Visual art is an emotional creation expressed by the human mind through visual senses. In the packaging design process, the participation of human mind and visual senses is always inseparable. Emotions are human subjective experiences and inner feelings that need to be conveyed to others through the appearance of colors, figures, structures, and words. Although the designer's emotional performance is more complex, it is not empty. It is always reflected in the designer's choice and processing of information. Packaging design is the use of color composition of the image and creative form to convey the designer's emotions, and communicate with consumers and exchanges, at the same time get the consumer's identity, thus forming a designer - packaging - Audience Trinity Constitutes emotional interactions, which are often called design emotions.
As the visual physiological phenomenon that inspires people's emotions, the color of packaging plays a common role in real life and in many subject areas. We all have this kind of experience. When we see a package, we often use words like "pretty", "very elegant" and "taste" to praise. In fact, from the perspective of aesthetic psychology, these words are Designers and audiences describe the emotional signs of one of the physical properties of packaging, and emotional expression is achieved through conventional natural emotional signs. Emotional communication in packaging design is a high-level information transmission process of "designer-packaging-public". Designer's emotional expression is a coding process in packaging, and the designer expresses himself through packaging design. Emotional process. Designers put their emotional, aesthetic, and creative ideas through the process of design thinking, and with the help of packaging, a special carrier, the intrinsic thoughts and ideas form a specific and sensible form, and they are externalized so as to obtain an audience. In ideological and emotional resonance. The psychological feelings that the masses produce in the face of packaging are actually a process of decoding or aesthetic sense. Due to the unique psychological effects of color, designers get certain clues and inspirations from the audience's psychological feelings, and satisfy the audience's psychological needs in the design.
The design emotion of packaging colors refers to the psychological activities of designers in the process of conception, selection of topics, material selection and so on before packaging design, and there is a great difference from the creation of pure artistic fields. It is impossible to be free and free. It is subject to a variety of factors, both in the design and in the design of the concept of more rational art processing. In the design process, designers should remove the factors that do not meet the market positioning, and seek for the most suitable form of integration between product features and audience psychology, and meet the audience's physiological and psychological needs in the design. All this determines the designer's design psychological characteristics is to seek creativity in the constraints, and seek design in the specification.
The form and color expression of packaging design is the expression of emotion, and it is a kind of sentimental tendency and choice for packaging elements. Although packaging design is accomplished by means and techniques, the unique attributes of color are irreplaceable. Designers should have the intuitive judgment of color aesthetic value and the ability to express color as a visual language in the packaging design. In the design process, they must have perceptual ideas as well as rational reference and regulation. Respect for objective reality, but also to leave the audience with a space for imagination, so that design thinking gradually deepens in the rational negation and affirmation, so that the emotional tendencies become more and more clear, and the design of the chosen form of expression will be more appropriate and Accurate, the emotional effect that the final designer pursues will be fully demonstrated. On the one hand, the designer's own aesthetic understanding, experience, and tendencies are manifested in the packaging through the portrayal of material attributes and emotional signs. On the other hand, due to the difference in color matching, different color associations such as liveliness, calmness, elegance, and enthusiasm are generated. When faced with and using packaged products, the public will have a direct reaction to the material properties.
The public has a certain basic understanding and psychological feelings about color. Although the understanding of the role of color physiology is sometimes abstract and vague, the color emotion it produces can make consumers think differently about packaging. For example, the red lively enthusiasm, the yellow light and noble, the green nourish and refreshing, the blue fresh and quiet, the white pure and light and the black solemn calm and so on. However, in the designer's eyes, colors not only have different basic hue, but also have differences in lightness, purity, cooling and heating, and area. It is the same hue that also has the multifaceted nature of emotions. For example, the lively, passionate and joyful red is its positive side; turbulence, bloody and dangerous are its negative side. Color emotions also have variability, and the same factors that make up a hue change. With the deployment of colors and changes in the original emotional strength, color emotions will change and even go to the opposite direction. Therefore, the multifaceted nature and variability of color are extremely rich enough to express and convey the designer's rich inner feelings. No matter how the colors change, they are all regular. It is not that the expression of colors and emotions is unpredictable. Just like the use of language and words, it can be grasped by re-enrichment. Only by jointly nurturing the aesthetic taste of color can we build a bridge of communication between producers, designers and consumers.
American psychologist Arnold puts forward: "The influence of external things can only produce certain emotions through people's evaluation of it." Therefore, the psychological factors of consumers play a very important role in the process of commodity exchange value, and the various emotional effects of the form and color of packaging design in the consumer field directly or indirectly affect the consumer's buying mood. Color first reverberates directly with consumers through visual senses. Emotional psychological experiments show that: "When people assess perceived objects as beneficial, they produce a close experience and relative physiological changes; when people assess perceptions as harmful, they experience a back-off experience and corresponding physiological changes. ."
