
Accent color
The accent color is the key color used in the total color tone, and is the color considered in combination with the area factor and the visibility. Generally, the brightness and uniformity are higher than the surrounding colors, and the area is smaller than the surrounding colors, otherwise it will not be emphasized.
Interval color
The use of interval colors refers to the use of another color in the middle of adjacent and strongly contrasting different colors, such as interval or sharing, which can enhance coordination and reduce contrast. The interval color itself is mainly neutral black, white, gray, gold, silver. If there is a color interval, it is required that the interval color and the separated color have a large difference in hue, brightness, and purity.
Gradation
Gradation is the gradual use of color, hue, lightness, and purity can be changed gradually. Gradient color has a harmonious and rich color effect, which is used more in the color processing of packaging.
Contrasting colors
Contrasting colors are different from accent colors, which are colors with similar areas and contrasting hue brightness. This color has a strong visual effect and is therefore advertising.
Symbolic color
This is a conceptual color that does not directly imitate the color characteristics of the content, and is applied in accordance with the common understanding of the majority of consumers. Mainly used for the performance of a certain spiritual attribute of the product or the performance of a certain brand idea. For example, the packaging of Chinese cigarettes uses a color that symbolizes the Chinese nation-red.
Logo color
The logo color mentioned here is not the color of the trademark, but the color used to distinguish different types or similar types of different series of product packaging. For example, different colors can be used to distinguish the packaging colors of different components of daily chemicals of the same brand. In handling, the area, shape, and location should be changed.
Auxiliary color
This is the opposite of accent color, and it is an auxiliary color method that adjusts the overall color or accent color. It is used to strengthen the tone level and obtain rich color effects. In the design process, we must pay attention to not arrogant and domineering, not to be abused blindly.
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