Packaging Design - Color Psychology

The psychology of color is more complicated. Each color can produce many visual psychological phenomena. Take the general psychological phenomenon as an example. The fiery sun, the white snow, the clear springs, the green forest, the colorful butterflies, and the Hot, brilliant, crystal, quiet. Different colors have different psychological effects on people, and give various psychological feelings based on people's age, gender, experience, ethnicity, and environment. The packaging designer is to use this color to give people's emotional and connectional effects to express various meanings and artistic conceptions, so that the colors better reflect the attributes of the products and adapt to the consumers' psychology to adapt to the hobbies and customs of different regions at home and abroad. , thereby expanding the influence of the product and promoting sales.

Different colors and color combinations give people different psychological effects, including a sense of warmth and coldness, lightness, softness and hardness, thickness, sense of distance, gorgeous and simple feeling.

Cool and warm feeling . The warm and cold feeling does not come from the actual temperature of the physics, but is related to people’s visual experience and mental association. People see red, orange, yellow and other colors will think of the light and warmth of fire; when they see blue and blue, Think of seawater, clear springs, and the stars, creating a sense of coolness. Therefore, in colorology, colors such as red, orange, and yellow are called warm colors, and colors such as blue and blue are called cold colors.

Lightweight, soft and hard feeling . It is also common for color to give people psychological, emotional, and soft and hard feelings, depending on the brightness and contrast of the color. The higher the brightness is, the more transparent the color is, apparently has a light and soft feeling. The lower the brightness is, the darker the color is, and the color feeling is heavier and harder.

Thickness . High lightness of light red, light yellow, light blue and other light colors will produce a thin feeling, dark brown, red dates, olive green and other dark colors give a heavy feeling.

Sense of distance . Through the observation of life, people find that the color of the object that is close to the object is bright and clear, and the object that is far away from the perspective of the air sees that the color must be gray and fuzzy, and thus the sense of color of the forward and backward colors is generated.

Gorgeous and rustic . Bright and bright colors appear gorgeous and brilliant, heavy colors appear simple and elegant.

Regardless of the color of the color or the color without color, it has its own facial features. Each hue, when its purity or lightness changes, or in a different color relationship, the color of the expression also changes.