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Keywords: packaging; color aesthetics; situation
"The 21st century is a packaging world." People are no longer satisfied with the materialistic life as a pure "clothes and cakes," and then they focus on the quality of life and the pursuit of spiritual enjoyment. The consumer's demand for the value of goods is not only the consumption of value, but also the pursuit of the aesthetic value. The aesthetics of the packaging of goods and the aesthetics of packaging have become an example of theoretical research on the Book of the commodity designer.
"Successful designers should also be successful colorists." Taiwanese advertising expert Mr. Fan Zhiyu made no doubt in his words. Color, left and right human emotions, dominate human behavior. The pleasant colors enhance the appearance value of the goods, give consumers a sense of beauty and enjoyment, and arouse their desire to purchase. Color has become an important factor that directly determines the amount of goods sold. The so-called “color is wealthâ€.
1 Color and age
1.1 Children
Love color: bright, bright, lively yellow tone, green tone red tone.
Reason: Children are naturally lively, worry-free, and simple in thinking. The yellow tone symbolizes splendid clarity and happiness; the green tone is youthful and natural, the symbol of life is youth and bodybuilding; the red tone is bright and symbolizes liveliness and health.
1.2 Youth
Love color: love the color of the youthful system, the color of the women's favorite red system.
Reasons: People are practical and middle-aged, and all aspects tend to mature. The aesthetic psychology tends to be subtle, shopping shows a certain habituality and rationality, and the identity of the color of the commodity seeks identity instead of prominent “individualizationâ€.
1.3 Old age
Love color: comfortable, dignified, generous blue, gray series.
Reasons: Windy weather, rich experience, shopping reflects a certain degree of conservative, rational and self-confidence. Nostalgic psychology makes it a habit to purchase goods that are familiar to them and is often skeptical about new products. However, once such suspicions have been ruled out, the aesthetic psychology of seeking new things and seeking halls will spring up. The so-called “old people come from afarâ€.
2 Color and character
Personality is the behavioral mode of individual solidity and habitualization of objective things. It is the core of individual psychological characteristics. Different personalities reflect differences in individual interests, hobbies, needs, motivations, beliefs, attitudes, values, and ideals. And personality differences are closely related to buying behavior. Mastering “difference†can understand people's future consumption trends.
Pavlov's scientific experiments showed that the lively and enthusiastic people like active warm colors and bright colors; those who are more sensible and quiet are like tones and deeper hues; those who are energetic and impatient have warmth. , contrasting bright colors; indecisive, melancholy people like the soft, elegant and gentle tone.
3 Colors and professions
The division of labor in society leads to different occupations, and consumers in different occupations have different aesthetic requirements for goods. The consumer psychology of literary and artistic work reflects the trend of seeking new differences and catching up with the trend, and requires that goods must be “pleasing†and “more pleasingâ€. When shopping, we pay special attention to the color beauty of products, the beauty of design, and the beauty of packaging and decoration. Pay attention to the beautification of the human body and the decorative effect of the environment. Consumers in the sports industry pay attention to "comfortable" and "freedom" products, and pay attention to the lively, well-behaved and generous products. The teacher is the teacher's watch, in which the aesthetic psychology emphasizes stability, pays attention to the practical beauty of materials, tends to be conservative in consumption, pursues simpleness, quietness, elegance, subtle color beauty, and does not seek excessively bright colors, so as to reflect its knowledgeable and tangible identity.
4 Colors and Situations
"Situation" is the precondition for the realization of the aesthetic value of the color of commodity packaging.
Where the United States, are inseparable from the specific "situation." Just as young women wear cheongsam and are slim, strolling along the avenues of willow branches, people and situations coordinate with each other, showing the elegance and tranquility of oriental women. The woman cheongsam Mercedes-Benz on the track and field, it is unmatched. Another example is that red is itself beautiful, but if it is applied to the wall of a mental hospital, it will be poor. Hung Hom is incongruous with the psychiatric hospital environment and not only fails to save the patient but also stimulates nerves. The so-called "situation" is poor.
For example, in the catering service industry, attention should be paid to the use of color in the store, and attention should be paid to the beauty of color in line with the “situation†of the library. An authoritative person in the economic community survey pointed out that the psychology of people buying food is first of all color and it is attractive. Therefore, the rational and appropriate use of color can lead to consumers' initial desire to purchase goods. For example, the owner of a Japanese butcher shop applies the principles of color science to paint the walls of the store in pastel green and contrasts with the green and pink ones. The color of meat is extraordinarily fresh, so it attracts more and more customers and the business is particularly booming.
In the cold season, the natural scenery is more boring and the cold air itself has an inhibitory effect on people. The color of the garment coat is warm with warmth, and the warmth is brighter. It makes people feel more energetic and active. It eliminates the dull feeling of winter. In food cooking, it adds red to the hot dishes (meat). Not only the color is beautiful, but also The role of increasing temperature sense; the use of orange in fast-food restaurants can increase the speed and quantity of customers eating; Xinhua News Agency color series is suitable for summer goods, summer wear light blue, light green and white clothes make people feel cool.
It can be seen that the use of colors in commodity packaging should follow certain rules and should conform to the “situationâ€. Japanese color research expert Yohei Nomura had a psychological experiment of eating watermelon. She asked some subjects to compare red watermelon juice. When asked which color of watermelon juice is sweet, most people say red, yellow and sweet, but actually red watermelon juice is only separated from yellow watermelon juice. Some of them stained red and blemishes. From this we can see that red gives people a positive feeling, and people will produce sweeter and more pleasant feelings on Taiguan. In order to enable color to fully play its aesthetic role, commodity creation should link color design and theme construction (situation). "Xiyingmen" uses a large amount of red and orange colors in its advertisements to create a lively festive scene. Audiences are infected with advertisements and produce warm and affectionate emotions. "Sprite" as a drink maker in the summer has cleverly used the meaning of color to display the fascinating scenery of the sea and sky in front of the audience. The blue sky and blue sea, together with the bottle of “Sprite†green hustle and bustle, this series of cool tones sent coolness to the spring blessing in the hot summer days.
5 Conclusion
Without the color, life will become pale and monotonous; without color, the goods will appear boring and mediocre. The colorful colors have beautified our lives and enriched our hearts. Let us remember that color is wealth.
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