Food packaging color rules - design "Gulong" brand series canned sense

The packaging of goods is all sorts of things. When we enter the department store, the first thing that catches our eye is the gorgeous color world. It is like a colorful garden. It makes people dazzled. Color is really a fascinating and enchanting art world!
Color is the main artistic language for packaging and decorating. It is more visually pleasing than composition and styling. It has more abstract character traits, and it can also exert its attractiveness. Therefore, color creativity is not only an important element of beautifying commodities, but also an important means of promoting corporate and product image, and can increase the competitiveness of products.
The color of food packaging is particularly important in the commodity field. As long as we pay a little attention before the supermarket, we will notice that most of the color design of food packaging adopts a warm, appetizing and warm color series. For example, to illustrate, from the current canned meat market in Xiamen, some cans are mainly based on food photographs, and some cans are composed of two adjacent large color blocks or simply written. Such as "Shanghai" series of packaging using red and peach two color blocks. Their impression of consumers is a strong, gorgeous visual effect. Both of these can cause buying desires. “Gulong” brand canned meat series currently has a certain market in Xiamen. One of the main factors is that it has regionality and there are some fixed consumer groups. However, on the supermarket shelves compared with similar products, the "Gulong" old packaging unified identification method is relatively weak, in the color planning using the traditional yellow, together with orange, although there is a certain degree of visual impact, but in the grade There is a certain gap between other similar products. With the improvement of living standards, today's consumers continue to introduce new products of the same type, similar product promotions are in full swing, and the criticality of the goods is also increasing. Under this situation, in order to consolidate the old consumers and attract more potential consumers, it is imperative that we carry out a new overall series of packaging designs for the "Coulron" brand products.
At present, the trend of canned packaging is to adopt the same one-piece packaging of the can lid and the can body. Two cans of cans are used in the can body, which obviously improves the grade of the product. We took this into account in the Gulong brand can packaging design, but considering the needs of different consumer groups, we divided it into two types, one is the common type, (tank no packaging), and the other is Special type (cans and cans are uniformly packaged), their overall image is a unified identification method. Adopting a unified identification method can produce a series of product groups to form the strength and momentum of product promotion.
Because color can give a certain rhythm and harmony to a certain sentiment of packaging, it is close to nature and people's lives. It emotionally arouses people's psychological resonance, touches people's hearts and obtains spiritual pleasure beyond packaging design. "Gulong" brand canned meat packaging design uses a rich, bright beige-based color, and then according to the same series of different varieties of canned color planning. The main colors are red, orange, lemon yellow, pink and other warm colors as the background color, the application of these colors are rich warm appetite series, there is a psychological feeling of expansion, rise, stretch, it will touch the consumer's purchase Desire will also produce enough visual impact.
Consumers' perception of food packaging comes partly from delicious foods on photo-realistic photographs. "Gulong" brand meat series packaging uses a semi-circular arc of the photo, this gives people the feeling is half consensus, the other half is the consumer after opening the cans and then evaluate it. The semi-circular photographs are spray-expanded around, reminiscent of savory flavors, as if they are within reach, big appetizers, and then condense these “tastes” into a ribbon that runs through the entire package, creating a strong visual impact.
Modern companies pay great attention to their own image. “Gulong” is no exception. At the same time of creating brand-name goods, combining the characteristics of the goods itself, “excellent” in the same category, the design of the word “Gu Long” on the ribbons uses Chinese calligraphy. , making the entire packaging design with a national style, does not appear tacky. The word “Gu Long” is black in color, highlighting the firmness and solemnity of the enterprise, and it is more prominent in the entire picture. Taking this into account, the semi-circular product name also adopts a similar warm color but similar to the ribbon. Cold colors.
The color of the words “Gourmet Treasures” on the surface plays the same role as the main colors, and can adjust the entire screen effect. The color design of the two gift boxes adopts the traditional red and soft pastel pink color. This design can stimulate the senses of consumers, produce spiritual excitement, cause high attention and interest, and thus leave a deep impression.
The use of color in product advertising, the most important thing is based on product characteristics, good at weixiaoweixiao to meet the psychological needs of consumers, its feeling is the most popular form of the general aesthetic, so in the design of the "cologne" meat series canned In the poster, attention was paid to the combination of colors and compositional shapes, giving people a clean, hygienic blue tone, rotating the shape around the center point of the “cologne” food, and then using the eyes, ears, nose, and mouth in all four corners of the poster. To reflect the breath of life near the masses, so that the entire picture "moving in static, static and moving" visual sense.