Different colors will bring different psychological hints to consumers, such as warmth, softness, softness, taste, color association, etc. These are the psychological reactions that consumers will see when they see the color of food packaging. Imagine if there are two textures. The same, soft, sweet cake, the designer puts one of the cakes in the package "hard-boiled" on iron cyan, dark brown, and another package rendering is easy for consumers to associate with sweetness and visually soft feeling Pink, milky white, although the two products are only different in packaging color, but which food packaging design will be more popular with consumers, the answer is beyond doubt. Let's take a look at the knowledge of color, in order to create a better food packaging design, to create a food packaging design that satisfied customers, to win the consumer's favorite.
Soft and hard
Light yellow, white is reminiscent of a soft cake, silky cream; yellow brown, brown will make people think of crisp chocolate or a variety of nuts, different colors of light will make people think of soft and hard food This is the soft and hard feeling that color is given.
The most important factors affecting the softness and softness of color are brightness and purity. The higher the brightness, the softer it is. The lower the brightness, the harder it is. The low-purity color looks softer than the high-purity color. We can use high-definition or low-purity color arrangement, decorated on a smooth food packaging, and use low-light or high-purity color arrangement to express the crisp and hard food.
Far and near
The wavelengths of light in each color are different, and the images formed by the retina are different. Generally, a light having a long wavelength of light, a color that visually produces a sense of advancement and a sense of expansion is referred to as a forward color; a color having a shorter wavelength of light and visually causing a feeling of receding and reducing is referred to as a back color.
In terms of hue, the wavelength of red and yellow light is longer, giving people a feeling of moving forward; the blue and blue-green wavelengths are shorter, giving the feeling of retreating and contracting. In terms of lightness, the color with a high brightness is a forward color; the color with a low brightness is a backward color. In terms of purity, bright colors have a sense of advancement and expansion; low-purity colors have a sense of retreat and contraction.
In the design of food packaging, we should fully consider the relationship between the background of the product packaging and the main body. We should not consider the color itself to make color matching. We should make good use of the sense of color and the background color of the packaging to serve the main body. Enhance the visual effect of the product. For example, “Lesson” (Italian red glutinous rice) potato chips are packaged in blue as the background color, and the foreground color is yellow and red. The background color and the foreground color are visually successfully opened, yellow and The red highlight and the sense of expansion allow consumers to quickly know the main information of the product.
Warm and cold
If you are in a big red environment for a long time, people will have an inexplicable heat, boredom, and even skin effects (sweating). If you replace red with sky blue in the same temperature environment, people will feel cool, relax, and even reduce skin temperature for a long time. This is the psychological feeling of the warmth and warmth of color.
Any kind of color will have cold and warmth. We can call the color that produces a relatively warm feeling as warm color, such as: orange red, orange yellow; the color that will produce a relatively cold feeling is called cool color, such as: blue, cyan. The warm color system often contains more yellow components, while the cool color system often contains more blue components. Cool colors always remind people of the sea, snow mountains and other things in life; warm colors always reminiscent of the sun, fire and other things.
The warm color on the food packaging will make the consumer feel happy and appetizing after reading; the cold color will make the consumer feel cool and comfortable after watching.
Taste is the result of people's long-term life and the connection of the color of things. For example, people will associate chocolate with mellow and rich sense of taste, because chocolate is named after chocolate. People give the sense of taste after tasting chocolate to their representative color.
The rational use of color to the consumer's taste and psychological feelings is of great significance to the color design and application of food packaging. It can accurately display the taste characteristics of the package contents, highlight the product selling points, and strengthen the brand characteristics of the products. Stabilize the product image. Therefore, we should thoroughly understand and master the taste and psychological feelings of color.