Personalization and market competitiveness of the

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Personalization and market competitiveness of packaging color

color is the most sensitive factor in visual performance. The treatment of color plays a very important role in packaging design. The overall effect of color needs to be eye-catching and personalized, which can catch the sight of consumers and produce different feelings through the symbol of color to achieve its purpose

in the visual expression of packaging design, the commonness and individuality of colors not only have their own independent connotations, but also take care of and combine with each other. Weakening the personalized performance of color style is tantamount to weakening the market competitiveness of its products. However, if the color performance of products is divorced from the basis of common understanding of most people, or cannot call people to feel that it is in line with certain business purposes, this personality completely divorced from certain common requirements, even if it is unique, will not succeed. This kind of packaging can be in an invincible position in the market competition only if it has certain common typicality and unique personalized color

the individuality of packaging color is reflected in the following aspects:


this is the biggest difference from the general painting color. All kinds of commodities have certain common attributes. There are great attribute differences between medical supplies and entertainment supplies, food and hardware supplies, cosmetics and cultural and educational supplies, which have been rated as the best energy-saving situation by the state. The same kind of products can also be subdivided. For example, pharmaceutical products are different from traditional Chinese medicine, western medicine, therapeutic medicine, tonic medicine and general medicine. In this regard, color processing should be treated specifically, give play to the sensory elements of color (physical, physiological, psychological), and strive to express typical personality. For example, blue and green represent the packaging color of anti-inflammatory, antipyretic, analgesic and sedative drugs; Red and coffee are used to represent the packaging color of tonic drugs


due to the abundance of product varieties and the increasingly fierce market competition, the visual performance of sales packaging is becoming increasingly important in advertising, of which color processing is certainly an important aspect. The obscurity and implication of color effect have only negative effects, so we must pay attention to the freshness of the large color composition relationship. For example, "Fuji" film, the contrast between large pieces of white and green and the bright visual recognition treatment of white background and red make the small film box still have good advertising effect, and the white light sense maintains the attribute idea of the product. Another example: the packaging image of Coca Cola has become an international language, and the distinctive red and white colors have produced a strong advertising effect that injects new vitality into the economic development of Xiamen, while showing the performance of products


① special color

some colors in packaging design should be matched according to their attributes, but in this way, the picture color is ordinary, and designers often do the opposite, using unconventional colors to make the packaging of their products stand out from similar goods. The treatment of this color makes our vision particularly sensitive and impressed

② pop color

pop color is a color in line with the trend of the times, which is fashionable and fashionable. It is the information of commodity designers and the signal of international trade

when a certain color tends to be generalized, people feel that they lack new stimulation and charm, and they need a different visual feature, which is imitated and popular. The use of popular colors in modern packaging design has indeed brought more and more economic benefits to products, and the vast number of far sighted entrepreneurs attach great importance to the role of colors. Fashion 2 published by the international fashion color association every year The sampling method for mechanical properties of welded joints gb/t 2649 (1) 989 color is proposed according to the characteristics of the international situation, market, economy and other times. The purpose is to give people a balance between heart and atmosphere, so as to create a harmonious and soft environment


the psychological changes produced by color vision are very complex, which vary according to times, regions, or personal judgments. Various countries and nationalities have formed different color customs due to the social background, economic conditions, living conditions, traditional habits, customs and natural environment

for example, China has a special preference for red since ancient times, ranging from national day, Spring Festival, to personal marriage, birthday, etc., all use red to symbolize happiness and auspiciousness. Red is often used on holiday gift packages

yellow is the special color of feudal emperors in China. It symbolizes holiness, solemnity and authority. It represents the center. Used for food color in packaging, it gives people a feeling of richness, sweetness and crispness. It is a color that can cause appetite

green is the color of plants and trees in nature and the color of green life, symbolizing nature and growth. Green close to yellow represents a sense of youth, symbolizing spring and growth; Fresh green is the color of chlorophyll, which will cause appetite. It symbolizes peace and security. The packaging color of tea is mostly green

blue means calm, long-standing, calm, rational and far-reaching. It also represents the East

in addition, some countries or regions have certain taboos on ensuring that the production process is as simple as possible. For example, dark green is taboo in France, which will make people associate with Nazi military uniforms and produce disgust; People in desert areas are used to seeing the wind and dark, the yellow sand is long, and they are used to yellow. They can only encounter oases after a difficult journey, and encounter the water, food and human society needed for survival, so they especially cherish green; The minaret of Islamic teaching and the flag of the Arab nation are decorated and symbolized with their cherished green, and yellow is taboo

therefore, we should understand the preferences and taboos of various countries and regions for color, especially the color treatment on the packaging of import and export commodities, which should be suitable for national conditions, so as to improve the competitiveness of products in the international market

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