In today's era of dazzling products, packaging bags come in a variety of styles. Packaging bag design is not only a design art, it is also a sales method. The packaging bag of a product is the beginning of consumers' contact with the product. Most consumers know and understand the product through the packaging bag. In today's world of extremely abundant products, consumers' attention to each product is very short. It is necessary to capture the moment when consumers' eyes glance over the products to effectively attract consumers' attention. Packaging bags often use visual elements such as shape, color, graphics, text, and materials to highlight the cultural connotation and information of the product and brand.
1. Colors that attract attention
When people observe an object, the first thing that catches their eyes is the surface color of the object. From a visual principle, color is far more eye-catching than black. Bright colors can arouse high excitement of the visual organs and attract attention, thus enhancing the recognition of packaging bags.
① Bright colors. Bright color means that the color has a bright and strong visual impact. Such colors are often contrasting colors. Although there are obvious differences, they are still coordinated and have clear and definite emotional colors. They can quickly and accurately convey information to consumers without having to think about it. For example: red, red-orange, orange, yellow-orange, red-purple and other colors give people a feeling of warmth and vitality; while blue, blue-purple, blue-green produce a cold feeling.
Color contrast is mainly achieved through the light and dark, cool and warm colors, area size; distance and density; the movement and stillness of the form, etc. It is necessary to try different styles of color matching to ultimately create a distinctive color.
②The brand color is clear. Brand color plays a major role in packaging, and the visual image of the brand is clear and clear. Consumers often have a sense of identification with familiar things, and they are willing to buy familiar products. With the color of the brand as the leading factor and the color that highlights the personality of the product as the supplement, consumers can identify the brand at a glance. In addition, this kind of repeated bombardment of consumers with brand colors can further deepen consumers' awareness of the brand.
③ In addition to bringing visual feelings to humans, color can also cause psychological reactions to taste and smell. This is color synaesthesia. For example: bright yellow and yellow-orange will give consumers a sweet feeling; lemon yellow, yellow-green and turquoise will give consumers a sour feeling; bright red will give consumers a spicy feeling, etc. Color The best colors to give people the smell of fragrance are bright yellow-green, medium-bright yellow and light yellow.
2. Graphics that generate interest
After making the product attract consumers through the color of the front packaging bag, the next step is to further guide consumers to generate interest, which is the graphics on the packaging bag. design. Graphics are another visual language that does not require any verbal annotation after color. It can directly convey information to consumers.
①The product image conveyed by graphics is clear. People are accustomed to perceiving and remembering things with specific images. Specific images bring strong visual impact and leave deep memory traces on consumers. Photography is the most direct and effective means of conveying product information. For example: photographic images of food can make the food look more attractive and arouse people's impulse to buy.
②The graphics are tasteful and enhance the product value. After meeting material needs, people begin to pursue spiritual needs. At this time, artistic graphics such as painting and calligraphy are needed to bring people the beauty of art, cultivate their sentiments, and show the artistic taste of the appreciator.
③The graphics are novel and show the personality of the product. Strange graphics always induce consumers to explore its special features, deepening their impression in the process of exploration. The graphics that can meet this requirement are illustrations. Illustrations can express reality or an unknowable surreal fantasy, and bring interest and humor to consumers by exaggerating the characteristics of certain things or certain exaggerated expressions.