The color has become a key focus in packaging design
With the development of social economy and technology, the level of living services continues to improve. While people pay attention to the practical value of various products closely related to the quality of their living environment, they also have higher demands for packaging design that meets aesthetic and psychological health needs. In packaging design, the expression of color plays a crucial role in creating a first impression that can engage consumers, providing a humanized, harmonious, and comfortable visual experience. This element significantly influences consumer's emotions and purchasing desires. In this development process, mastering the use of psychological science and the technical positioning of color and design is an important issue that every designer should diligently explore and refine.
Exquisite packaging is the primary factor for enhancing effectiveness. It is important to note that psychological education plays a significant role in people's awareness of social development. The phenomenon is no longer an independent psychological development process of a country; people exhibit characteristics of attention in perception, memory, or thinking. According to psychological research, to enable consumers to focus, understand, and solidify their memory, the characteristics of packaging design must include novelty, along with inseparable elements such as text, color, and graphics. While creating eye-catching designs may not be overly difficult for designers, it is essential to reflect the spiritual connotation of Chinese culture in the product design process. Among the design elements of packaging, the most impactful aspect is color.
The colors used in packaging product information can evoke associations and trigger various economic and social emotions in consumers, leading to changes in purchasing psychology. Rudolf Arnheim, a renowned American aesthetician, stated: "There is no debate about the fact that color is a powerful expression of emotion.” However, using color to stimulate people's emotions should follow certain rules. Psychological research suggests that warm colors, such as orange, are suitable for food safety packaging design, as they can make a person feel a sense of harvest and maturity, stimulating consumer's appetites and facilitating their purchasing actions.
As we often observe in real life, consumers generally have a preference for warm tones in packaging for food products, which gives a sense of satisfaction, while they tend to favor cool tones in packaging for cleaning products. This preference is based on the emotional associations tied to consumption.