Packaging Design Ideas--Design of Color Elements

Color element design

Color Element Design (1)
Color Matching Rule of Advertising Color

First, the overall effect of advertising color The color of an advertisement tends to be cool or warm, and it tends to be bright or simple and plain, and the color tones formed by these color tendencies give people the impression that the overall effect of advertising color is. The overall effect of advertising color depends on the needs of the advertising theme and the consumer's preference for color, and determines the color selection and matching based on the following.

Second, the determination of the main tone The color of advertising is generally composed of multiple colors. In order to obtain a unified overall color effect, according to the advertising theme and visual communication requirements, a dominant color is selected as the main color, and then the overall color tendency of the screen is formed. Other colors change around the main color, forming a unified color style represented by the main color.

Food products often use vivid and rich colors. Red, yellow, and orange can emphasize the deliciousness and nutrition of food; green emphasizes the freshness of vegetables, fruits, etc.; blue and white emphasis on food hygiene or description of frozen foods; calm, plain colors indicate that wines have a long history of brewing.

Drug products are commonly used in cold or warm colors. Cold gray is suitable for anti-inflammatory, antipyretic, and analgesic drugs; warm colors are used for nourishing, health care, nutrition, excitement, and cardiac medicines; while large areas of black indicate toxic drugs; large areas of red and black are used together to indicate severe toxicity. drug.

Cosmetic products commonly used soft, neutral color powder. Such as a variety of color tendencies of red gray, yellow gray, green gray and other colors, the performance of women noble, gentle personality characteristics. Men's cosmetics, on the other hand, use black or simple pure colors to embody the dignity and generosity of men.

Hardware, machinery, and instrumental products commonly used in black or pure, calm blue, red, etc., represent hardware, mechanical products, solid, sophisticated or durable features.

Children's products are commonly used in bright colors and colors, contrasting colors of cool and warm contrast, to adapt to children's innocence, lively psychology and hobbies.
Third, the relationship between the main body color and the background color The main screen color of the subject image of the product in the advertisement screen must be set against the background color of the main body color. The relationship formed between the subject and the background is the main contrast relationship in the design of print ads. In order to highlight the main body, the background color of the advertisement screen is usually relatively uniform, with soft and similar colors or intermediate colors highlighting the main color, and a unified dark color may be used to highlight the brighter main color, the background color name level, and the main color name degree. And set. In general, the subject color is more intense, bright, and bright than the background color. This can not only highlight the theme of the theme, but also open the color distance between the main body and the background, resulting in eye-catching visual effects. Therefore, when dealing with the relationship between subject and background color, we must consider the appropriate contrast between the two in order to achieve the purpose of highlighting the subject image and having strong color effects.

Color Element Design (2)

The use of advertising color emotion law

Use the gorgeous sense of color to improve the value and grade of the color product. Use the color of the cold and warm to express the characteristics of the product. Use the bright feeling of color to make the reader feel happy.

In general, warm colors, solid colors, bright colors, and contrasting and richly harmonious colors have a lively, lively, and pleasant feeling, and are more suitable for the use of advertising colors.

Use color excitement to stimulate the reader's attention:
Colors have different feelings that make people excited and quiet. Usually warm colors such as red, orange, and yellow, as well as high lightness, high purity, or contrasting colors give people a sense of excitement. On the contrary, cool colors such as blue and blue green, as well as low lightness, low chroma, or contrasting soft colors give people a sense of calmness. Achromatic gray and black also give a sense of calm. In print advertising design, except for products that specifically require cool colors, most of the time it is necessary to use exciting colors to stimulate readers' senses, make readers excited, pay attention to the contents of advertisements, and generate interest, thus shed a deep impression. Even if some advertisements are mainly in cool color, they should increase the excitement of color in the contrast of lightness and embellishment.

Use color taste to enhance the expressiveness of food advertising:
The food people usually eat has its own color. The long-term effects of various foods and people's vision, so that people have a sense of taste. Such as sweet more use of pink, red, yellow and other color performance; acid with a yellowish green or a little greenish yellow performance; with gray brown, olive green, purple performance of bitter; performance with hot red and so on. Red, yellow and lemon yellow are delicious colors. The taste of color is very meaningful for print advertising design. Through the use of different taste colors, food advertisements can be made more attractive.

Color Element Design (3)

The attention of advertising color from the visual effects of advertising color law, bright color, solid color, warm color system, a high degree of attention, strong visual impact on readers. Dark colors, low chroma, and cold color systems have low levels of attention and weak visual impact on readers. In addition, the degree of attention depends on the relationship of color matching, that is, the combination of background and graphic colors.

The relationship between the quantity and effect of the use of advertisement color and how the advertisement color effect is not directly proportional to the amount of color used. The author of the study of color Farber. Bilan thought: "It's not about how much color is used, but the key is whether it's used properly.