In the highly competitive world of consumer goods, color plays a crucial role in packaging design. It is essential for products to stand out visually and create a strong first impression that captures consumers' attention, stimulates desire, and enhances brand recall. This is where effective color design comes into play.
Japanese color expert Da Zhihao has conducted extensive research on color application in packaging. In his book *Color Fundamentals*, he outlines eight key criteria for successful packaging color design:
1. The colors must be clearly distinguishable from competing products.
2. They should serve as an appropriate representation of the product's content.
3. The color scheme should harmonize with other design elements and reflect the product’s quality and value.
4. It should be appealing to the target consumer.
5. It needs to ensure high visibility and work well with text layout.
6. The visual impact of a single package and its arrangement when stacked must be considered.
7. The color should remain vibrant across different markets and display environments.
8. The color should maintain consistency regardless of printing methods or color management systems.
These guidelines are not only practical but also increasingly relevant as consumer preferences diversify and the market becomes more segmented. To better address the unique needs of various product categories, it’s useful to classify consumer goods into three groups, each requiring specific color design strategies.
The first category includes luxury items such as high-end perfumes, cosmetics, designer clothing, cigars, premium wines, and exotic luxury goods. These products demand a distinct personality, a sense of exclusivity, and a luxurious atmosphere. For example, French perfumes often evoke the romantic charm of Paris, while premium whiskey packaging may transport consumers to the elegance of 18th-century aristocracy. The KENT cigarette brand uses a white background with a golden "KENT" logo, evoking images of ancient castles and noble living. Similarly, Camel cigarettes feature a pale yellow background symbolizing the desert, with pyramids and palm trees adding a mysterious Eastern touch. Chinese brands like Moutai, Wuliangye, and Yinyan are now adopting international-style packaging to match global standards.
The second category consists of everyday necessities like canned foods, biscuits, condiments, coffee, and black tea. The color design here should focus on two main aspects: stimulating appetite and clearly communicating the product’s image. For instance, mineral water packaging often uses sky blue to suggest purity and coolness, while transparent bottles showcase the product itself. In China, brands in the food, beverage, and mineral water sectors—especially those based in Guangdong—have successfully implemented these principles.
The third category includes mass-market products such as mid- to low-end cosmetics, soaps, and health products. These items aim to connect with a broad audience and their packaging should convey approachability, quality, and brand recognition. The colors need to be friendly and inviting, making it easy for consumers to identify the brand quickly. This balance between affordability and visual appeal is key to success in this segment.
By understanding and applying these color design principles, brands can effectively communicate their identity, meet consumer expectations, and stand out in a crowded marketplace.
Puzzle 3D Eraser Bulk
"Puzzle 3D Eraser Bulk,Puzzle 3D Eraser,Building Blocks Eraser,Toppers Cute Erasers "
Yiwu Shengshang Stationery Co., Ltd. , https://www.ss-stationery.com