Third, the carton packaging and decorating color design Carton packaging and decorating color design, is attached to graphics, text and muscle, not only requires beautiful, generous, to meet people's aesthetic requirements, but also should be highly coordinated with people's psychological feelings. Color design mainly considers the following aspects:
1. The color hue of a color is the total tendency and total sentiment of the color arrangement on the screen. It is the dominant color of a group of colors, and it occupies an absolute advantage in the full screen. Packaging requires a visually prominent display on a long-distance shelf to convey product information, which requires a strong sense of color to match. Therefore, the key to packaging color design is tone design.
The hue design requirements are consistent with the main functions of the product. For example, red and orange notes are preferred for gift packaging, and cold beverages are preferred for cold beverage packaging.
The tone design requirements and times, different regions, and different nationalities are all united in the color of the taboos. We must be able to adapt to this change and follow the trend of the times. For example, people in the Islamic region like to avoid the use of green yellow; the Tibetans use white as their honorable color. With light yellow, green; Manchu people love yellow, purple, red, blue and avoid white. Tones design should fully consider these traditional habits, so that products can be welcomed, for export goods, packaging design can only respect the customs of other countries or countries.
2. Contrast of Colors On the twelve-hue circle, the color of the two opposites is called contrasting color, and the difference in hue and brightness is the greatest, leaving a vivid and strong contrasting feeling. Only by contrast can the colors express the image correctly. The comparison mainly includes the following three aspects:
The comparison of brightness includes the comparison of the brightness of the same hue and of the different hue, and the comparison needs to be repeated for accurate expression. Brightness contrast can enhance the brightness, the stronger the contrast, the clearer the visual effect, and the more blurred the visual effect.
Purity comparison In the same color phase, the higher the purity, the more vivid the color, the lower the purity, and the more turbid. Purity contrast enhances richness.
Color contrast This is the phenomenon of color shift due to the difference in hue when two or more colors are juxtaposed or alternately changed. It can be divided into color contrast, complementary color contrast and cold and warm contrast.
In contrasting color design, the contrast should be just right, so that the screen is gorgeous but not boring, and it is not floating, resulting in harmonious and harmonious beauty.
3. The harmony of the colors is on the twelve-hue circle. The two similar colors are called harmonic colors. The color harmony gives people an implicit, rich, elegant, pleasant and comfortable feeling. The main methods of reconciliation are:
The same kind of hue and color refers to the color with the same color and different brightness, such as light green, green, dark green with light red, red, dark red.
Approximate hue refers to the combination of different colors that contain common components, such as orange, vermilion, and yellow, all of which contain yellow components and are easily coordinated.
4. The rhythm of color rhythm is an important factor that forms the sense of form of the picture. There are many changes in the picture, such as strength and weakness, size, light and darkness, hardness and softness, height, and reality. These two contradictory changes are not simple. The repetition, but a variety of forms of rhythm movement, it has both repetition and development, all aspects of mutual restraint and mutual advancement, reflects the natural harmony. From the screen effect, there are fierce, stable, happy, melancholy and so on. Various colors are used to embody the same theme as an organic whole and are incorporated in the rhythm of the rhythm.
In color relations, contrast is a factor of change, and harmonization is a unified factor. The basic requirement for packaging color design is to handle the relationship between change and unity, to seek change in unity, and to seek unity in change. At the same time, the good color effect of packaging does not lie in the use of color. The key lies in the choice and cooperation of colors. The use of colors is too easy to produce a messy “flower†feeling, and it seems tacky.
Fourth, branded packaging carton design examples Marlboro cigarette box above the use of dark red, the lower part is pure white, trademark "MaRlboRo" with a striking black, top of the cigarette box decorated with gilded Philip Morris logo; two horse guards With a golden crown, it is easy to think of the masculine beauty of western cowboys, cater to the psychological needs of men's freedom, roughness and strength, and give people a feeling of exquisite luxury. In the endless new cigarette products in China, the main colors of packaging are mainly red and gold, such as the red of the Fufu brand, the red sauce of the best cloud, the magenta of the red camellia, the pink of the Olympic crown, and the dark red of the red cloud. There are Hongtashan cigarettes, dignified red towers fasten the product name, surrounded by light clouds around the product characteristics; fragrance elegant, endless aftertaste.
The box of the Confucius House wine uses the traditional color matching of the blue background, red stripes and black characters, which not only highlights the holiness of the Confucius family wine, but also gives consumers a sense of authenticity and trust. The color of the bamboo flavored green wine box is also designed to mimic the dark green color of bamboo. The paper box packaged in the Forbidden City liquid series adopts the dark blue color commonly used in the court of the Qing Dynasty as the background color and is decorated with a dragon pattern, which has an excellent effect.
The yellow color on Kodak's film cassette is reminiscent of the warm sunshine, the golden spirit of the sun, and the red mark on the dark yellow bottom. It is eye-catching, creative, and brings huge economic benefits. Fujifilm's green packaging makes it easy for consumers to think of a combination of greenery, green grass, and rich grass. The combined design of a greenish-white strip and a white oblique stripe gives off an orange-colored logo that feels very harmonious in a strong contrast. Excellent results.
Japan's Tonic Series green tea packaging box, although not many color language, but through a simple bright color effect, just right brightness, color contrast, overflowing fresh and fresh feeling. The design of Oolong's packaging box changed from the color used in the past to black. After entering the international market, it received good results. This is mainly because people are accustomed to the packaging of dark green and brown tea. A black packaging suddenly emerges as a visual center. , causing consumer curiosity.
