Innovation of visual concept of packaging design

Third, easy to remember

Once a color combination captures and maintains attention and conveys a message, then the color is attached to the product, and the customer is repeatedly and repeatedly induced to identify and purchase the product. At this point, the packaging has already fulfilled its mission in retail stores, but it may continue to radiate fascinating charm in kitchens, shower sheds, recreation rooms, offices, courtyards and even debris piles. The American first-generation designer Luo Wei was In 1940, he designed a "big game" cigarette box. He boasted that he could easily identify whether he was thrown into a gutter or placed on a table. In fact, this is also related to the issue of color focus: indeed, some color combinations are more able to maintain attention, communicate information better than other combinations, and more or less permanently attach it to a product as much as possible. In other words, even if a particular color combination is successful in terms of visibility, readability, and attractiveness, there is no guarantee that it will always be associated with the product or brand name. There is no rule that requires us to link colors with a particular sense or emotional power. Designers use colors to target images. The response to the viewer is almost always an intuition rather than a rational one. This is why the innovative design is more like art than science.

Nevertheless, ignoring systematic market research and the "pure" principle in color theory is certainly a strategic mistake. Retail outlets are like arenas, where colors inspire emotions and simple color connotations will help us remember what we have already seen. It is estimated that color advertisements are 3 to 4 times as much as black and white advertisements in maintaining memory. However, while color is a major consideration, it must also rely on the correct shape, size, texture, and support of image or graphic content. Most of the colors that are easy to remember are the ones that are the easiest names to call. Despite the fact that people can distinguish between thousands of subtle colors, the vocabularies that can describe them pale in comparison. It includes quite a few color names: mainly brown, red, orange, yellow, green, blue, violet, and reddish purple, plus the deep, light, and gray variations of each color, to the extent of neutral colors (white (gray, black and black) increased. In addition, there are some easily recognizable metallic colors: obviously gold, silver, bronze and copper.

The simple and easy-to-remember color combination seems to be tempting to repeatedly sell certain brands of colors. A bold combination of colors (such as dark blue and silver) is easy to remember, and ambiguous color combinations (such as pink and purple) are easily forgotten, and a combination of strong-kicking colors is most effective. For example, it is not too difficult to remember a red, green, and gold badge or logo, although a more complex combination of complex colors may also produce a memorable impression. Kodak and Coca-Cola, the companies that have been particularly successful in maintaining their color integrity, have kept their uniqueness and intuitive recognition in the oceans of the oceans where Kodak products and Coca-Cola were used. When Kodak used blue instead of yellow in 1914. Until after the yellow packaging that people are familiar with was restored, its sales volume was significantly reduced. The effective operation period of an advertising campaign is usually about two months, and before a certain degree of style reinvention is necessary, the validity of packaging design can last for five years. In addition, easy-to-remember color combinations are particularly useful for raising awareness of safety and speed reading, whereby people can accept, absorb, and recognize maps, landmarks, and other types of information. For example, the greenness of expressways and the blue of ordinary roads; it is important to confirm the location of fire safety equipment and understand its significance at a critical point, where color coding is used to draw attention and to transmit information as quickly and clearly as possible: eye-catching Red is traditionally used for fire extinguishers and fire extinguishers. The yellow cylinder contains extinguishable flammable liquids and solid foam. The black cylinder contains gas that controls flammable liquids and gases. The blue extinguisher contains powder and is suitable for eliminating Including all fires caused by electricity.

In view of this, color is a mysterious treasure house of low cost, high added value and can create many practical functions. It is simply a brand resource. The change of color is far less than the cost of changing the form, and the good color is not more expensive than the bad color. The color that does not show any advantage in improving the production efficiency and increasing the sales volume of the product is indeed a waste of resources. Of course, the design of color vision communication depends on many considerations: it may be based on the designer's pure aesthetic ideals; it may be the reflection of the thoughts and emotions of the owner or the customer; and in addition, it is combined with the designer's color intuition and the trend of popular color prediction, shape, size, pattern And texture also plays a role in the overall artistic effect. Before choosing the right color and its combination, designers must establish and clarify the quality and quantity of the information conveyed. An effective starting point is: to analyze the nature of the products and services to be launched, and fully consider the audience. Group preferences and taboo colors, while drawing on the successful colors of other bestsellers, and then determine the basic color orientation on each of the opposite color pairs according to their corporate or product design concept: whether it is cool or warm, passive or active, and female. Or is it masculine? Young or old? Single or married? Natural or artificial? Senior exclusive or popular? Personal or corporate? Traditional or modern? Classical or romantic? Nostalgia or future? Which country does the consumer belong to? , what kind of social form? The product is put on the market in what season, and so on, ultimately helping to bred the product or item and matching it with a suitable color image. The savvy marketers are happy to follow the consumer's expectations and use color to sell the product to customers who have been targeted. Although color vision communication design almost always emphasizes its positive nature, each color family has negative or positive associations. For example, red color can represent vitality, excitement, courage, and enterprising spirit. It can also symbolize intrusion, cruelty, incitement, and even evil. Similarly, Yellow can evoke the association of the sun, joy, glory, and optimism, yet it represents suspicion, cowardice, and fraud; green symbolizes peace, balance, harmony, justice, prosperity, metabolism, and growth, while dark green causes tradition, reliability, and peace of mind. The opposite meaning is greediness, jealousy, nausea, poisoning and corrosion; the positive side of blue is associated with efficiency, meditation, order and loyalty, and its negativeness is sympathetic with repression, transcendence, indifference and sluggishness. This requires The designer accurately conveys the semantics of his color design by carefully and logically arranging color combinations and shapes to avoid ambiguity.