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Humanized Packaging Color Printing Design Method

      With the improvement of living standards, packaging and printing has been closely related to our life, and people’s demand for packaging design has become more and more picky and harsh. From the 1980s to 1990s, humanized design has become the focus of attention in the period of diversification, and gradually formed an irreversible trend, which not only endows humanized design with paper packaging structure, The color design of packaging is no exception. Humanized Packaging Color Printing Design Method

      The humanized design of packaging color reflects the essential characteristics of “people-oriented”. It reflects the respect and care for human nature from the color, and creates a harmonious and comfortable color vision, which is more conducive to people’s survival and development. Successful packaging is inseparable from the preemptive color beauty. Humanized Packaging Color Printing Design Method

      The color attached to the packaging not only plays a role in promoting sales and establishing brand image, but also has the power to call for emotion and form an important part of the overall beauty. As American designer pross said, “people always think that design has three dimensions: aesthetics, technology and economy, but more importantly, the fourth dimension: human nature.”Humanized Packaging Color Printing Design Method

Humanized Packaging Color Printing Design Method

1. Causes of humanized design of packaging color:Humanized Packaging Color Printing Design Method

      The trend of humanized design of packaging color not only has the original flash of society and individual, but also has the reasons for the development needs of design itself.Humanized Packaging Color Printing Design Method

1) Demand for brand competition

      With the development of economy, science and technology, modern business competition is fierce, there are many brands in the market, and the product quality launched by various enterprises is equal and each has its own advantages. Finally, the brand competition becomes “Kung Fu outside”. Although consumers have doubts and think that they can not “judge people by appearance”, they can only explore the content from packaging and are willing to choose novel and beautiful packaging. 

      Mr. Song Jianming once analyzed in the color topic: “the problem solved by color design is the image problem, and the main task is to solve the color fashion problem of products.” “Color design is like a makeup artist. Changing people’s appearance is not his task. This’ hard skill ‘may be the task of cosmetic surgeons, but color designers use the’ soft skill ‘- color to change their appearance.Humanized Packaging Color Printing Design Method 

       This is an effective means to increase the high added value of products with less investment.”, Packaging color is not only an invisible key to open the hearts of consumers, but also the most important external feature of products. It has created an amazing effect of low cost and high added value for products, forming an irreplaceable way of information transmission and one of the attractive design means.Humanized Packaging Color Printing Design Method

2) Consumer psychological needs

     The purpose of design is to meet people’s physiological and psychological needs. The two needs have become the driving force of human design. People’s spiritual world is a vast and boundless world. People’s psychological and spiritual needs are rich and endless. The packaging color must have a novel feeling in order to attract the attention of customers. This is caused by the “bad habit” of liking the new and hating the old.

      Mozi said, “food will always be full, then beauty, clothing will always be warm, then beauty, home will always be safe, and then joy.” For commodities, first of all, at least people should get physiological needs and satisfaction from the material function of commodities, and then get aesthetic and psychological care from the spiritual function of products, and reflect self-esteem and achievement. As Pierre jeros, a famous French semiotician, said, “in many cases, people are not buying specific goods, but looking for symbols of trend, youth and success.”Humanized Packaging Color Printing Design Method

3) The demand for diversified design and development

     Throughout the development history of modern packaging design, starting from the promotion of color printing in the 1950s, it has experienced the Victorian packaging color unrestrained and gorgeous, but slightly light and artificial style, as well as the new art movement that advocated absorbing nutrition from nature and Oriental Culture in the early 20th century, and the modernist design movement initiated by Bauhaus after the Second World War Wake up the door, oppose decoration.Humanized Packaging Color Printing Design Method

      Emphasize functional and rational characteristics, swept the world, and gradually evolved into an internationalist style of dominating the world. Mies van der Rohe put forward the principle of “less is more”. Although it is architectural design, the same situation also occurred in packaging design. The packaging design in this period was simple in composition, neutral in color, highly functional and impersonal. This style adapted to the commercial characteristics of lack of materials, rapid economic development and internationalization after World War II, And brought huge social wealth.

However, when people have been in a monotonous, uniform and impersonal environment for a long time, they begin to get tired of this too cold, handsome and rational style. In order to meet the changing and growing needs of consumers, some designers begin to abandon the shackles of this design trend and explore the expression forms of decorative, changing, traditional and humane packaging colors, A series of designs emphasizing decoration and humanization, such as postmodernism, have been welcomed by consumers.Humanized Packaging Color Printing Design Method

2. Color expression characteristics of humanized packaging

1) The unity of color function and entertainment

       The function of packaging color is reflected in many aspects. It has the color use function for the purpose of highlighting the specific use value of goods, such as red for tonic and fitness, blue for anti-inflammatory and antipyretic, green for pain relief and sedation, etc;Humanized Packaging Color Printing Design Method

       It has the function of color image to convey commodity characteristics, such as red and black for spicy food and blue-green for cool drinks; There are also the classification and grading function of distinguishing different price grades and different categories of goods in the series of products, as well as the marketing function and aesthetic function to stimulate consumer psychology.Humanized Packaging Color Printing Design Method

      The humanized expression of packaging design color not only meets the above functional needs, but also meets the psychological needs of modern people in pursuit of relaxation, humor and entertainment.Humanized Packaging Color Printing Design Method

     A typical case is that M & M’s (Mars company), which has dominated the chocolate market for many years by virtue of the popular “melt in the mouth, not in the hand” advertisement, has launched red, yellow and green chocolates on the basis of traditional brown, attracting the largest consumer group of children. The popular M & M, s connection has added orange beans, red beans (return), blue beans and purple beans, Every time a new color is added, the market sales will rise. Humanized Packaging Color Printing Design Method

     According to the market survey, Mars obtained that the popularity of chocolate with different colors was 30% brown, 20% red and yellow, 10% orange and green respectively. Mars also bagged chocolate beans in strict accordance with this figure. The chocolate beans with colorful coats not only reflect the aesthetic function, but also cater to people’s “play” children’s psychology. Therefore, M & M, s has obtained rich returns from the market.Humanized Packaging Color Printing Design Method

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