Color techniques should pay attention to the following points: first, the correspondence between color and packaging; second, the contrast between color and color itself, these two points are the key to the use of color.
1. The correspondence between color and packaging
The color of the external packaging reveals or reflects the internal packaging items. If we walk into the store, many products do not reflect this correspondence. , making it impossible for consumers to think about what the packaged product is from the outside to the inside, which will not play a positive promotional role in product sales. Normal external packaging colors should grasp the following characteristics;
(1) From Industry-wise, the main colors commonly used in food products are goose yellow and pink, which give people a sense of warmth and intimacy. Among them, teas are mostly green, beverages are mostly green and blue, wines and pastries are mostly bright red, children's food is mostly rose, and daily cosmetics are mostly in rose, pink, white, and light colors. Green, light blue, and dark brown are the main colors, and clothing, shoes, and hats are mostly in dark green, dark blue, brown, or gray to highlight the beauty of calmness and elegance.
In terms of performance characteristics, as far as food is concerned, gold, yellow, and light yellow are often used in cakes and snacks to give people a fragrant impression; red or green are often used in tea, beer and other beverages, symbolizing the flavor of tea. Rich and aromatic; tomato juice and apple juice are often red, indicating the natural properties of the substance.
2. The contrasting relationship between color and color
This is the easiest thing to express but difficult to grasp in many product packaging. There is a popular saying in Chinese calligraphy and painting, which is called "Military". Breathable and sparse, it actually refers to a contrasting relationship. In packaging design, this contrasting relationship is very obvious and very common. Generally, there are the following aspects of contrast: the contrast of the depth of color use, the light and heavy contrast of color use, the point-to-face contrast of color use, the contrast of traditional and simple color use, the contrast of elegant and vulgar color use, the contrast of color use, etc.
(1) The contrast between dark and light colors. This color appears most frequently and widely in current packaging design, and is very common in many graphic designs. Dark and light contrast refers to the simultaneous appearance of two dark and light colors on a picture in design colors, producing a more coordinated perspective effect. For example, use a large area of ????light color as the base, and use dark composition on it, such as light yellow as the base, use coffee color to compose the pattern, or use light yellow or white pattern lines in the brown color block; or use light green as the base; Dark green composition; pink background; bright red composition; light gray background; soap black composition, etc. These are all contrasts between dark and light colors. This form of packaging design is used in some cosmetic packaging or wine packaging. The visual effect it shows is bright, simple, gentle and elegant.
(2) The contrast between the light and heavy colors used. This is also one of the important reproduction techniques in the use of packaging color. This kind of contrast between light and heavy is often used to set off solemn and deep patterns on a light and elegant background, or to express light and elegant packaging themes, trademarks or advertisements in a solemn and deep theme pattern. In this kind of light and heavy contrast, the pigments have harmonious color contrast and cold and warm color contrast. The harmonious color contrast method is often light green versus dark green; light yellow versus dark coffee; pink versus bright red, etc. The contrast between cold and warm colors is mostly black. with white, red with blue, etc.
(3) Point-to-face comparison of color usage. This kind of contrast is mainly used in the design process of a packaging picture, using pigments to contrast from a center or concentrated point to the overall picture. In daily life, from washing cosmetics, we can see that on a product packaging box, the entire area is clean, and a very obvious small square with heavy color appears in the middle, and then the packaging is reflected in the picture of the small square. The brand and name of the object content are not only a combination of points and surfaces, but also a contrast between large and small.
(4) Comparison of traditional and simplified colors. On the packaging bag, the lower part is a complex physical pattern of instant noodles, and the upper part is clean green and red, with the word "100" prominently highlighted. It is so simple and simple, but it ingeniously and independently highlights the focus of thought.
(5) The contrast between elegance and desire in the use of colors. The vulgar way of expression is to use "dirty" colors and disorder. This kind of composition either reveals the theme symbolically or serves to highlight the theme. In addition to packaging, such attempts have been made in book bindings, advertisements, posters, and leisure columns on TV.
(6) Contrast in color use.
It is a contrasting effect caused by the differences in the pigments themselves. This contrast effect is usually expressed in the following ways: contrast between light and dark; contrast between cold and warm, such as the contrast between red and blue; contrast between dynamic and static, such as the contrast between an elegant and calm background and lively and jumping patterns and text; contrast between light and heavy, such as deep pigments and light Light pigment contrast, etc.
In summary, the contrast of the above colors is completely a way of expressing a pattern through the contrast of different colors, but this pigment is an essential object that constitutes the entire packaging pattern. Therefore, when studying packaging design In the process of packaging, if you don’t pay attention to grasping the contrast between colors and colors themselves, it will be impossible to design a good packaging pattern.