[Abstract]: This article aims at the similarities and lack of individuality in the current sales packaging color. It proposes the use of color reverse thinking strategies to overcome the limitations of packaging color, stereotype, singleness and conformity, bold and forward-looking application colors, thus expanding The packaging color space enriches the connotation of the packaging color and enriches the packaging color language, thereby freeing itself from the shackles of the traditional color concept, looking for color elements that match the development of the times from multiple angles, and omni-directionally, creating a unique and full of personalized packaging image.
[Key words]: color reverse thinking strategy, color logical thinking, follow and trend, innovation and guidance, personalization
Color is the first impression of package vision. Compared with other types of designs, sales packages do not have the advantage of size or shape in terms of form or body. They have weak visual impact on shelves and enhance the appeal of products. To a large extent depends on the color factor. Therefore, color is one of the five elements of visual communication in packaging.
The variability and diversity of colors determine the complexity of colors, and people's understanding of colors tends to appear abstract and fuzzy. However, one basic consensus is that most people think that color has an emotionally suggestive role and that color affects people’s psychology. Depending on the human association. Therefore, the choice of colors in packaging design is often centered around people’s fixed associations of colors, such as seeing red, orange, and yellow, reminiscent of mature fruits, having aromas and sweet feelings; seeing blue, Green and purple are associated with green mountains, green waters, blue seas, and blue skies, creating a feeling of quietness and distantness; this method of attempting to emotionally urge people to understand the contents of packages in a natural way is to use the “psychologically suggestive effect†of color on people. To influence the consumer's identification and judgment of product content. For a long time, this kind of habitual logical thinking has become the most popular way for designers to use the color design of the packaging. The food should use a warm color that can induce appetite, and the cleaning products should be used for a clean and refreshing cool color. Cosmetics tend to Soft and delicate colors, children's products for lively and beautiful high-purity colors. In fact, in the past, this kind of design was determined by the public's determination, and then the bright colors would not necessarily make the goods become eye-catching in the colorful sales environment. On the contrary, it would only cause all the goods to be lost in the identity and lose the most. Valuable uniqueness.
Nowadays, with the continuous improvement of consumers’ aesthetic appreciation and under the scrutiny of newspapers, television, and online media, consumers’ understanding of color is more rational and individual than in the past, and they are eager to seek in similar packages. Brand new color stimuli. The material life is extremely rich, and the attitude and interest of the public are no longer just around the needs. The content of concern has actually expanded from the appearance of packaging to the deeper level of product quality innovation, cultural connotation, personality and hope, and future fantasy. Table requirements. Designers must maintain the leading position of packaging design in the development trend, we must realize that consumer demand is not limited to passive satisfaction, but more active creation. The implementation of color strategies is not only to follow and follow, but to be innovative and guide.
The strategy of color reverse thinking is precisely to overcome the limitations of stereotyped, single, and congregation in conventional color logic thinking. It has obvious characteristics of seeking heterosexuality. It does not necessarily violate the logic and does not oppose and abandon the established order of color logical thinking. It is compatible with logical and non-logical thinking. It uses the brain's subconscious activities and mutation awareness activities. It seeks specificity in the routine, seeks breakthroughs from fixed positions, and boldly and forward-lookingly applies colors to make it novel but not weird, unique and unconventional. This expands the packaging color space, enriches the connotation of the packaging color, enriches the packaging color language, and promotes the commodity to be unique in the competition and stand out from the crowd. This is the color reverse thinking strategy.
Although, color reverse thinking can provide a new color space for packaging design, guide people to understand the infinite color world in a more comprehensive and in-depth manner, highlighting the self-identity of the product, but this kind of thinking structure still needs to follow the principle of color, odd Miao can not completely deviate from the conventional logic, even if the creative use of color, but people who do not consider appreciation can readily accept it, can not be compared with reality, it is inevitable that the opposite, misleading or inexplicable. Therefore, the development of color reverse thinking in packaging design still requires careful market research, comparison, and analysis. From the perspective of pure physiology, psychology, color science, marketing, etc., as well as all aspects of life, we strive to find appropriate colors for contemporary society. Development factors make designers truly become color shapers and managers, create colorful and colorful image and color language, and achieve unity of form and content.
First, from the physiological point of view
"Into the room of Zhilan, long-lost smell of its fragrance," refers to the olfactory has an easy adaptability, the same human visual and olfactory sense, also has the adaptability. When people's eyes are repeatedly stimulated by the same or similar color signals from the outside world, the vision will change from adaptation to fatigue, and then from fatigue to boredom, and then become numb. At this time, the color of the United States can no longer mention people's interest, leading to consumers. It's hard to make choices before packaging products with similar colors. Understanding of this physiological phenomenon, the reverse thinking of color advocates “doing nothing†and surprisingly changing the packaging color, that is, “I have no people, and people have changedâ€, and I get new colors to stimulate and satisfy consumers. At that time, it affects their emotions and behaviors, triggers consumer interest, and changes their buying motivation into buying behavior.
