(1) From the perspective of the industry, food packaging normally uses its main colors of goose yellow and pink to express, giving people a warm and friendly feeling. Of course, many teas use green, many drinks use green and blue, many wines and cakes use big red, and many children's foods use roses. The main colors of daily cosmetics are mostly rose red, pink, light green, light blue and dark brown, and clothing, shoes and hats are mostly dark green, dark blue, brown or gray.
(2) From the performance characteristics, as far as food is concerned, cakes and snacks are mostly golden and light, giving people a fragrant impression; Tea, beer and other drinks are mostly red or green, symbolizing the richness and fragrance of tea; Tomato juice and apple juice are mostly red, which shows the natural properties of this item. Although some packages don't look like the above-mentioned colors with similar commodity attributes from the main color, if the design of the package is written by experts, there must be a symbolic color block, color point, color line or concentrated content highlighted by this color on the picture on its outer packaging. This should be everyone's masterpiece. In addition, the contrast between colors. This is the easiest thing to express but very difficult to grasp in many commodity packages. From the master's design, the wound effect of packaging is Chun Xue, on the contrary, it is the next Balinese. There is a popular saying in China's calligraphy and painting circles that it is impenetrable and enjoyable. It's actually a contrast. This contrast is very obvious and common in packaging design. The so-called contrast generally includes the following aspects: depth contrast, light contrast, point-to-point contrast, complex contrast, elegant contrast, contrast and so on.
(1) Contrast between light and shade in color application.
This is the most frequently used and widely used color in packaging design. The so-called depth contrast should mean that two colors in the design color appear skillfully on a picture at the same time, resulting in a more harmonious perspective effect. Usually light-colored bedding is used in a large area, and dark composition is used on it, such as light-colored bedding, brown composition, or light yellow or white pattern lines are used in brown color blocks; It is also like using light green bedding; Dark green ingredients; Pink bedding; Big red composition; Light gray bedding; Soap black ingredients and so on. Changyu wine in China, sausage in Shuanghui way and meat product packaging in CJ are mostly expressed in this form. Its visual effect is bright, concise, gentle and simple.
(2) Color contrast (or depth contrast) is also one of the important reproduction techniques in packaging color application. This light and heavy contrast often sets off a dignified and deep theme pattern with an elegant background color, or a dignified and deep theme pattern (mostly based on color block patterns). The theme and name of light and elegant packaging, as well as the trademark or advertising language. Conversely, a large area of dignified and deep pigments is also used to lay the foundation. In addition, some patterns are decorated with elegant colors or concentrated in a certain color block or combined. Generally speaking, pigments have coordinated color contrast and cold and warm color contrast, and the method of coordinated color contrast is often light green to dark green; Light coffee versus dark coffee; Pink is red, while the contrast between cool and warm colors is mostly black and white, red and blue.
(3) Point-to-surface ratio (or size contrast) of color application mainly refers to the contrast of pigments from a center or concentrated point to the whole picture in the design process of a packaging picture, that is, the contrast between a small-scale picture and a large-scale picture. In our daily life, especially in washing and cosmetic products, we can see that there is nothing clean in the whole area on the packaging box of a product, but there is a very obvious small square (or oval or small circle) in the middle, and then the theme of the brand and name of the packaging content is reflected from the picture of this small square, which is not only a combination of point and surface, but also a comparison between big and small, and occasionally a comparison from point to point.
(4) Comparison of complexity and simplicity in color application. We can see the unified 100.
Instant noodles, on their packaging bags, are all kinds of instant noodles in the lower part, but the whole clean big green and red color is above its screen, and then the words 100 are prominently highlighted, so simple and simple, but the brand of instant noodles is independently expressed. I also saw a jiaozi bag and a seasoning bag in the store. The whole picture uses green and black pigments, interwoven in one picture, that is, I want to show that the trademark is in a hurry, and there are names and foil patterns. As a result, because of the large-scale complex design, there is no meaningful dark lining pattern, which dilutes the main body that should be explained above, causing people's psychological depression and annoyance, which naturally affects sales.
(5) The contrast between elegance and desire in color application is mainly to highlight vulgar characters and contrast elegance. And this vulgar expression is carried out with disorderly colors. This composition either symbolically reveals the theme or serves as a foil to the theme.
Make it a little red among the flowers.
(6) Contrast of color application. This contrast is essentially the contrast effect formed by the differences of various pigments themselves. This contrast effect is usually manifested in the following aspects: contrast between light and shade (or contrast between yin and yang), like China's easy-to-fade map; Cold and warm contrast, red and blue contrast; The contrast between dynamic and static, the contrast between elegant and calm background and lively and jumping patterns and characters: the contrast between light and heavy, the contrast between dark pigment and light pigment, etc.