1. The color hue of a color is the total tendency and total sentiment of the color arrangement on the screen. It is the dominant color of a group of colors, and it occupies an absolute advantage in the full screen. Packaging requires a visually prominent display on a long-distance shelf to convey product information, which requires a strong sense of color to match. Therefore, the key to packaging color design is tone design.
The hue design requirements are consistent with the main functions of the product. For example, red and orange notes are preferred for gift packaging, and cold beverages are preferred for cold beverage packaging.
The tone design requirements and times, different regions, and different nationalities are all united in the color of the taboos. We must be able to adapt to this change and follow the trend of the times. For example, people in the Islamic region like to avoid the use of green yellow; the Tibetans use white as their honorable color. With light yellow, green; Manchu people love yellow, purple, red, blue and avoid white. Tones design should fully consider these traditional habits, so that products can be welcomed, for export goods, packaging design can only respect the customs of other countries or countries.
2. Contrast of Colors On the twelve-hue circle, the color of the two opposites is called contrasting color, and the difference in hue and brightness is the greatest, leaving a vivid and strong contrasting feeling. Only by contrast can the colors express the image correctly. The comparison mainly includes the following three aspects:
The comparison of brightness includes the comparison of the brightness of the same hue and of the different hue, and the comparison needs to be repeated for accurate expression. Brightness contrast can enhance the brightness, the stronger the contrast, the clearer the visual effect, and the more blurred the visual effect.
Purity comparison In the same color phase, the higher the purity, the more vivid the color, the lower the purity, and the more turbid. Purity contrast enhances richness.
Color contrast This is the phenomenon of color shift due to the difference in hue when two or more colors are juxtaposed or alternately changed. It can be divided into color contrast, complementary color contrast and cold and warm contrast.
In contrasting color design, the contrast should be just right, so that the screen is gorgeous but not boring, and it is not floating, resulting in harmonious and harmonious beauty.
3. The harmony of the colors is on the twelve-hue circle. The two similar colors are called harmonic colors. The color harmony gives people an implicit, rich, elegant, pleasant and comfortable feeling. The main methods of reconciliation are:
The same kind of hue and color refers to the color with the same color and different brightness, such as light green, green, dark green with light red, red, dark red.
Approximate hue refers to the combination of different colors that contain common components, such as orange, vermilion, and yellow, all of which contain yellow components and are easily coordinated.
4. The rhythm of color rhythm is an important factor that forms the sense of form of the picture. There are many changes in the picture, such as strength and weakness, size, light and darkness, hardness and softness, height, and reality. These two contradictory changes are not simple. The repetition, but a variety of forms of rhythm movement, it has both repetition and development, all aspects of mutual restraint and mutual advancement, reflects the natural harmony. From the screen effect, there are fierce, stable, happy, melancholy and so on. Various colors are used to embody the same theme as an organic whole and are incorporated in the rhythm of the rhythm.
In color relations, contrast is a factor of change, and harmonization is a unified factor. The basic requirement for packaging color design is to handle the relationship between change and unity, to seek change in unity, and to seek unity in change. At the same time, the good color effect of packaging does not lie in the use of color. The key lies in the choice and cooperation of colors. The use of colors is too easy to produce a messy “flower†feeling, and it seems tacky.
Fourth, branded packaging carton design examples Marlboro cigarette box above the use of dark red, the lower part is pure white, trademark "MaRlboRo" with a striking black, top of the cigarette box decorated with gilded Philip Morris logo; two horse guards With a golden crown, it is easy to think of the masculine beauty of western cowboys, cater to the psychological needs of men's freedom, roughness and strength, and give people a feeling of exquisite luxury. In the endless new cigarette products in China, the main colors of packaging are mainly red and gold, such as the red of the Fufu brand, the red sauce of the best cloud, the magenta of the red camellia, the pink of the Olympic crown, and the dark red of the red cloud. There are Hongtashan cigarettes, dignified red towers fasten the product name, surrounded by light clouds around the product characteristics; fragrance elegant, endless aftertaste.
The box of the Confucius House wine uses the traditional color matching of the blue background, red stripes and black characters, which not only highlights the holiness of the Confucius family wine, but also gives consumers a sense of authenticity and trust. The color of the bamboo flavored green wine box is also designed to mimic the dark green color of bamboo. The paper box packaged in the Forbidden City liquid series adopts the dark blue color commonly used in the court of the Qing Dynasty as the background color and is decorated with a dragon pattern, which has an excellent effect.
The yellow color on Kodak's film cassette is reminiscent of the warm sunshine, the golden spirit of the sun, and the red mark on the dark yellow bottom. It is eye-catching, creative, and brings huge economic benefits. Fujifilm's green packaging makes it easy for consumers to think of a combination of greenery, green grass, and rich grass. The combined design of a greenish-white strip and a white oblique stripe gives off an orange-colored logo that feels very harmonious in a strong contrast. Excellent results.
Japan's Tonic Series green tea packaging box, although not many color language, but through a simple bright color effect, just right brightness, color contrast, overflowing fresh and fresh feeling. The design of Oolong's packaging box changed from the color used in the past to black. After entering the international market, it received good results. This is mainly because people are accustomed to the packaging of dark green and brown tea. A black packaging suddenly emerges as a visual center. , causing consumer curiosity.
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