Discussion on the Visual Beauty of Color in Packaging Design (II)

2 Different nationalities and different regions have different color aesthetic concepts

"Nationality" refers to a community of people with common language, common psyche in common areas, common economic life, and common culture. With the advancement of human civilization, color has gained the symbolic significance of convention. A color means a particular language. The tradition of color as a symbol has also been there for a long time. In today's life, when people see a color or color combination, it will produce a specific association and feeling. This is the symbolic role of color in packaging design. The symbolic meaning of this color is very important. Through different color languages ​​that package their unique tendencies, people can recognize and create a sense of intimacy, thus achieving visual aesthetic effects. This kind of color is very symbolic. Different colors have different symbolic meanings, and they also have different effects on people's physiology, psychology, and vision. However, this kind of symbolism has a common place, but also with people, Different regions, showing a larger difference J. The different color preferences in different ethnic regions are self-contained, but they do not rule out the influence of each other and infiltrate each other, and they strongly influence the prevalence of color.

Different nations and nations in the world have different religions and beliefs. They also differ in color preferences and taboos. This must be noted in the color design of commodity packaging. For example, in Europe, the Germanic peoples love ochre, red and white; Latin people like oranges, yellows, reds, blacks, and grays; Slavs love reds and browns; Norwegians love vivid colors and avoid green in food packaging. Otherwise it will make consumers think of mildew and deterioration. In the Americas, Americans generally have no particular preference for color, but they pay great attention to researching and promoting the specific colors of commodity packaging so that they can be easily identified. Interestingly, in Venezuela, red, green, tea, white, and black represent the five major political parties in China, so that the general merchandise packaging does not use the above five colors. In the arid Middle East, blue is considered to be a color from heaven, so blue and white Chinese porcelain are particularly popular in the Middle East. In Asia, Malaysia uses yellow as its royal color, which is generally not used for commodity packaging: Japanese people prefer elegant colors, brown, purple and blue are more popular; India is popular for red, yellow, black and gold; Turks generally like vivid colors. Red and white are more popular.

Red is accepted by most countries, especially Asian countries such as India, Japan, Syria, and Iraq all prefer red. However, in Venezuela and Paraguay, red is a symbol of a political party in the country and therefore cannot be used for packaging. Germany is also not very fond of red. China’s export of firecrackers from Germany was once unsalable. After investigation, it was found that red gave German consumers an unsafe feeling. Later, Chinese export companies changed the firecrackers’ surface paper and packaging to grey, resulting in sales. Steep increase.

The following example is also very typical. In the United Kingdom and the United States, gold and yellow symbolize reputation and loyalty, and are therefore the colors favored by men. American taxis are most popular in yellow, and Kodak's films are also known for their yellow packaging. However, in Japan, yellow is immature and sometimes ill or unhealthy, and it is therefore the color of Japanese men. In the Japanese market, there have been two kinds of branded whisky competitions, including the old Japanese whisky and the American-made Katy Sake whisky. The sales are very prosperous, and its design is mainly black; and “Kati Sack’s sales in the United States, Britain, and Scotland also top the list, and its packaging design is mainly yellow. However, when the two brands of whiskey in the Japanese market Sales, "The old whisky won the victory. After investigation, it was found that the reason lies in the color design of the packaging. In Japan, black can best reflect the masculinity of Japanese nationals. The color scheme of the packaging of vintage whisky is very clever use of "Japanese-style packaging, and thus win the favor of Japanese consumers. And yellow is not favored by Japanese men, almost no yellow-based packaging design in Japan Therefore, "Kati Sak's yellow packaging design has met with the coldness of Japanese men.

3 Focus on the trend of color to consider the color orientation of packaging design

Although the influence of color on people's psychology, the formation of the aesthetic concept is closely related to humanistic characteristics, nationalities, and regions, these factors are not static and immutable, but also change with changes in color trends.

The so-called fashion trends, it is the product of the era, different times have different colors and hobbies. With the evolution of the times, people’s color ideas and color hobbies are constantly changing. This change is tangible and invisible in the material and spiritual life of people in all countries and all walks of life. This is the era background of popular colors.

The era is constantly evolving. Some new discoveries and new ideological trends of humanity will affect the prevalence of color. In the history of design, the popular Art Nouveau movement in the early 20th century had a tremendous impact on packaging design. This color art style originated in France is most widely used in cosmetics and perfume packaging. In packaging design, different situations have also emerged. The rhythm of modern life has even raised new issues in packaging design. Therefore, the packaging color is no longer blindly pursue the gorgeous, extravagant, excessive packaging color design. At the same time, the new style has also expanded the concept of packaging "colors - "return to nature,. Green and environmental protection, “plainness is true.” For example, the reason why natural colors are very popular in recent years is because the appeal for the protection of the natural ecological environment is increasing. People want to live in a clean, beautiful, natural and comfortable environment. In recent years, The green revolution that has set off, under the premise that mankind has extensively called for the protection of the earth and cares for nature, we can see that more packages are not showing the exaggerated colors and images of the past, when those are done in unpretentious natural colors. When the packaged product appears, it gives people a sense of authenticity and credibility.This concept now goes deep into the packaging design, and the natural colors that are based on nature are popular all over the world. Returning to nature, returning to nature has always been the packaging design today. One of the theme trends is to promote the natural fashion-free packaging, the use of the ocean, forests, mud, glaciers, folk, original natural colors, to create a classical and popular and personalized packaging style.

Internationally, popular colors have been regarded as a type of information and an intelligence, which is an important means for packaging to achieve visual aesthetics. For example, sometimes simulating nature, sometimes pursuing an ancient style, there is an eager pursuit of the day, and sometimes it is leisurely and elegant. The traditional pattern of color usage has been replaced by trendy fashion colors. Therefore, the color design of packaging must not only take into account the preservation of some ethnic characteristics, but also take into consideration the trend of fashion and innovate in both cases.

In general, popular colors are the product of multiculturalism. In the ever-changing era background, different colors resonate with people's physiology and psychology in people's daily life and form a kind of popular trend of color orientation. Therefore, the trend of color trends and the vision of packaging color design Beauty is closely linked.

In summary, the color design of packaging should have the artistic charm of the first-ever visual beauty. The beauty of color is most easily experienced by people. The color characteristics of packaging are more profound and memorable than shape design. As a designer in packaging design, it is not only necessary to use color fluently from the level of color aesthetics. Considering the humanistic nature of color, regional ethnicity, and popular trends, the color design of packaging should be well-accepted. The scale of aesthetics of color vision should be accurately grasped, and packaging works with distinctive characteristics should be designed.

Zheng Xin
(Factory State City Vocational College

Source: Packaging Engineering