Food packaging design should add "color"
Date：
2023-02-27 08:58
In commodity packaging, the first visual element that attracts consumers' attention is color. In other words, color has a preemptive effect and charm. The use of color in food packaging determines consumers' positioning of the commodity itself and the rapid circulation of commodity sales. It not only deepens consumers' cognition and memory of commodities, but also indirectly makes people have aesthetic associations and affects consumers' psychology.
① Color contrast. After two or more colors are combined, the color contrast effect formed due to color difference is called color contrast. The color contrast can improve the brightness and clarity, and the high-purity color contrast effect is more gorgeous, bright, lively, easy to make people excited, excited, focused, and emotional tendency is obvious, and vice versa. For example, the simple and elegant color contrast is often used in tobacco and alcohol products, which makes people have a strong psychological feeling of delicious, thick and fragrant, reflecting the brand sense of its long history.
② Purity comparison. After the combination of two or more colors, the color contrast effect formed due to different purity is called purity contrast. Strong purity contrast will stimulate people's physiology and psychology. In food packaging, strong and bright purity contrast can highlight the flavor and taste of food. For example, chocolate, oatmeal and other foods use warm colors such as gold, red and coffee as the keynote, and use strong color contrast to make people fully feel the delicious, fresh and sweet products. However, colors with relatively weak purity contrast give people a fresh and elegant feeling. Take green tea packaging as an example, and use weak contrast to give people a fresh and healthy feeling.
③ Brightness contrast. When two or more colors are combined, the color contrast effect formed due to different lightness is called lightness contrast. Brightness contrast is one of the most important factors in color composition. In order to enhance the contrast effect and visual effect, it is necessary to increase the lightness contrast, and vice versa. Brightness contrast can create a sense of hierarchy between colors, thus enriching and activating the picture of the product. Brightness contrast directly affects the perception of buyers. The contrast of brightness can usually reflect the intensity and lightness of the food taste and the different degree of taste stimulation.
④ Cold and warm contrast. After the combination of two or more colors, the color contrast effect formed due to the difference of temperature and cold is called the contrast of temperature and cold. Among the cold and warm colors, the contrast between orange and blue is the most obvious, which can produce a visual sense of advance and retreat and a sense of contrast. Warm colors can give people a sense of affinity, while cold colors can give people a sense of retreat and distance. Among the colors, red, yellow and orange can make people's heart beat faster, blood pressure rise, and make people feel warm and close. Blue and purple can slow down the heart rate, lower blood pressure and make people feel cold.
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