Skills of color scheme

Color skills should be paid attention to from the following points: first, the relationship between color and packaging; The second is the contrast between color and color itself. These two points are the key points of color application.

(A) color and packaging care

Then, as a reference relationship between color and packaging, where should we start? Mainly through the color of external packaging can reveal or reflect the internal packaging items. People can basically perceive or associate what the inner packaging is by looking at the outer packaging. For this problem, the author has mentioned it many times in previous articles, but if we can go into the store to look at the goods, many goods fail to reflect this caring relationship. So that consumers can't think about what the packaged goods are from the outside to the inside. Of course, it will not play a positive role in promoting the sales of products. The color of normal outer packaging should grasp such a same feature in different degrees;

(1) In industry, food is usually expressed by its main colors of goose yellow and pink, giving people a warm and intimate feeling. Of course, many teas are green, many drinks are green and blue, many wines and cakes are red, and many children's foods are rose. The main colors of daily cosmetics are mostly rose red, pink, light green, light blue and dark brown, which highlights the warmth and elegance. Clothing, shoes and hats are mostly dark green, dark blue, brown or gray.

From the performance characteristics, as far as food is concerned, cakes and snacks are mostly golden yellow, yellow and light yellow, which gives people a fragrant feeling; Tea, beer and other drinks are mostly red or green, symbolizing the richness and fragrance of tea; Tomato juice and apple juice are mostly red, which shows the natural properties of this item. Although some packages don't look like the above-mentioned colors with similar commodity attributes from the main color, if the design of the package is written by experts, there must be a symbolic color block, color point, color line or concentrated content highlighted by this color on the picture on its outer packaging. This should be everyone's masterpiece. Many such examples can be found on some clothes, some cosmetics and even some wine packages.

(2) Color and color contrast.

In addition, the contrast between colors. This is the easiest thing to express but very difficult to grasp in many commodity packages. From the master's design, the wound effect of packaging is Chun Xue, on the contrary, it is the next Balinese. There is a popular saying in China's calligraphy and painting circles that it is impenetrable and enjoyable. It's actually a contrast. This contrast is very obvious and common in packaging design. Generally speaking, these comparisons include the following aspects: the depth of color application, the weight of color application, the point of color application, the complexity of color application, the elegance and vulgarity of color application, the contrast of color application and so on.

(1) Contrast between light and shade in color application. This is the most frequently used and widely used color in packaging design. It is common in many graphic designs (referring to posters, hanging pictures or situation binding). The so-called depth contrast should mean that two colors in the design color appear skillfully on a picture at the same time, resulting in a more harmonious perspective effect. Usually light-colored bedding is used in a large area, and dark composition is used on it, such as light yellow bedding, brown composition, or light yellow or white pattern lines are used in brown color blocks; It is also like using light green bedding; Dark green ingredients; Pink bedding; Big red composition; Light gray bedding; Soap black ingredients and so on. These are shades of color. In packaging design, we can use this form in some cosmetics packaging or some western wine packaging, especially in western Europe. Changyu wine in China, sausage in Shuanghui way and meat product packaging in CJ are mostly expressed in this form. This form of packaging is also common in Japan and Taiwan Province Province. Its visual effect is bright, concise, gentle and simple.

(2) Color contrast (or depth contrast) is also one of the important reproduction techniques in packaging color application. This light and heavy contrast often sets off a dignified and deep theme pattern with an elegant background color, or a dignified and deep theme pattern (mostly based on color block patterns). The theme and name of light and elegant packaging, as well as the trademark or advertising language. Conversely, a large area of dignified and deep pigments is also used to lay the foundation. In addition, some patterns are decorated with elegant colors or concentrated in a certain color block or combined. In this kind of light and heavy contrast, there are generally coordinated color contrast and cold and warm color contrast, and the method of coordinated color contrast is often light green to dark green; Light yellow to dark coffee; Pink is red, while the contrast between cool and warm colors is mostly black and white, red and blue.

(3) Point-to-surface ratio (or size contrast) of color application mainly refers to the contrast of pigments from a center or concentrated point to the whole picture in the design process of a packaging picture, that is, the contrast between a small-scale picture and a large-scale picture. In our daily life, especially in washing and cosmetic products, we can see that there is nothing clean in the whole area on the packaging box of a product, but there is a very obvious small square (or oval or small circle) in the middle, and then the theme of the brand and name of the packaging content is reflected from the picture of this small square, which is not only a combination of point and surface, but also a comparison between big and small, and occasionally a comparison from point to point.

(4) Comparison of complexity and simplicity in color application. We can see the unified 100 instant noodles. On their packaging bag, the lower part is a variety of miscellaneous instant noodles in kind, while on the top of its screen is the whole clean big green and red color, and then highlight the words "100", and then look at the cover of the 66th issue of Packaging World magazine (also called book packaging). It is very complicated to lay the foundation with large-scale straw photos, even the word packaging world is complicated, but the center of the front view shows a clean circular blank. It is marked "This print will expand its edition and increase its capacity in 2000" and "Welcome to subscribe to the local post office". It's so simple and simple, but it tells the ideological focus that magazines need to express independently most. I also saw a jiaozi bag and a seasoning bag in the store. The whole picture uses green, black and Huang San pigments, which are interwoven in one picture, just to show that the trademark is forced to be impatient, to show the name, and to show the pattern that sets off. The result is that because of the complex design in a large area, there is no hidden lining pattern of any practical significance, all the above subjects should be diluted and submerged, resulting in a psychological depression and boredom with this kind of packaging.

(5) The contrast between elegance and desire in color application is mainly to highlight vulgar characters and contrast elegance. This vulgar expression is accompanied by "dirty" color disorder and disorder (in fact, it is unique, and some western oil paintings pay great attention to this expression-modern abstract art). This composition either symbolically reveals the theme or serves the theme of "setting off the lotus". Make it a little red among the flowers. For example, on a packaging screen, there seems to be a mess of colors piled up, or accidentally thrown on it. Then quietly put it aside or clean up the theme of the pattern in a clever place. This is a very interesting thing. In addition to packaging, even book binding, advertisements, posters on posters and leisure columns on TV have tried this.

(6) Contrast of color application. This contrast is essentially the contrast effect formed by the differences of various pigments themselves. This contrast effect is usually manifested in the following aspects: contrast between light and shade (or contrast between yin and yang), like China's easy-to-fade map; Cold and warm contrast, such as the contrast between red and blue; Dynamic and static contrast, such as the contrast between elegant and calm background and lively and jumping patterns, characters: the contrast between light and heavy, such as the contrast between dark pigment and light pigment, and so on.