The development of productivity makes the same attributes of products emerge in an endless series, leading to fierce competition in the commodity market, especially in the field of food products, when customized food packaging boxes, color design is to stimulate the physiological and psychological changes in consumer production, this change often affects the consumer's desire to buy products, and then the competitiveness of the product has a corresponding impact. The rational use of color, structure and material is the most scientific of modern food packaging, which is conducive to getting close to consumer psychology, effectively conveying product information, and realizing the value of food packaging.
In the scope of human perception, the visual perception of color is the strongest, and people will pay special attention to the contradictory relationship between colors. For example, after staring at a certain color for some time, people quickly turn their eyes to blank space and visually reveal its complementary color. The contrast between the complementary colors is strong and closely related. Complementary color relationship, same color relationship, similar color relationship, adjacent complementary color relationship, split complementary color relationship, positive three color relationship, these six basic color matching relationships provide a theoretical basis for the use of color in packaging design. Through the preliminary analysis, the color use option library is obtained, and the psychological effects of different colors are realized by using the color matching relationship.
Packaging materials and modeling
Packaging materials, modeling and color are the most basic elements, packaging color design is based on its inherent materials, and skillfully combined with packaging modeling to activate the food itself, enhance its proximity, so that it is symbolic and formalized. The properties of the material and its own texture will affect the performance of the overall packaging color design, for example, the effect of red on different materials such as wooden packaging bags and paper bags is different. The shape and color design in food packaging achieve each other, the shape carries the color expression, and the color improves the recognition of the shape. The packaging shape that fits the essence of the product is cleverly matched to the color, which can better express the psychological effect of color.
The ductility of food packaging color design refers to the comprehensive consideration of printing, display effect and other factors, whether the design objectives can be achieved in different markets and different display environments. Research shows that 70% of consumers typically make a purchase decision on the spot within 12 seconds, so it is important to consider not only the stacking effect of individual packages, but also whether the website display (computer printing) and shelf display (display environment) are prominent. The use of color psychological effects in packaging design can guide consumers to identify associations and emotional resonance, so as to stimulate their desire to buy, to achieve marketing purposes.