Brand Packaging Design (Part 2)

Packaging color design
Color plays a particularly important role in packaging design. In the fiercely competitive commodity market, it is necessary to make the products have visual characteristics that are obviously different from other products, more attractive to the charm of consumers, stimulate and guide consumption, and enhance people’s memory of brands. .
Japanese color expert Da Zhihao had done in-depth research on the color design of packaging. In his book Color Fundamentals, he proposed the following eight requirements for packaging color design:
1. Whether packaging colors can have striking identification in competitive products;
2. Is it a good symbol of product content;
3. Is color consistent with other design factors and effectively represent the quality of the product?
4. Is it accepted by the product purchaser?
5. Is there a high degree of visibility, and can have a good set of characters on the text;
6. How does the effect of a single package stack with multiple packages?
7. Color in different markets, whether the display environment is full of vitality;
8. Whether the color of the product is limited by printing, the effect is the same.
These requirements are undoubtedly realistic in the practice of color design for commodity packaging. With the diversification of consumer demand and the subdivision of the commodity market, the requirements for brand packaging design have become increasingly stringent and meticulous. In order to more accurately grasp the different requirements of different types of product packaging color design, we can classify the consumer goods into three categories, and put forward the specific requirements for color design respectively:
The first category, luxury goods. Such as cosmetics in the high-end perfumes, soaps and women's clothing products, etc.; men use such as cigarettes, alcohol, high-grade candy, chocolate, exotic luxury specialty products. This kind of product requires a unique personality in particular, and the color design needs a special atmosphere and a sense of luxury. For example, French high-end perfumes or cosmetics have mysterious charm and incredible atmosphere, showing the romantic atmosphere of Paris. This kind of product should be elegantly designed regardless of the package type or color. For another example, men's taste of whisky, packaging design has a special atmosphere to live in the 18th century French nobility, cigarette packaging design requires a sense of aristocratic temperament. The cigarette box of KENT cigarettes is white. A white ancient castle towers in white and is accompanied by the golden “KENT” trademark, which reminds people of the noble life in the old castle. The background color of the Camel cigarette case is pale yellow, which means that the vast desert. Pyramids and palm trees on a background pattern represent the ancient East, giving a mysterious and primitive feeling. Domestic "Moutai", "Wuliangye", "Shanghai Huzhou Laojiao", "China Tobacco", "Yinyan" and other top-quality packaging are also starting to design to international brand names.
The second category is the foods needed for daily life, such as canned foods, biscuits, condiments, coffee, and black tea. The color design of such product packaging should have two features:
(1) Arousing consumer appetite;
(2) To deliberately highlight the product image, such as mineral water packaging using sky blue, suggesting cool and pure, and fully transparent plastic bottles, fully display the characteristics of the product.
The third category is popular commodities, such as middle and low-grade cosmetics, soap, and health protection products. Such products are positioned in the popular market, and their packaging color design requirements:
(1) To show a sense of atmosphere that is easy to get close to;
(2) To demonstrate the high quality of the product;
(3) It enables consumers to identify the brand in a short period of time.