Second, from the perspective of psychology
Psychological research shows that although people have a common understanding of color, even if we can manipulate the color combination to enhance the function of packaging to convey information, the “variable†in human consciousness determines that people’s good and evil of color and demand are always changeable. This is based on a person’s physiological age, life experience, knowledge structure, and the influence of foreign cultures. There may be a difference between the color one likes in his 20s and the color he likes when he is 25, because of The psychological state is always adjusted unconsciously, making the packaging color design should be varied and fickle. The application of color reversal thinking strategy is to use the complex influence of color on human psychology, from another angle to stimulate the public's deeper feeling of color, to produce unprecedented psychological association and emotional experience, redefine the public's response to color, make The color of the package is different from the color of the people who are familiar with the constant expression of information, and it is not the same as the intuition of the persuasive color. It is not a direct response to the obvious association, but comes from the individual's unique understanding and profound experience because of the color of the person. The psychological association is not necessarily only a "direct" one way. It can also be indirect, metaphorical, or heuristic, and the color reverse thinking strategy is more inclined to the latter here. It leads the consumer to produce an extension or launch mentality. Lenovo emphasized the design and interpretation of information from a psychological perspective. This kind of color strategy that leads the consumer's psychology is to satisfy the intense exploration of the subconscious mind in modern people, to seek differences, and to tap into potential psychological claims. Understanding the subtle relationship between packaging colors and psychology, the implementation of color reverse thinking strategy in the design can be achieved with ease, and get twice the result with half the effort.
Third, from the perspective of color analysis
"From afar to see flowers in color," it can be seen that in terms of visual effects, color precedes shape. When humans respond to colors, graphics and text can enter the brain. Therefore, colors constitute the initial impression of the product. As far as the color language is concerned, the same color has multiple images and multiple personalities. There is no definitive theory about color beauty or ugliness in the world. Only the level of design leads to the effect of color matching. Color plays a decisive role in the packaging design, making it a booster for packaging design, which makes the design shine with brilliance; it can also become a stumbling block for packaging design, which will make the design fail. Therefore, the use of color reverse thinking in design cannot be achieved in one go. It requires the use of human knowledge and support of color laws, but it rejects the use of color laws or the use of hard copies. It stems from the designer’s comprehensiveness of color. Comprehension, profound insights and unique insights must go through a profound process and application of flexible colors.
Based on the analysis of color science, the power of color reverse thinking strategies depends on grasping the comparable characteristics of the sales environment where the packaging is located. Color design should be reconciled and contrasted with other products as much as possible. The “eye-catching†referred to here is not simple. The eye-catching or jumping on color brightness or purity, but refers to the differentiated features that are easy to attract and recognize, thus contrasting with the color of other products, making it the foil of “Iâ€, clearly reflecting the existence of “Iâ€, and will consume Eyes attracted.
Fourth, from the perspective of marketing
In today's increasingly fierce commodity competition, the factors that determine the sales volume of goods in the market do not seem to depend entirely on quality. People find such an interesting phenomenon: products with high quality and bad packaging quality are not as good as good products with good quality. The reason is that consumers have personalized the goods during the purchase process. It can be seen that the “package image†has already become an important factor in controlling market sales. However, regardless of the image, color is always an important factor in the first place. Stepping into shopping malls and supermarkets, it is clear how different types of goods appear to be commonplace in the same type of packaging. In the face of packaging image assimilation, product sales must be opened up, in addition to the product itself should have quality hardware guarantees, packaging as a sales environment The "silent salesman" who meets consumers is also the last weapon of marketing. Therefore, the strategy of color reverse thinking is to strengthen the marketing motive force with color image and color language, and to break through the trend of homogenization of products, and to expand the differentiation and individuality of corporate brands and commodities, thus enhancing consumers. The evaluation of the product increases the competitiveness of the product. Analyzing the color from the perspective of marketing, it is more concerned about whether the color completely condenses the personality of the product? Is there an identification ability that stands out and is unforgettable? Is it more accurate and transparent to convey a wider range of product information? Whether there are all kinds of incentives for the best-selling products, etc., this is a problem worthy of consideration by designers. Although the market is changing, the concept is changing, but the goal is to make the goods invincible in the ever-changing business warfare. There is no doubt that the color reverse thinking strategy can indeed play a role in boosting the market.
In summary, the strategy of color reverse thinking is to get rid of the shackles of the traditional concept of color, to look for new elements matching the development of the era from multiple perspectives, to expand the space for packaging color design, and to create a new vision for color design. New style. It no longer insists on what color the product is suitable for, or imposes on what kind of color the consumer likes, whether bright or dark, single or complex, whether it is affecting physiology or action, In theory or from experience, as long as it has the persuasive power to create a personalized product image, can promote sales, improve the quality of packaging design, and do not violate the general principles of backpack design, you can make bold and daring attempts. It is not only a challenge to the concept of traditional color design, but also a promotion to modern color design. Although it is still in a new stage, its production indicates that packaging color design is about to go out of the shadow of “a thousand people and one sideâ€, and it is unique and individualized. The direction of development.
Huang Dan
Reprinted from: Packaging and Design