[China Packaging Network News] Color plays a crucial role in packaging design, especially in today's highly competitive market. To stand out among countless products, brands must create visually distinctive packaging that captures consumers' attention, stimulates their desire to buy, and reinforces brand recall. This is where effective color design becomes essential.
Japanese color expert Da Zhihao has conducted extensive research on color design in packaging. In his book *Color Fundamentals*, he outlines eight key criteria for successful packaging color design:
1. Can the packaging colors be clearly distinguished from competing products?
2. Do they effectively symbolize the product's content?
3. Are the colors harmonious with other design elements and do they reflect the product’s quality and value?
4. Are they appealing to the target consumer?
5. Do they offer high visibility and work well with text?
6. How do they look individually and when stacked together?
7. Are the colors vibrant and suitable across different markets and display environments?
8. Are the colors consistent regardless of printing or color management limitations?
These guidelines are highly relevant in real-world packaging design. As consumer preferences become more diverse and the market becomes more segmented, the demands on packaging design have grown increasingly detailed and specific. To better address these needs, consumer goods can be classified into three main categories, each with distinct color design requirements.
The first category includes luxury items, such as high-end perfumes, cosmetics, women's fashion, men's cigarettes, premium alcohol, fine chocolates, and exotic luxury goods. These products require a unique personality and an atmosphere that conveys exclusivity, elegance, and high value. For example, French luxury perfumes often evoke a mysterious and romantic vibe, reflecting the essence of Paris. Similarly, whisky packaging might aim to recreate the refined ambiance of 18th-century nobility. The KENT cigarette brand uses white packaging with a golden "KENT" logo, evoking images of ancient castles and aristocratic living. Camel cigarettes feature a pale yellow background with desert motifs, creating a sense of mystery and tradition. High-end Chinese brands like Moutai, Wuliangye, and Yinyan are also moving toward international-style packaging to enhance their global appeal.
The second category consists of everyday necessities, such as canned foods, biscuits, condiments, coffee, and black tea. The color design for these products should serve two main purposes:
(1) Stimulate consumer appetite, and
(2) Clearly communicate the product’s image. For instance, mineral water packaging often uses sky blue to suggest purity and coolness, while transparent bottles highlight the product’s clarity. In China, brands in the food, beverage, and mineral water sectors in Guangdong have successfully implemented such strategies.
The third category includes mass-market products, such as mid-to-low-end cosmetics, soaps, and health-related items. These products target a broader audience, and their packaging color design should:
(1) Create a friendly and approachable atmosphere,
(2) Convey a sense of quality, and
(3) Help consumers quickly recognize the brand.
By carefully considering these aspects, brands can create packaging that not only looks good but also resonates with consumers on an emotional level.
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