The color of the box to master skills

Color techniques should be noted from the following points: First, the relationship between color and the care of the box; second, the contrast between color and color itself. These two points are the key to the use of color.

(A), color and the care of the box

Then, what should be the relationship between the color and the care of the packing box? The main thing is to reveal or reflect the inner packing box through the external packaging color. It allows people to basically perceive or think of what the inner package is. For this question, I have mentioned it many times in the past articles, but if we can come to the store to get a look at the goods, many products do not reflect this relationship. So that consumers can not think from the table and the inside to think of what the box goods. Of course, there is no positive sales promotion for the sales of products. The normal external packaging color should grasp this same characteristic to varying degrees;

(1) From the industry's advancement, the normal color of food is expressed in its main colors of yellow and pink to give people a sense of warmth and intimacy. Of course, many of them use green tea, and there are many beverages, green and blue, and there are a lot of reds for liquors and pastries, and a lot of rose color for children's foods. Daily cosmetics use normal colors. The main colors are mostly rosy, pink, light green, light blue, dark brown, to highlight the warm and elegant feeling, clothing and shoes and hats are mostly dark green, dark blue, brown or gray, to highlight the calm Heavy and elegant beauty.

From the aspect of performance characteristics, in the case of foods alone, cakes and pastries use golden, yellow and light yellow to give people the impression of scenting on people; teas, beer and Other beverages use red or green types, symbolizing the richness and aroma of tea; Tomato juice and apple juice are often red, and the concentration indicates the nature of the item. Although some packages do not use the same colors as the ones mentioned in the main tone, but look closely if the design of the package is written by the self-owner's hand, then, in its outer packaging, There must be a symbolic color block, color point, color line, or focused content highlighted in that color. This should be everyone's proud job. Some clothing packaging and some cosmetic packaging, and even some wine packaging can find a lot of such examples.

(B) the contrast between color and color

Besides, the contrast between color and color. This is the easiest thing to do in many commodity packaging but it is very difficult to grasp. In the design from the master, the wound effect of the package is snow white, otherwise, is the lower Riba. In Chinese calligraphy and painting, such a saying is often popular. It is airtight and sparse. In fact, it is a kind of contrast relationship. In the packaging design, this contrast is very obvious and very common. These so-called comparisons generally have the following contrasts: the contrast between the use of colors, the contrast of the use of colors, the point-to-point ratio of the use of colors, the simplification of the use of colors, the contrast between the use of colors and the contrast of colors, and the contrast of colors. Contrast and so on.

(1) The contrast of the color used.

This is the most frequently used color in the current packaging design, and it is the most widely used. It is very common in many graphic designs (such as posters, hanging scrolls, or dressmaking classes). The so-called contrast between shades and depths should mean that the design uses two colors, shades of color, to subtly appear on one screen at the same time, resulting in a more coordinated perspective. It is usually used as a light-colored base with a large area, on which a dark composition, such as a light yellow base, is used to compose a composition in brown, or a yellowish or white pattern is used in a brown color patch; With a light green bottom; dark green composition; pink bottom; large red composition; light gray bottom; soap black composition and so on. These are all shades of contrast in color. In this form, we can design packaging on some cosmetic packaging or on the packaging of some western wines, especially Western wine packaging. Chinese Changyu wines and Shuanghui's sausage sausages as well as Xijie's meat packaging are mostly expressed in this form. This form of packaging is also common in Japan and South Korea. Its visual effects are clear, simple, gentle, and elegant.

(2) The use of color for contrast (or contrast) is one of the important methods of reproduction. This kind of contrast is often accompanied by a deep and solemn motif on a light and elegant background, or in a heavy, solemn motif (mostly with color patches). Shows the theme and name of the light and elegant packaging, as well as trademarks or slogans. In turn, it also uses a large area of ​​deep dignified pigments. Another light and elegant tone or focus on a certain color block or fully decorate some patterns. In this light contrast, the general pigments have a harmonized color contrast and a cool and warm color contrast. The methods of harmonizing the color contrasts are often pale green to dark green; light yellow to deep coffee; pink to red, etc., while the contrast between cold and warm colors is mostly Black and white, red and blue and so on.

(3) The point-to-point ratio (or size contrast) of color use contrasts mainly in the design process of a packaging screen, using the contrast of colors from a center or a focal point to the overall screen, ie, a small range and a large range. The contrast between the pictures. In daily life, especially washing cosmetics, we can see a clean box of products on the whole area of ​​what is not, on the middle of a very focused and then appear a very obvious small box of heavy colors (or Elliptical or small round) and then from this small box of screens, the theme of the brand and name of the contents of the box is shown, which is a combination of point and surface, but also contrasts large and small, and occasionally from point to point And the gradual transition of the contrast.

(4) Contrast of simplification of color use. We can see the uniform 100 instant noodles, their bags, the lower half is a variety of instant noodles physical patterns, but in the upper end of its picture is the entire clean and clean big green red color, and then very prominently highlighted ' 100' words, look at the cover of the "Packaging World" magazine's 66 issue (also called the book's packaging). With a large area of ​​real photos of straw, it is very complicated and even packed into the world. However, the center of the screen shows a clean and blank space. In it, 'The magazine will expand its capacity in 2000 and welcome you to the local post office'. It is so simple and simple, but it ingeniously puts the emphasis on the magazine's most important thoughts. The author also saw a dumpling bag and a seasoning bag in the store. The whole picture was made of green black and yellow pigments and intertwined on one screen. Also want to express the name, but also want to express the foil pattern. As a result, because of the large area of ​​the complicated design, there is no actual meaning of the dark lining pattern, and all the above-mentioned descriptions of the main body are diluted, drowned, resulting in this kind of packaging. People's psychological depression and feeling of irritability naturally affect sales.

(5) The contrast of lust in color use is mainly to emphasize its elegance by highlighting it. This kind of vulgar expression is carried out in a disorderly and disorderly manner with colors (in fact, it is originality. Some western oil paintings are very concerned about this type of expression—modern abstract art). This kind of composition is either a symbolic display of the theme or a service for the theme of 'Lotus', making it a bit of a flower. For example, on a packaging screen, it looks like a bunch of random colors or thrown on it. Then quietly side by side or in the finely articulated theme. This is a very interesting thing. In addition to packaging, even book bindings, advertisements, posters on posters, and casual columns on TV have all been tried.

(6) Contrast of contrast in color use. This contrast contrast is essentially the contrast effect formed by different pigments themselves. This contrast effect is generally expressed in the following ways: light and dark contrast (or contrast between yin and yang), like China's light map; contrast between warm and cold, such as red and blue; contrast between movement and sound, such as calm and calm background and lively jumping The contrast of the pattern text: the contrast of lightness, such as the contrast between deep pigment and light pigment.

The above comparison of these colors is entirely due to a way that a pattern needs to be represented by the contrast of different colors, but this pigment is also an indispensable object constituting the entire packaging pattern element, and some patterns are even different. Ingenious combination of pigments. Therefore, in the process of studying packaging design, if you do not pay attention to grasp the contrast between color and color, you can't talk about designing a good packaging pattern.

This knowledge is published by the China Package Deal.


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