Sharing useful information! Color tips for food design

Red

The color of ripe fruits is mostly red, such as: red apples, lychees, cherries, strawberries etc., and these fruits taste sweet, and the redder, the more delicious they are. Therefore, the red color gives people a strong, mature and delicious feeling, and is brighter and eye-catching, which can stimulate people's desire to buy.

Red has a bright saturation, and many candies, pastries, and drinks use this color to increase product sales.

It is the most common color in food. Some fruits show this color when ripe, such as mangoes, bananas, oranges, etc. Cereal foods also become delicious and fragrant after being baked. Therefore, the yellow color often gives people a sense of aroma, maturity, deliciousness, and increased appetite. Foods such as baked goods, canned fruit, margarine, etc. often use this color.

Orange

The wavelength of orange is second only to red, and it is the color of a mixture of yellow and red. Therefore, orange has the advantages of both red and yellow colors. Among fruits, the appearance color of ripe oranges is the most representative. This color can give people a strong feeling of sweetness, ripeness and mellowness. Therefore, many beverages, canned fruits and other foods use this color.

Green

Many plants in nature are green, and green accounts for more than 50% of sunlight. Most vegetables are green, which gives people a fresh and refreshing feeling. They are mostly used in vegetable juice, fruit wine, canned vegetables, etc.

White

White is a symbol of purity and whiteness, and often reminds people of ice and snow, milk, white lotus, flour, monosodium glutamate, white sugar, etc. Therefore, it is commonly found in related beverages and foods.

Coffee color

Coffee color is mainly derived from the color of coffee. This color gives people a unique flavor and rich texture. This color is usually seen in food designs such as coffee, tea, beer, chocolate, pastries, etc.

Blue

Blue is a cool color and has a similar feeling to green. However, since there are fewer types of blue food in nature, it has fewer applications and more Used for color mixing. Special attention should be paid when using it alone, otherwise it will make people feel bored and reduce appetite.

As for sharing useful information! Food design color tips, the editor of Global Ivy will share them with you today. If you are interested in the techniques for using geometric elements in website design, page layout, and poster design, I hope this article can help you in your study or work. If you want to know more about graphic design materials and techniques, you can click on other articles on this site to learn. What colors are generally used to represent food? Nowadays, many people take pictures with their mobile phones before eating, and then post them beautifully on WeChat to show their life. But the pictures taken by some people make people feel that they are tasteless, while the pictures taken by some people make people salivate. Why is this? The main reason is the difference in color matching. When displaying food, the tone and color matching of the picture are very important. Increase the type and quantity of colors in food pictures, as mentioned in the previous article "Advanced by Xiaobai: Different color combinations convey different atmospheres (1)". This is a color combination that conveys gorgeous and happy impressions, and can show the freshness and freshness of food. Gorgeous appearance, enriching people's taste experience. Black is the basic color that best complements food. Achromatic black serves as the background color to maximize the pop of any color. Therefore, using black or dark-colored tableware can best express the deliciousness of the food itself. Brightly colored food will appear more vivid when placed in black utensils. We can pay attention to observe that for Japanese food or Western food, their poster design usually uses black as the background color. The color of the sashimi/steak in the picture is more vivid and colorful, making people feel that the ingredients are fresh, and even think that this is This kind of food has medicinal value. We found that dark-toned picture design can make the food more high-end and create an elegant and classic style. In addition to paying attention to the color matching of food and tableware, you should also try to make the color matching reflect the characteristics of the ingredients themselves. For example, desserts are soft, tender and sweet. The main color of the picture should be white, with elegant and bright tones. The overall design should reflect the sweet, cute and soft image of cakes, donuts and other desserts. .

Another example is hot pot, spicy hotpot and other heavy-flavored ingredients. The color of the picture should be red or orange with high purity, and paired with black to create a strong visual impact and enhance the taste of spicy and heavy food. In the same way, in order to make the vegetables look fresher and healthier in the current popular healthy meals, you can choose clear, bright tones and green colors for the picture. What are the requirements for poster design elements?

The requirements for poster design elements are as follows:

1. Sufficient visual impact can be achieved through images and colors.

Color is the most sensitive thing to human vision. If the color of the home page is well handled, it can be the icing on the cake and achieve twice the result with half the effort. The general application principle of color should be "overall coordination, local contrast", that is: the overall color effect of the homepage should be harmonious, and only local and small areas can have some strong color contrast.

2. The content expressed in the poster is refined and the main appeal points are captured.

In order to leave a visual impression on people who come and go in a hurry, in addition to being large in size, the poster design must also fully reflect the principle of positioning design. Use prominent trademarks, logos, titles, graphics, or contrasting colors, or large areas of blank space, or concise visual processes to make posters and posters the visual focus. Posters can be said to have typical characteristics of advertising.

3. The content should not be too much, be concise and clear, and the length should be short and concise.

4. Mainly use pictures, supplemented by copywriting.

As for posters as a whole, they include commercial posters and non-commercial posters. Among them, commercial posters are mainly expressed in the form of photography with specific artistic expression, realistic paintings or comics, leaving consumers with real and touching pictures and humorous feelings.

