The color design of paper box packaging decoration is dependent on graphics, text, and texture. It not only requires beauty and elegance to meet people's perfect requirements, but also should be highly coordinated with their psychological feelings. Color is a visual perception that generates corresponding external stimuli to people's visual organs through different wavelengths of light. At the same time, different colors will trigger different psychological and physiological activities in people, and they will vary depending on their age, gender, experiences, ethnicity, and environment. Color has the power to evoke emotions and is an important component in creating beauty. Therefore, in the packaging and decoration design of paper boxes, designers should fully consider the abstract expression rules of different colors, so that colors can better reflect the attributes of goods, stimulate consumers' purchasing desires, and meet the needs of different consumer levels in the target market.
1. Cold and warm sensation
The sense of warmth and coolness in color is called colorfulness, and it has always been a key factor that dominates the overall packaging and decoration design. Generally, longer wavelengths of red, orange, and yellow are referred to as "warm colors", which easily associate people with the sun, flames, etc., creating a sense of warmth; And the shorter wavelengths of blue, blue, and purple are "cool colors" that easily evoke memories of ice, snow, the sea, blue sky, etc., creating a sense of coolness. In addition, there is the concept of white cold and black warm, which means that in the same color phase, adding white will tend to be cold, and adding black will tend to be warm. For example, cold colors are commonly used in beverage packaging, while warm colors are often used in white wine packaging.
2. Sense of distance
Observing different hues from the same distance, people will find that some are more prominent. Go closer; Some are more reclusive and far sighted. The sense of distance in color helps to arrange the relationship between the theme and background, making the subject more prominent and an effective means of increasing visual action. The sense of distance in color mainly depends on the brightness and hue of the color, generally warm colors are closer and cool colors are farther; Bright colors are close, dark colors are far away; Solid color is close, gray is far away; Color is close, non color is far; Colors with strong contrast are closer, while colors with weak contrast are farther away.
3. Light and heavy feeling
The lightness and lightness of colors mainly come from people's perception of life. It is mainly determined by the brightness of the color. Generally, light colors with high brightness feel lighter, while white is lighter; Dark colors with low brightness feel heavy, and black is heavy; If the brightness is the same, the purity shall prevail, with high purity indicating lightness and low purity indicating heaviness; In addition, it is also related to hue, with cool colors feeling light and warm colors feeling heavy. In the decoration design of paper box packaging, colors with low brightness and purity are generally used at the bottom of the picture for stability; For the packaging of children's products, it is advisable to use colors with high brightness and purity, which have a light and pleasant feeling and enhance the viewing experience.
4. Taste sensation
The taste sensation of color is mainly manifested in food packaging. For food, there used to be evaluation criteria for "color, aroma, and taste" because color easily expresses the corresponding taste of food. Different flavors of food, packaged in corresponding colors, can stimulate consumers' desire to purchase. In the design of paper box decoration, the taste perception of color is of great significance for food packaging. Sweet colors are mainly warm, warm is sweet, cold is bitter, the higher the brightness, the lighter the taste, and the lower the brightness, the stronger the taste. High purity is sweet, and low purity is the opposite; The colors of most food colorants represent appetite colors; Those with high brightness and purity, such as the yellow green color of immature green apples, also exhibit sour taste; The colors of perfume, which are mainly bright colors, give people fragrance.