Product image color
The image color of a commodity refers to the different requirements of different kinds of commodity packaging in terms of color. In general, attention should be paid to reflect the image color of the product so that it can be easily identified by the consumer to facilitate the sale of the product. The types of product packaging are broadly divided into several categories: food, medicine, household appliances, and daily necessities. The colors of these kinds of product packaging all have their own different requirements and characteristics. Consumers should be able to recognize the information of a certain product from the color of the package. Because in the minds of consumers, the original image of the product has been deeply ingrained, and once you use a color that is contrary to it, you may see two diametrically opposite results: either give it fresh, unique, or The feeling of creativity, or to go far away from the original intention, is not worth the candle. This shows that in the packaging design, the choice and application of product image color is a major issue.
The colors on the same package are sometimes in conflict with each other. Red is warm and blue is cool. These two shades can cause psychological warmth and coldness. If warm and cold colors are used in half, it will not give people a clear sense of warmth and coldness, and it will easily cause people to resonate. Color can also express a sense of lightness, dark colors make people feel heavy, whites make people feel light, heavy colors and light colors are used in half, and it is easy to have conflict. Taste color includes red, yellow, brown, white, green and purple, and other colors are non-taste color. In food packaging, it is also unfavorable if the non-taste color is more than half.
In order to avoid the conflict of colors, we should choose among the pairs of colors that may be in conflict, so that the proportion of one party will increase and the other party will weaken, so as to avoid the situation of court resistance and achieve the effect of coordination.
In particular, we must point out the relationship between color and sales. When designing product packaging, we must first investigate the shape and color tendency of similar packaging, and the impression that such products give people, whether it is intense or refreshing, whether it is warm or cold, whether it is hard or soft, which will make people feel Kind of feeling. With these understandings, in accordance with the principle of merchandise image color and flexible use of the characteristics of the product itself, it will be close to the psychological needs of consumers.
Red symbolizes victory, pink and purple symbolizes romance, green is associated with the grassland forest, blue is more connected with the sea and the blue sky, and with a few strong color blocks can be more dynamic and dynamic. Such as: Cocoa chocolate series packaging, using the image of chocolate color brown, vermiculite and gold combination, people are very naturally associated with the packaged goods.
It should be noted that chromatics is not marketing. From a coloristic point of view, when choosing the packaging color of cigarettes, it will inevitably adopt the colors that symbolize the refreshing, crisp and immortal colors. However, from a sales point of view, this is not always the case. For example, Marlboro cigarettes are designed mainly in red with white and black color schemes, and they sell very well. This is because the consumer image that "Marlboro" is about to establish is - the mighty man - the cowboy-style tough guy in the western United States. The use of strong red, white, and black contrasts on the packaging is exactly in line with its sales target, the tough guy. The packaging image of Ili special music in Xinjiang also has the same “heroic qualitiesâ€.
Application of computer software
The product's styling design occupies a dominant position in the product's image system. It determines the style characteristics of the logo design, packaging design, advertisement design, and web page design needed for product promotion and promotion. That is to say, within the limited layout space of the product-related graphic design, the layout elements: character fonts, picture graphics, colors, etc. are planned through the formal rules of beauty, and the style characteristics of the products are expressed in a visual form. It can strengthen the communication of the identification subject, and can produce the effect of series grouping with a unified identification method. We comprehensively analyze this issue from the following cases.
The design style of Apple Computer is a young, trendy and avant-garde style. A set of computers from color display to keyboard to mouse forms a small image system. Designers use system design methods to repeat some of the same or similar features from the overall to the details, thus strengthening the product's image. In the aspect of modeling, streamline shape is the basic feature of modeling, especially the arc shape of the mouse, which not only meets the requirements of ergonomics, but also is comfortable to use and echoes the overall characteristics. Each corner is a large or small arc.
In the packaging of goods, both text, graphics and images. Therefore, when using a computer for packaging design, you need to use a variety of software with different functions. Commonly used are:
Word processing software Product packaging generally contains the name of the product, the name of the brand and the company, as well as product descriptions, instructions for use, etc. These need to be arranged and combined by word processing software to adjust the kerning and line spacing, and to distort the text, including enlargement and reduction, perspective distortion, and the assignment of colors, tone, textures, and ornamentation. Diagrams are combined to arrange layouts and graphics. There are MS-WORD, WORDPERR-FECT, PAGEMAKER and so on belonging to this kind of software.
Graphics Processing Software Product packaging generally contains geometrical graphics such as trademarks (logos), artistic standard fonts, and patterns. Graphics processing software, also known as graphics software, graphics software. Drawing software geometric graphics, is the specialty of this software. It can use geometrical algorithms and parameters to describe the visual image and color, only record the mathematical model, position and color data, so the file size is very small, the processing speed is fast, and it will not be deformed after multiple zoom-in and zoom-out. At the same time, it can also freely move each local position, change its order, and have the freedom to re-combine new schemes, which brings great convenience to the design. This software is CORELDRAW, FREE-HAND, etc.
(Text/Chen Xirong Yan Wenqiu)
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