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When developing a product packaging design, it should be borne in mind that color is one of the most important and active elements of it. And this is not surprising: the human eye is designed in such a way that color is able to change our idea of the shape of an object, its quality, taste, belonging, bring liveliness and spirituality to the package. Color can cause the most contradictory feelings and opinions, associations, so knowing the specifics of "color" issues allows you to more correctly solve problems related to packaging design. Today, the color of the package is a certain specific language that, on a non-verbal level, conveys to us some information about the product and the product.
From the point of view of physiology and psychology, we perceive color on several levels: associative, cultural and physiological.Research in the field of psychology and medicine has shown that color, although it partially individually affects the mood and character of a person, still has some objective and common emotional reactions for the majority. This allows us to talk about the objectivity of the factor of the psychological impact of color. It is the stability of certain associations that allows us to define certain colors as sign, signal expressions of some common qualities, properties that we, despite our individuality, transfer to what we see.For many colors, certain associations have long been entrenched, and in the package they have become objective. Moreover, the very development and history of packaging of goods has historically brought stable signals to a long list of "color" associations by which we unmistakably guess oil and jam, washing powder and toothpaste.Let's consider some colors that can be conventionally called the main or most common colors. Any color actively affects a person, causing the following associations:
Color also affects the human nervous system: there are exciting and soothing colors.
Colors in product packaging often code for specific product categories:
seafood - green and blue;
vegetables - green, yellow, red;
meat products - red.
The red color in the package is traditionally food; it can express levels of taste ranging from sweet "candy" to hot "ketchup" and strong "tobacco". It all depends on the shade of color and on the product that we endow with a certain color and the quality of which we want to convey.
Green in product packaging design Green is widely used in the dairy industry as a signal for organic products. The use of green in the design of cigarettes indicates their menthol fresh taste.Cadmium yellow - "tasty", "bread", "egg".
Lemon yellow - sour, pungent, salty, chemical, etc. Taking into account the above information on the effect of color of packaging on perception, it must be remembered that the slightest change in the shade of a color leads to a change in the feeling of association caused by it. So an inaccurate "hit" of yellow on a package will easily change the sensation from pleasant food to chemical "inedible". Red can easily become "vulgar" and not at all as noble as we would like. Such changes occur with color not only due to printing errors.
Do not forget that colors mutually influence each other, creating new contrasts and changing at the same time. Unorganized multicolor becomes chaotic and disorderly and tiresome.Packaging colors also affect the perception of the quality of a product or product. So, traditionally, the presence of gold in the design is considered a symbol of high quality, but the obvious "overkill", the passion for gold jewelry, ornaments, fonts often makes the product, on the contrary, cheap.
One more important factor should be constantly remembered: the nature of the lighting of the packaging of the goods already in the trading floor, on the counter of the store. The researchers found that when the illumination is dimmed, the colors of the red half of the spectrum darken more than the colors of the blue-violet half of the spectrum. Reds appear darker at twilight than greens, and at night they appear almost black, while blue objects "become" lighter. Therefore, the color ratio changes: green becomes lighter than yellow, blue - lighter than red. That is why the color harmony of any packaging will be completely different depending on the lighting. For example, red under artificial lighting, changing in color tone, becomes more saturated and bright, and lightens in lightness. Yellow - whitens and brightens, green - turns yellow and brightens, blue - turns green and darkens, blue - loses brightness (dries up) and darkens.