5. The theme font is eye-catching.

Fully embody the principles of positioning design. With prominent trademarks, logos, titles, graphics.

Extended information:

Poster design composition skills:

1. Thickness contrast of composition skills:

The so-called thickness contrast refers to In terms of the colors used in the composition process and the style formed by the patterns composed of colors, in calligraphy and painting works, we know that there are gongbi and freehand brushwork, or gongbi and freehand brushwork appear together on the same picture (like the masters of traditional Chinese painting) Qi Baishi's paintings of cabbage and grasshoppers are similar). This style is a frequently used expression technique in packaging composition.

For this kind of thickness contrast, some are the contrast between the main pattern and the foil pattern; some are the contrast between the central pattern and the background pattern; some are as rough as the wind sweeping away the remaining clouds, while the other side is as exquisite as a gossamer; Some replace patterns with wild calligraphy, which can be seen anywhere and anytime in some wine and food packaging. This is the case with Missing Brand Dumplings and Rejoice Brand Shampoo.

2. Comparison of far and near composition techniques:

In the composition of traditional Chinese landscape paintings, we pay attention to close-up, middle-ground and long-range shots, and in the design of packaging pictures, the same principle should also be used. They are the composition levels of near, medium and far pictures. The so-called near refers to the most eye-catching part of the pattern in a picture, also called the first visual impact. This most eye-catching part is also the most important content to be expressed in the packaging pattern.

For example, the earliest instant noodle packaging used by Shuanghui, the first thing that breaks into people’s sight is the Shuanghui trademark on a blank background and the huge white Shuanghui characters on a dark red square background (i.e. close shot) ), followed by the smaller main characters of "Braised Beef Noodles" in cursive script (should be said to be the second line of sight, also called the middle shot).

The third is the product photo describing the contents of the package (also called the third line of sight, defined as the middle shot), and then the auxiliary corporate mascot slogan, performance description, corporate logo, etc. , this obvious sense of hierarchy is also called the three-step rule of vision. It takes into account people's habit of looking at a still life picture from top to bottom, from right to left, and at the same time highlights the most important themes to be expressed.

As a designer, when creating a picture, you should first understand the theme you want to appeal to, and create an atmosphere where the stars support the moon and stand out from the crowd. As a result, the strong magnetic force of the image of our installation design tightly pulls the marketers' attention.

3. The contrast between density and density in composition techniques:

Speaking of the contrast between density and density in composition techniques, this is very similar to the contrast between traditional and simplified colors used, and also very similar to the flying white in traditional Chinese painting. The same means that the concentrated areas in the pattern must be diffused, and it should not be concentrated or diffused.

It embodies a kind of coordination of density and density, with clear rhythm, tension and relaxation, showing emptiness. At the same time, the theme remains prominent.

In the design of many packaging patterns, the entire picture is densely packed and colorful. From the background pattern to the theme pattern, they are all very heavy color expressions, making people feel overwhelmed and breathless. This not only causes It does not serve the purpose of beautifying the product and promoting sales, but instead makes people tired and lacks appetite. This is caused by not grasping the contrast between density and density.

4. Static and dynamic contrast in composition techniques:

In a pattern, we often find this phenomenon, that is, in the background or the name of a packaging theme The explosive patterns shown around may look careless, but are actually a few crazy thick lines deliberately daubed, or streamer-shaped English or patterns, etc., all of which express a "" feeling.

The theme name is dignified and steady while the background is light and calm. This scene is the contrast between stillness and movement. This kind of contrast avoids the gimmicky and too quiet rigidity of Duzhi. So the visual effect feels comfortable. In line with people's normal aesthetic psychology.

5. Comparison of Chinese and Western techniques in composition:

This kind of contrast often uses the combination of Western painting cartoon techniques and traditional Chinese techniques or Chinese sinology in the packaging design. A combination of art and English.

As well as directly using realistic techniques to highlight Western photos or certain scenes on the packaging pattern. This form of expression is also a common reference method, which is used in children's products, It often appears on women's socks, clothing or cosmetics packaging.

6. Comparison of composition techniques between ancient and modern times:

Sometimes the foreign is used for China, the ancient is used for today. Especially in order to reflect a cultural taste, people often use it in the composition of packaging design. Ancient classic decorations, calligraphy, characters, and patterns are used in current packaging, which is most clearly reflected in the packaging of wine.

For example: the wine and Taibai wine in the picture of the Twelve Golden Hairpin Ladies in Dream of Red Mansions, as well as the Mid-Autumn Mooncakes and Black Lao Bao Peanuts in food, all reflect and explore the connotation from these aspects. In addition, there are some high-end gift boxes for cosmetics and daily necessities whose decorations and patterns are also grafted from classical culture. This can give people a sense of antique, elegant connotation or a certain aspect of comfort. So it is very popular with consumers.

-Poster design (artistic design with strong visual effects for publicity)

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