Color matching skills of the hottest packaging des

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Color matching skills of packaging design. Learn about the release date of

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core tip: in the process of studying packaging design, if you do not pay attention to the contrast between color and color itself, it is impossible to design a good packaging pattern

color skills mainly consider the reference relationship between color and packaging, and the contrast relationship between color and color itself. These two points are the key to the use of color

(I) color and packaging care

then, where should we start as the care relationship between color and packaging? Mainly through the external packaging color can reveal or reflect the internal packaging items. People can basically perceive or associate what the inner packaging is when they look at the outer packaging. The author has mentioned this problem many times in previous articles, but if we can go into the store and have a look at the goods, many goods fail to reflect this kind of care relationship. So that consumers can not think of what the packaged goods are from the outside to the inside. Of course, it can not play a positive role in promoting the sales of products. The color of normal external packaging should grasp the same characteristics to varying degrees

(1) make progress in the industry. The main colors of food are yellow and pink, which give people a sense of warmth and closeness. Of course, many of them use green for tea, many of them use green and blue for drinks, many of them use bright red for wine and pastries, many of them use rose for children's food, and most of the normal colors for daily cosmetics are rose, pink white, light green, light blue and dark coffee to highlight the warmth and elegance. Most of the clothing, shoes and hats are dark green, dark blue, coffee or gray, To highlight the calm and elegant beauty

in terms of performance characteristics, as far as food is concerned, gold, yellow and light yellow are mostly used in cakes and snacks to give people an impression of aroma; The design of tea and beer aircraft requires that the aluminum material of aircraft body structure should not only have high strength, but also have sufficient fracture toughness and good fatigue resistance. Wine and other drinks are mostly red or green, symbolizing the richness and aroma of tea; Tomato juice and apple juice are mostly red, which indicates the natural properties of the product. Although some packages do not use the colors with similar commodity attributes as mentioned above from the perspective of main color, if the design of the package is written by one's own family, there must be the symbolic color block, color dot, color line or concentrated content highlighted by the color in the picture of its outer package. This should be the work of everyone. Many such examples can be found in the packaging of some clothes, cosmetics and even wine

(II) contrast between color and color

besides, the contrast between color and color. This is the most easy to express but very difficult to grasp in many commodity packaging. In the design, it comes from an expert. The wound effect of the packaging is sunny and white. On the contrary, it is a shame. In Chinese calligraphy and painting, there is often a popular saying called "Mi Bu Feng, Shu Ke Pao Ma". In fact, it is a kind of comparative relationship. In packaging design, this contrast relationship is very obvious and common. These comparisons generally include the following aspects: the depth of color use, the weight of color use, the point and surface of color use, the complexity and simplicity of color use, the elegance and vulgarity of color use, the contrast of color use, and so on

(1) contrast of color depth. This is the most frequent and widely used color in the current packaging design. It is very common in many graphic designs (such as posters, hanging pictures or situation binding). The so-called contrast of depth and lightness should mean that in the design color, the two colors of depth and lightness skillfully appear on a picture at the same time, resulting in a kind of harmonious visual effect. Usually, a large area of light color is used as the base, and a dark composition is used on it, such as a light yellow base, and a coffee color is used for the composition, or a light yellow or white pattern line is used in the coffee color block; Also like the use of light green bedding; Dark green composition; Pink Bedding; Bright red composition; Light grey bedding; Soap black composition and so on. These are the deep and shallow contrast of color use. In terms of packaging design, we can use this form in some cosmetics packaging or some Western Wine packaging, especially in Western European wine packaging. China's Changyu Wine, Shuanghui sausage and CJ meat products are mostly packaged in this form. This form of packaging is also common in Japan, South Korea and Taiwan. Its visual effect is bright, simple, mild and elegant

(2) light and light contrast (or depth contrast) in the use of color in packaging is also one of the important reproduction techniques. This kind of light and light contrast is often used to set off the dignified and deep theme pattern on the light and elegant background color, or in the dignified and deep theme pattern (mostly focusing on the color block pattern). The theme and name of the light and elegant package, as well as the trademark or advertising language. Conversely, there is also a large area of dignified and deep pigment. In addition, some patterns are decorated with light and elegant colors or in a certain color block. In this kind of light and light contrast, the general 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; Pale yellow to dark coffee; Pink vs. bright red, while the contrast between cold and warm colors is mostly black and white, red and blue, etc

(3) point to surface contrast (or size contrast) in color use. This contrast is mainly used in the design process of a packaging picture, from a central or concentrated point on the pigment to the overall picture, that is, the contrast between small-scale and large-scale pictures. In daily life, especially in washing cosmetics, we can see that there is nothing clean in the whole area of a product packaging box. In the middle, there is a very obvious small square (or oval or small round) with heavy color, and then the theme of the brand and name of the packaging content is reflected from the picture of the small square. This is not only the combination of point and surface, but also the contrast between large and small, Occasionally, there is a gradual transition from point to point

(4) complex and simple contrast of color use. We can see that Tongyi 100 can avoid cold winter and hot summer instant noodles. On the lower half of their packaging bags, there are various physical patterns of instant noodles, but on the upper end of the picture, there is the whole clean big green and big red color, and then the word "100" is prominently highlighted. Look at the cover of packaging world 66 (also known as book packaging). It is very complicated to use a large area of straw woven physical photos to lay the foundation, even the four words of packaging world are also complicated, but the central position of the picture shows a clean round blank. It is indicated that "this journal will be expanded in 2000" and "you are welcome to subscribe to the local post office". It's so simple and straightforward, but it has ingeniously and independently lifted out the ideological focus that the magazine needs to express most. I have also seen a dumpling packaging bag and a seasoning packaging bag in the store. The whole picture uses green, black and yellow pigments and interweaves on one picture. I want to show the trademark, the name and the foil pattern. As a result, the large area of complicated design has no practical significance, which dilutes the main body of the above description, Flooded, resulting in a sense of depression and irritability in people's psychology, which naturally affects sales

(5) the comparison of elegance and desire in the use of color is mainly to highlight common words to contrast its elegance. This vulgar way of expression is to use the "dirty" disorder and disorder of color (in fact, it shows originality. Some western oil paintings are very about this kind of expression - that is, modern abstract art). This composition is either a symbolic way to reveal the theme, or it serves to "foil the lotus". Make it a little red in the flowers. For example, in a packaging picture, it seems that the disorderly colors are piled or thrown on it carelessly. Then quietly aside or cleverly in one place, the theme of the design is cleared. This is a very interesting thing. In addition to packaging, even book binding, advertising, posters on posters, and leisure columns on TV have made such attempts

(6) contrast and contrast of color use. This contrast is essentially a contrast effect formed by the differences of various pigments. This contrast effect is usually expressed in the following ways: the contrast between light and shade (or the contrast between yin and Yang), like the Chinese easy light map; Contrast between cold and warm, such as the contrast between red and blue; Dynamic and static contrast, such as the contrast between elegant and calm background and lively and disorderly patterns and words; light and heavy contrast, such as the contrast between deep pigment and light pigment, etc

the above color comparison is entirely because a pattern needs to show a way to reduce energy consumption through the comparison of different colors. However, this pigment is an essential object to form the elements of the whole packaging pattern. Some patterns, even the ingenious combination of different pigments. Therefore, in the process of studying packaging design, if we do not pay attention to the contrast between color and color itself, it is impossible to design a good packaging pattern

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