Application of Color Psychology in Packaging Design

Eaton once said: Color is a power. Whether we are aware of it or not, the effects of color are not only visual but also psychologically appreciated and understood. "Goethe once said:" Color has a role in the human mind, it can stimulate the feelings, evoke emotions that make people excited or make people happy. "People are social animals that can't leave the society and exist independently. Therefore, while the human's vision feels color under the command of its brain, the brain can complicate the problem and make the color's feeling accompanied by certain physiological and psychological reactions." Produce, thereby affecting people's emotions and thoughts. Any color or combination of any color will stimulate some emotions in people's hearts through perception.

The railing on the Frayas bridge over the Thames in England was a boring black suicide. Many people later listened to the opinions of psychologists and reduced the number of people who committed suicide by two thirds. In California, the guardian of a prison was distressed by prisoners looking for trouble. One day, he accidentally changed a group of furious prisoners into a pink prison cell. Those formerly violent prisoners seemed to calm down as they took sedatives. Inspired by this, the watchtaker paints the cell pink, and the incident of prisoner riots is reduced to modern life. When people see the red and blue markings on the faucet, they know that the red side emits cool water while the hot water is blue; and the red signal of the traffic signal “stops” and the orange-yellow table “sees” the meaning of “traveling” on the green table. It has become a common signal that people in all countries can understand without any written explanation.

Similar to the above application example of color psychology, there are many colors of charm that truly exist in our lives, changing our face and living space. With the improvement of people's living standards, we have increasingly attached importance to the practical application of color psychology in the design of medical care, education, catering and entertainment, commercial promotion, transportation and construction and decoration. Studying color psychology has very important significance for the application of design. Appropriate use of color for human perception. It can promote physical and mental health, create a comfortable atmosphere, improve work-learning efficiency, facilitate product promotion, and reduce accidents. Increase the joy of life.

The primary purpose of product packaging and decoration design is to attract people's attention. Research shows that each customer's time to scan the supermarket shelves is only a short time of 0. 03 seconds. Therefore, the packaging color design of the product must have enough attraction to capture the customer's consumer psychology, promote their desire to buy and let People understand the basic situation of products as quickly as possible. The relationship between color and psychology has received a great deal of attention in product packaging, commercial promotion and so on. For example, Canada has a fruity mineral water called CLEARLYCANADIAN. Its bottles have been rendered in a faint blue color to create a more natural and healthy feeling for customers than ordinary water. This marketing strategy has been very successful.

Just like a psychologist, market consultant Rosol Fostandi once said: “Color plays an implicit role. It is a condensed message containing various meanings.” In general, yellow and orange are used Stimulate and attract the customer's attention; red has become the endorsement color of physical supplements; pink is usually associated with female products; purple usually gives a noble, elegant feeling, so used to foil upscale or luxury goods; green and Brown can cause a natural and cool feeling. It is often used as a packaging for environmental protection products and health refreshments. Blue color implies clean and quiet or spiritual stability. Nowadays, blue gives people a strong sense of modernity. (In the 20th century, the US IT giant, IBM Corp., set off a brainstorm for the purpose of integrating the company's image. It was hailed by the industry as the "blue revolution." Since then, it has formed a "blue" for "high." "Technology, high-intelligence" is the habit of the industry. Now more and more high-tech exhibitions will use blue as background.

In the commercial colors, due to the existence of color psychology, certain rules of color use are gradually formed.

For example, black is rarely used in food-related products and in the packaging of cigarettes because black is easily associated with death. Black cigarette packaging can make people think of cancer; too much yellow can be psychologically intrusive; Too much purple is thought to cause strong psychological pressure; gray cannot be packaged as laundry detergent, because the gray laundry detergent will cause consumers to worry about not cleaning clothes; blue western dishes will not be sold either. Because it can not cause appetite, but also strongly affect the mood of diners; white and various colors are easy to coordinate, giving people the impression of vitality and health, but if not properly matched, it will make people feel cold, boring.

