Tint awareness of packaging design

People living in the 21st century can ignore any commercial advertisements in the newspapers or refuse to accept the endless commercial shopping guides on TV. But when you hurry into the convenience store or leisurely spend time in the supermarket, you will still be consciously and unconsciously affected by the slow and rapid color flow.

Color Flow - This is a composite color effect produced by packaging colors in commercial designs. 

First of all, it is the effect of the color contrast ratio of the packaging color. Let us first appreciate the "Valentine's Day Gift" which is made up of medium-difference color contrasts. Because of the color contrast between the medium and the poor colors, this pink series of packaging has become a romantic emotional exchange between lovers. Another example is the "EX Series Cosmetics". This series of packaging is composed of pink, egg yolk and lovely lavender to make up the contrast ratio. In order to further convey the feminine charm and elegant atmosphere, gold lines are used as isolation and harmonization between contrasting hues. This is obviously a kind of embarrassment for ladies. Look at the "Acacia plum" series of packaging, outside the box. The packaging uses a strong complementary color relative, giving people a love of longing, rendering the hope to quench the thirst of the mood. The inner bag is composed of acacia plum and half-song plum, which are decorated with cold and warm colors and complement each other to make the goods both friendly and energetic. Talking about the color contrast ratio, let us come to know the 24 complementary color hue circle, when the two main color contrasts are up to 45° on the 360° hue circle, we call it the similar color contrast ratio. This weak contrast of the hue is used for packaging to easily establish the main Hue, soft color look good. When the contrast between the two main colors reaches 90°, the difference between the two colors is relatively clear because of the difference in hue, and it is more compatible for packaging and easier to accept. When the contrast between the two colors reaches 120°, the contrast ratio is called contrast ratio. This strong contrast of hue has gorgeous and happy feeling characteristics. It is easy for the buyer to get excited and excited on the packaging. When the two-color contrast is up to 180°, the color and color achieve the greatest splendor, (for convenience, the adjacent color of the hue ring and the inner circle constitutes 24 complementary colors). If used on a package, these complementary pairs will strongly stimulate sensory satisfaction. As Eden, a colorist, puts it: "The rule of complementary colors is the foundation of a harmonious layout of colors, because observing such rules creates a visually balanced spiritual balance."

Second, the brightness of the color is like the skeleton of the picture. If we divide the brightness of all colors into the bright tone, the tone of the middle and the lower tone, and the low-key tone, the contrast in each tone is the weak contrast of brightness, that is, the short tone. When the colors in two adjacent tones are compared, that is, the contrast between the high brightness color and the medium brightness color or the medium brightness color and the high brightness color, it is called the brightness contrast. When the color in the bright tone is directly compared with the color in the low-key tone or the color in the low-light tone and the color in the bright tone, we call it the strong contrast, that is, the long tone. In the above example, "Valentine's Day Gift" and "EX Series Cosmetics" are the keynotes of the Ming Dynasty. Because of the light and bright contrast, they are particularly elegant and soft and convey a feminine atmosphere. The "Acacia Plum" series packaging is the contrast between the keynotes of the Ming and Qing dynasties and has achieved a sense of movement and light. "Pill Soybean Soy Sauce" and "Sun-dried Pancake" are both high-graded. Because of the positive, crisp, and strong effects of high-long tones, both food packages show us the benefits of convenience foods. The “Pill Soybean Soy Sauce” color combination uses a similar color contrast ratio, which adds a mellow taste, while “Sun-dried Pancake” uses a contrasting color to make the product produce a crispy feeling baked by the sun. Others, such as “Hukou Icy”, use long-medium notes to make people feel as if they are ripe with fruit juices, but it’s also a cool and chilly feeling, which will undoubtedly match modern people’s tastes. The bottled series of "Japanese original sake, raw spirits" uses high and low tone, low tone, black and white, white and yellow, and yellow and black reverses, where the strong spirits and the majesty are rendered incisively. .

In addition, because the purity of the color contrast to human visual stimulation is significantly lower than the contrast of brightness, so the use of purity to create a package tone is particularly subtle, rich artistic atmosphere. For example, the "Chinese Medicine Cold Medicine" uses a high-purity and weak contrast. Since high-purity colors have positive, aggressive, and strong results, this Chinese medicine packaging has become a silent advertisement for quickly curing colds and is also easily accepted by consumers. Another kind of “Chinese Medicine Preparation” uses the contrast between pure and weak, and when the concept of “good medicine is good for disease” is implied in the bitterness of the decoction, how can this cultural color of product culture not be favored? . Because of the purity of color contrast can produce an implied power, and thus give the product a good color effect. Above, we talked about hue, lightness and purity respectively, but the most important point in the composition of hue is precisely the comprehensive contrast and harmony between hue, lightness and purity. When the main tones of the picture are effectively established, that is, the main color area of ​​the control picture is greater than 70%, this color shows that the unifying force is the power of the main tone. The "red instant noodles" screen design is contrasted by strong flashes of red and green. However, because one color phase dominates, the rapid and convenient characteristics of instant noodles are expressed under the power of the system. Another interesting example is the use of red, blue, green, and black and white tones in the Healthy Ice Cream packaging paper cup. Because these colors are interchangeable on a single paper cup, you have me in this set of merchandise, and I have you in it, allowing children with a whole set of ice cream to enter a sweet and lovely world of color when they have these colorful The sugar bowl also had a wonderful childhood.

The 21st century has entered the era of large-scale commodity dumping. With the further development of modern sales channels, the hue design of packaging colors will also become a point of unsalable merchandise and bestsellers. When "there is no sound at this time," the color dumping power When the sellers are paying attention, a more brilliant business prospect is coming.

Author: History of Italian ground