The effect of color on consumers

Abstract: The quality of a good package itself is important. However, to win a broad sales market, packaging is essential. It must be exquisite and unique, and only in this way can it stand out in a wide range of products. "Instantly seize the consumer's vision, so that customers immediately know the approximate characteristics and efficacy of the product, so as to guide consumers to enhance the memory of the brand, aroused their strong desire to buy, this is not an easy task.

To achieve this “immediate effect”, we must pay attention to many factors in packaging design, such as whether the shape of the outer packaging is beautiful and unique; whether the color is eye-catching; whether the text description is meticulous and thoughtful; whether the pattern form is strong; Whether the material is suitable for this series of factors is the most important color, because in people's perception, the visual knowledge accounts for about 83Z. It can be said that the color affects the marketing of the product. It plays a decisive role in opening the market of the product. effect.

Different colors give people different feelings while giving people different associations. This is the color fixed emotion. For example, red, yellow, and orange give people a passionate feeling, while blue, green, and purple give a feeling of calm and cold. In terms of technical terms, the former is called "warm" and the latter is called "cold". In the middle, there are a series of colors that determine whether the hue is “cold” or “warm” only when they are compared with each other, such as dark green, blue green, and green lotus. For the three elements of color: hue, lightness, warm and cold, we should be in the packaging design of goods should be reflected most vividly. When we study the contrast of color, there will always be some such situations: the saturation of color, the hue gives people visual sensation of light and heavy, in order to feel heavy, saturation must be high; to feel light, saturation Must be low. The "warmth and warmth relationship" in the design will produce a sense of color and distance. The cool color will give people a deep feeling. The warm color will bring people closer; the depth of color will determine the bulging and shrinking, for example, the feeling of white is not the same. Give people a vast expanse of fantasy, black gives crowded, narrow feeling. The reflection of color on the psychological and visual emotions is nothing more than coldness and warmth, lightness and weight, far and nearness, and inflation and shrinkage in color.

On the color palette, the packaging designer integrates the colors into a variety of colors to create a variety of colors. Each color tone represents a theme, expresses the characteristics of a product, and generates different product attributes, which can also be reminiscent of Different brands of goods, different types of goods and consumers. For example, the "Sugar King" cigarette series has two fixed colors: yellow and black. Consumers will only see this yellow outer packaging and you will think whether this is a fine cigarette produced by Changde Cigarette Factory. Its consumption. The object should be for people with higher incomes; and when you see the “Hibiscus King” in black packaging, soft packaging and hard packaging are two different levels of differentiation. The consumer groups it faces are high-income people. , Its product attributes are reflected in the fine quality of tobacco, fine processing, manufacturers have the most advanced production line; At the same time equipped with high-tech laser anti-counterfeiting marks; Well-known designers under the "Fur Wang" cigarette packaging box hue family has long been widely known Golden noble atmosphere, revealing the king style; black like black tulips, elegant, this special color is already, the brand's endorsement, has long been the majority of consumers of the pro-Lai. An excellent designer arranges and categorizes color knowledge accumulated over many years, boldly uses it, uses color to capture the consumer's psychology in a short period of time, and gives a strong impression on a limited packaged three-dimensional surface. The visual impact makes consumers' hearts deeply shocked, so that they can't forget that when our vision is stimulated by these colors, the retina will be transmitted to the heart and will feel cool in the summer. The joy of green water, through the packaging of goods, can be aware of the substance and content of the goods. On the contrary, due to the low-quality packaging of some products, we think of the low quality of the products, no matter how bad the advertisements are, but the name is not true, and it cannot stimulate the desire of consumers to buy. Although individual designers have changed their minds, they have done their best in color design, but they have received little recognition from consumers.

Color it has personal color, age color, cultural color, commercial color. The basic color is the difference between its social attributes.

a: Personal color: Some people prefer a certain color in their lives. No matter how nurtured or stimulated the day after tomorrow, his love for the product is limited to his deep-rooted color circle, which determines his preference for different packaging colors.

b: age: public goods have a general consumer psychology, which is reflected in different age groups, and different preferences for color seniors, middle-aged people, young people, and children. The elderly love the quaint, calm darkness, which is related to the vicissitudes of life they have experienced; the middle-aged people love the dignified and simple colors; the young people love the passionate and passionate colors; the children love the primary colors full of childlike interest.

C: Cultural color: To ensure that the color of the package accurately express the goods and be accepted by the majority of consumers, the designers should have good color knowledge and visual cultivation. Each person has a different degree of education. His knowledge background is different. As a designer, he is the publisher of product information. The recipient of this information is the consumer. He must have the same knowledge background to accept it. Consumers of goods are required to have a certain level of understanding of color. Different people have different understandings of color. For example, some people like grey tone. He thinks this is the oriental beauty. Some people like loud, bright colors. He thinks this is a modern feeling.

d: product color: Every period has its color, as a pure art we should not chase the trend of the times, but as the product color for the product sales market, we must have an insight into what the market needs, our color orientation. It is the ultimate goal of the merchant to follow where it is, to cater to the market, and to maximize the share of the commodity market.

Color has rich connotation and special artistic language in the design of commodity packaging, especially in the heart of consumers, which should be inspired by designers. As an excellent product packaging designer, we must not only attach importance to other beautification functions in the packaging of goods, but also be good at using color to grasp the hearts of consumers and make the products in short supply in the marketing process, thus constituting the main elements of commodity packaging— — The use of "color" is successful.

Fan Xiaojian Hunan Mass Media College Source: Hunan Packaging