The color of the packaging is the most influential artistic factor in the design. As the symbol of the emotion, when the color acts on the person, there will be two kinds of emotions that respond to it, an emotion that is mainly produced by the physiological needs of the person, In order to perceive emotions, the other kind of emotions that are mainly produced by psychological consciousness needs are attributed to high-level emotions. When the color passes through the conversion of human physiological and psychological emotions, various visual effects are produced, which are called emotional color effects. The designer expresses his emotions in the package, just as the artist expresses his emotions through his work. From this perspective, the process of packaging design can be called the process of artistic expression. The expression of art is the transformation from certain emotional state to aesthetic understanding. The designer always finds a form of expression that is consistent with the structure of his inner emotional power, conveys his inner feelings, presents emotions through design works, and transforms emotions into visual forms. As Susan Lange said, emotional symbols mainly refer to representational symbols, which consist of points, lines, faces, bodies, colors and textures in the constituent elements. The reason why the pictorial symbols can convey the designer's emotions is that the nature of the various symbols and the configuration state have different visual impacts. This is not only the formal rule of composition, but also the method and principle of emotional expression in packaging design. The color composition in the packaging design is not a simple addition of various colors, but a complete and comprehensive visual image to produce a perfect emotional atmosphere and profound spiritual experience. Although the designers were not clear about their emotions in the early stages of the concept, with the gradual deepening of the concept, the designer’s emotional tendencies became clear in the process of constant denial and affirmation of reason. It is not possible to solve all the problems in the design with perceptual design concepts. There must be rational participation and regulation in order to make the design perfect. In the process of rational revision of design, the selected form of expression will become more and more appropriate and accurate, and it will have common factors that are recognized by the audience, so that the sought-after color emotional effects will be finally displayed.
Color is an important language and factor of packaging design, and it is also a prominent aspect of the performance of design psychology. In the packaging design, clever use of the laws of color and emotion, give full play to the hinting effect of color, can arouse consumers' extensive attention and interest. Consumers, faced with enlightening color language and image, will produce various associations and imaginations. Based on this feeling and understanding, they will generate and present a kind of active and active psychological activity for understanding commodities. From the psychological research analysis, a packaging design wants consumers to pay attention to and understand, understand, and form a consolidated memory, which is the text, color, graphics, sound, etc. in the packaging of the eyes, ears, and sensory organs of humans. The novelty of conditions is inseparable. In people's visual cognition activities, they are not passively accepted by the stimuli of objective stimuli, but are conducted under the interaction of objective stimuli and human subjective internal psychological factors. Using a unique color language, consumers can properly imagine the characteristics and performance of goods and generate associations, induce various emotions, make changes in the purchasing psychology, in order to enhance the consumer's understanding of the product, trust and love.
Design is a difficult creative process. When designing colors, it should follow certain rules and must be integrated under many restrictive conditions. In general, warm colors make people excited, warm and have affinity; while cool colors make people calm, serious, and have a sense of science and technology. Therefore, there are more warm tones when drawing food packaging. If you use cold tones, there will be deterioration and a feeling of freshness. In the packaging design of industrial products and electronic products, more cool colors are used. Because of the cold tone, it can better reflect the rigorous, high-tech taste. Therefore, when people's experience and understanding of color incorporates complex thoughts and emotions and rich experience in life, the color becomes full of humanity and sentiment, and then it becomes a certain symbol.
Color is unique for pre-perceived foods, beverages, and tastes. Freshness, nutrition, aroma, concentration, and texture are important, but products are already packaged, and customers are often evaluated only by visual cues, “sellingâ€. . The use of increased color appeal suggests that the product is fresher, sweeter and more effective. For example, labels designed for low-alcohol wines, light beer, or everyday beverages often use lighter shades that are lighter than the color of the product; dark-dark labels or packaging mean thick flavors, and are usually loved by people, while light-colored labels suggest The scent is very delicate, but the gray gives a negative impression, as if the item has been stored on the shelf for a long time or has sun and rain and legs. The color of packaging is the temptation of this potential hint or taste, which arouses consumers' aesthetic emotions, and then arouses people's desire for consumption. This mental activity, which is actively operating and intertwined with colors, embodies the great temptation of color design. This is both the subjective factor of the commodity and the emotional association of consumers. The full use of this image-colored communication function in design can not only arouse consumers' emotions and associations, but also enable consumers to “stay in the eye†so that colors can truly enter the emotional and spiritual world of packaging art and integrate into color. Bringing people into the aesthetic mood of consumption.
As an independent discipline, colorology has its basic laws and attributes. Although the color perception varies from person to person, this process has a common aspect. The diversity of the audience's aesthetic inclination is related to the social environment, cultural background, and personality factors of the audience, and also determines their likes and dislikes of color. Evaluation, therefore, must be considered in the design of the main target of sales of goods and sales areas of color preferences and taboos.
In short, the applied research of emotional color not only has the initiative of advanced design in the consumer field, but it also guides the emotional activities in the appreciation of the packaging color, but the consumer’s own occupation, social background, country, and individual’s emotional status. It also plays a role. People of different nationalities, different countries, different regions and different eras have different understandings, associations, and likes and dislikes of colors. They are all crucial to the aesthetic experience and experience of color. The visual communication and design performance of packaging design emotions require designers to be familiar with products and consumption, based on the study of color emotions, with the help of packaging to express their inner feelings, and at the same time when using color, they must understand and Familiar with the needs and special bans of various consumer objects