In commercial design, if you want to emphasize the weight of a product, you can use warm colors for its packaging design (for example, potato chips often exaggerated with warm colors to enhance their weight). In the packaging design of some valuable commodities such as jewelry and diamonds, cool colors are often used, such as blue and purple, to demonstrate its noble and mysterious quality. The reason for this is precisely because the cold color has a visual contraction and cohesion, and it can focus attention on the line of sight to highlight the distinctive side of the product. For the same series of products, it is also often used to distinguish different categories or tastes in different color series packaging, such as the same brand of shower gel, respectively using purple, green, orange, red four-color packaging grape, apple, orange and strawberry Different scent types.

The relevant research data show that: when the human visual organ observes objects, the color perception accounts for 80% within the first 20 seconds, while the physical perception accounts for 20%, and the color after 2 minutes is 56%, and the body accounts for 40% after 5 minutes. And this state will continue to be maintained. visible. Color gives people the impression of speed, depth, and long-lasting. It can be said that color is the first thing we notice every day and the last thing we forget. It is the beginning of all our feelings and desires. Use brilliant colors to create a harmonious package.

Brief technical description and application prospect of polyethylene heat shrinkable film

Application areas and technical principles: Can be used in mechanical and electrical industries, paper and stationery, glass products, construction materials, wood products, food, textiles, chemical products, packaging forms can be used for small packaging, can also be applied to large packages such as trays ( That is, after packing, bagging, placing on the tray, and then using a shrink film to protect. In addition to the requirements on the dimensions, mechanical strength, and heat-seal strength of polyethylene films, the most important property index of heat-shrinkable films is thermal shrinkage. The longitudinal shrinkage of the ethylene heat shrinkable film is 40-60% and the transverse shrinkage is 20-50%. Resin selection and formulation considerations are the use of higher molecular weight low-density polyethylene resins and compatible resins. The purpose of the compatible resins is to improve the molecular weight distribution of LDPE, to improve the uniformity in forming stretch orientation, and to improve the film's thermal shrinkage. Thermoforming solid phase retention of the process. The amount of compatible resin is 3 to 5%.

Performance index: Product performance in line with GB/T13519-92 "polyethylene heat shrinkable film." The main technical indicators are as follows: tensile strength is 23Mpa in the longitudinal direction and 26Mpa in the transverse direction; elongation at break is 524% in the longitudinal direction and 51% in the transverse direction; right angle tear strength is 89KN/M in the longitudinal direction and 91KN/M in the transverse direction; and the shrinkage rate is 57%.

Comparison of similar technologies at home and abroad; transformation of production equipment to ensure the advanced technology and process, the use of advanced technology and processes to ensure product quality is better than similar domestic products.

The creativeness and advancement of the results: This product has added heat shrinkage modifiers, changed the shrinkage rate, and transformed the machinery and equipment, equipped with surface electronic processing, shaft winding device, which is the first in its kind in China. .

The role of significance: While the polyethylene heat shrinkable film has many advantages: low density, low manufacturing cost price. Non-toxic, odorless, in line with food hygiene standards; shrink packaging flexibility, no relaxation, tear resistance, puncture resistance; large range of specifications, manufacturing process stability, high yield.

The heat-shrinkable film has the following excellent properties: 1. It is moisture-proof, has good protection to the goods, and can prevent the goods from colliding with each other. 2, close to the goods, can display the product shape, compact packaging size. 3, uniform binding, fixed goods, especially suitable for packaging of foreign goods. 4, equipped with general methods difficult to package shaped goods. 5, process, equipment, production is simple, versatile, easy to achieve mechanized packaging, saving manpower and material resources. 6, packaging materials and reduce the volume of the package, so the cost of packaging and transportation is low.

Therefore, heat shrinkable packaging has developed rapidly in foreign countries, and its use is also very common. The shrink film used in Europe, America and Japan is about 100,000 tons per year.

According to the classification of materials, although there are many kinds of heat-shrinkable films such as PE, PVC, PP, PS, EVA, ionomer, etc., from the statistical data of Europe, the United States, Japan and other countries, all are based on PE and PVC. It accounts for more than 75% of the output of heat-shrinkable films. Among them, the output of PE heat-shrinkable films is the largest.

Therefore, we must vigorously strengthen the promotion of the product to make it a firm foothold in the market, and gradually establish its leading position in the packaging industry.

Reprinted from: the printing of today: Zhu Hui Huang Zhigang