2.3 Comparison of purity in the specific use of packaging colors
The contrast of strong purity will stimulate people's physiology and psychology. On food packaging, the use of bright and vibrant contrasting colors can emphasize the sweet, sweet smell, taste and taste of food. For example, chocolate, cereal, and other foods are mostly based on warm colors such as gold, red, and brown. Using strong contrasting techniques will give people fresh, delicious, nutritious feelings. The color with weak purity contrast gives people a soft and elegant sense. For example, green tea is used as the keynote, and weak contrast is used to give people a fresh and healthy feeling.
2.4 The specific application of heating and cooling contrast in packaging color
Looking at the specific application of packaging colors, to a certain extent, the contrast between cooling and heating is limitless, and grasping the comparison of cooling and heating also grasps the essence of packaging color change. Because the change in color warm and cold affects the color brightness, purity, and hue changes. Recognizing this point, it is easy to understand the changing rules of the packaging colors, and to express this point, the color relations will be organized more closely and more vividly, and it is easier to express the realism of product attributes. In this regard, the contrast between cooling and heating mentioned here actually includes the comprehensive organization of the three contrasts of color brightness, purity, and hue, rather than anything beyond the comprehensive comparison. Some people do not understand this point, thinking that cold and warm contrast is the negation of the contrast between light and dark, or the negation of the relationship of purity. This view is obviously lack of a deep understanding and grasp of the relationship between cold and warm, in practical use one-sided Emphasis on the relationship between cold and warm, while ignoring the horizontal connection and comparison of other comparative relationships, leading to the visual effects of packaging color disorder, giving a "flower"
With the "chaos" feeling. For example, in the packaging of cold foods and drinks, cool colors such as blue, green, and white, which are cool and snowy, are used as the main colors. By using the contrast relationship of the same hue or adjacent hue, the frozen food sense and health and safety sense can be highlighted. In the packaging of pharmaceuticals and drugs, it is commonly used to make clear; the warm color blocks indicate the nature of the drugs, such as red indicates nourishing and fitness, blue indicates anti-inflammatory and antipyretic, green indicates pain and sedation, and red and black blocks indicate severe drugs. The specific application of this kind of color contrast can use different contrast methods according to different product types, so that consumers can identify different product attributes and play a color memory function at the time of next purchase.
2.5 Comprehensive Comparison
The color contrast formed by the difference in two or more properties such as brightness, hue, and purity is a comprehensive comparison. There may be differences in brightness, hue, and purity between the color series; there may also be differences in lightness and purity between the achromatic series and the colored columns. The contrasts formed by these differences, appearing on one screen at the same time, can present a variety of comprehensive contrast relationships. Both the brightness contrast and the purity comparison mentioned above are single-item comparisons. For example, the brightness is the same as the hue of each color, the purity is also the same, and only the lightness difference is shown; the purity is the same as the hue of each color, the brightness contrast is also the same, only the purity difference. Such a rule is beneficial to the in-depth study of the laws of individual comparisons. However, the color contrast ratio is difficult to exclude other contrasts to study. The contrast between each hue is inevitably due to the difference in lightness, purity, and coolness of each color. Therefore, the contrast of hue can not be regarded as a single comparison, it should be called comprehensive comparison.
The focus of the study's comprehensive comparison is to study the interrelationships among the individual comparisons, or to study the relationship between the major nature of the comparison and the non-primary nature of the comparison. In the case of multiple comparisons at the same time, some people tend to consider only the comparison of major properties, while ignoring the mutual influence relationship between the primary and secondary, that is, despite the existence of a comprehensive comparison, they only consider it as a single comparison. This has obvious one-sidedness. In fact, in practice, it is generally unlikely that there will be only a single comparison factor, but in most cases it is a comprehensive comparison. Therefore, the correct approach is to take a dialectical approach and comprehensively and comprehensively consider various comparative factors, so that there are times and priorities, and the objectives are clear.
The general color matching of packaging design is not many, but the requirements are more, such as the requirements of light and bright, clear image, vivid color, rich color effect and so on. Faced with such a large number of requests, relying solely on individual comparisons is not enough. Only relying on comprehensive comparisons can solve these problems. For example, in some packaging colors, the contrast colors of rose and pink, pink and medium green, dark blue and light yellow, and vermilion and black are commonly used. This is an example of comprehensive comparison. Although this gives up the strongest single contrast, it retains A certain degree of contrast, but also makes the color rich, bright and bright up, this is the strengths of comprehensive comparison. In addition, there are differences in color between the forward and backward, Zhang and contraction, thick and thin, can form the contrast between the advance and retreat, shrinkage contrast, thickness contrast, etc., these different nature of the contrast have other characteristics of the contrast can not be achieved contrast effect.
Each of the above comparisons will be strongly contrasted due to the large differences, because the differences are small and weak contrasts are formed, and because the differences are moderate, there are various degrees of contrasts such as middle contrast. Each degree of contrast within the same-nature comparison also has the contrast effect that is otherwise impossible to compare.
3 Conclusion
In summary, while understanding and expressing the color of packaging and clarifying the principle of color contrast, it is also necessary to establish a comparative relationship, and to contact with various other contrasting factors and harmonizing factors. Thinking about the phenomenon of rich packaging colors, through long-term practice, you will be able to fly freely in the kingdom of packaging colors.
(Author/Jiji Zhang Chongqing Technology and Business University)
"Packaging Project"