3. Harmony of colors

On the twelve color wheel, two similar colors are called harmonious colors. Color harmony gives people a subtle, rich, elegant, pleasant and comfortable feeling. The main blending methods are:

Similar hue harmony

refers to the combination of colors with the same color but different brightness, such as light green, bright green, dark green, or light red, bright red, dark Red cooperation.

Approximate hue harmony

refers to the combination of different colors containing the same ingredients. For example, orange, vermilion, and yellow all contain yellow ingredients, and they are easy to coordinate together.

4． Rhythm of color

Rhythm is an important factor in the form of the picture, which is reflected in many changes in the picture, such as strength and weakness, size, light and shade, hardness and softness, high and low, virtual and real, etc. The alternation of these contradictory sides Change is not a simple repetition, but a variety of rhythmic movements. It has both repetition and development. All aspects restrict and promote each other, embodying the harmony of nature. Judging from the picture effects, some are intense, some are stable, some are happy, some are melancholy, etc. A variety of different colors form an organic whole to reflect the same theme and are integrated into the rhythm of the rhythm.

In color relationships, contrast is the factor of change, and harmony is the factor of unification. The basic requirement of packaging color design is to properly handle the relationship between change and unity. Seek change in unity and seek unity in change. The two complement each other. At the same time, the good color effect of packaging does not lie in using too many colors. The key lies in the selection and coordination of colors. Using too many colors can easily create a messy and "flowery" feeling, which makes it look tacky.

4. Design examples of famous brand packaging cartons

The top of the Marlboro cigarette box is dark red, the bottom is pure white, the trademark "Marlboro" is in eye-catching black, and the top of the cigarette box is decorated with The gilded logo of Philip Morris; two horses guarding a golden crown, easily reminds people of the masculine beauty of western cowboys, caters to men's psychological needs for freedom, roughness and strength, and gives people a sense of elegance Luxurious feeling. Among the endless new cigarette products in my country, the main colors of the packaging are mainly red and gold, such as the pure red of Fupai, the sauce red of Premium Yunyan, the magenta of Red Camellia, the pink of Aoguan, the dark red of Hongyunyan, etc. ; There are also Hongtashan cigarettes. The dignified red tower fastens the product name, and the light clouds surrounding it indicate the product characteristics; the fragrance is elegant and the aftertaste is endless.

The packaging box of Kongfujia Liquor adopts the traditional color combination of blue background, red stripes and black characters, which not only highlights the sanctity of Kongfujia Liquor, but also gives consumers a sense of authenticity and trust. The color of the bamboo-flavored green wine packaging box is also designed to imitate the dark green of bamboo. The cartons packaged in the Forbidden City Liquid Series use the dark cyan color commonly used in the Qing Dynasty palace as the background color, and are decorated with green dragon patterns, and the effect is excellent.

The **** on the Kodak film box easily reminds people of the warm sunshine, the golden sun and the uplifting spirit. The red mark stands out on the dark yellow background. It is extremely eye-catching, creative and brings huge economic benefits. benefit. The green packaging of Fujifilm can easily remind consumers of the lush green grassland, green grassland, and rich grass, which makes them feel relaxed and happy. The fruit green background and white diagonal strips set off the orange-red trademark combination design, which feels very harmonious despite the strong contrast. The effect is excellent.

Although the Japanese tonic series green tea packaging box does not have many color languages, it is full of vitality and freshness through simple and bright color effects and just the right brightness and chroma contrast. The packaging box design of oolong tea has changed from the commonly used color in the past to black. It has received good results after entering the international market. This is mainly because people are used to seeing dark green and brown tea packaging, and a black packaging suddenly appears and becomes the visual center. , arousing consumers’ curiosity.

When people observe various objects in the outside world, the first thing that causes reflection is the color pole. It is the visual information symbol that is most sensitive to visual stimulation and responds fastest among all elements of human vision. Attention to color accounts for about 80% of human vision, and attention to form only accounts for about 20%. Color plays a decisive role in packaging and decoration design.

What attracts and attracts people's attention in a store is the impression of color, which is the most unforgettable.

① Classification of colors; colors are divided into four categories: primary colors, secondary colors, complex colors, and complementary colors.

Colors that cannot be broken down into colors and can be mixed with other colors, such as red, yellow, and blue, are also primary colors, that is, the three primary colors.

A color that is a mixture of two primary colors is called a secondary color, such as red and yellow for orange, yellow and blue for green, and blue and red for purple. Compound color is a color made from two intermediate colors, such as orange and green, orange-green, etc. Complementary color refers to a secondary color among the primary colors, or a color that appears when matched with a secondary color. The above four colors are sequentially called the first color (primary color), the second color (secondary color), the third color (complex color), and the composite color can also be called secondary color.

②The three elements of color; the three elements specifically refer to the hue, purity, and brightness of the color. They have different properties.

Hue refers to the appearance characteristics and mutual differences of colors. Colors are caused by light waves of different wavelengths acting on the human retina, causing people to experience different colors. Hue specifically refers to red, orange, yellow, green, cyan, blue, and purple. Their wavelengths are different, among which red, orange and yellow light waves are longer and have a strong impact on human vision. Blue, green, and purple light waves are shorter and have weaker impact. Hue mainly reflects the inherent color and warmth and coldness of things.

Purity refers to the degree of saturation of the pigment. The purity of color reflects the sense of volume of things. Different purity, that is, high-purity colors and low-purity colors show different sense of volume of things. The seven colors of red, orange, yellow, green, cyan, indigo and violet have the highest purity. Each color, such as orange, vermilion, peach, and eosin in the red series, has a lower purity than red. The purity and brightness between them refers to the degree of depth and lightness of the color. All colors have levels of light and dark. These levels are "black", "white" and "gray". Among the seven colors of red, orange, yellow, green, cyan, blue and purple, the brightest and highest brightness is **, followed by orange and green, followed by red and cyan, and the darkest are blue and purple. Changes in color brightness, that is, changes in depth, give the color a sense of layering and a three-dimensional effect.

③The nature of color; different colors have different feelings when their light waves act on the human retina. Therefore, when facing different colors, people will have feelings of coldness and warmth, lightness and darkness, weight, strength, distance, and nearness. , expansion and contraction and other different psychological reactions.

Cold and warm colors. The green, blue, and purple phases can give people a feeling of quietness and coolness, which is similar to cold, while the red, orange, and yellow phases can give people a feeling of enthusiasm, warmth, and excitement, which is close to warmth.

Between cool colors and warm colors, there is also an intermediate color that gives people neither too cold nor too hot, such as yellow-green and blue-green on the hue circle. There is also a hierarchical relationship between warm and cold colors. Some are cooler, such as purple-red, lemon yellow, and blue-violet, while some are warmer, such as orange-red, orange-yellow, and blue-green. The relationship between cold and warm arises from the mutual comparison of hues.

The lightness and weight of color. The sense of light and heavy colors is a visual effect produced by the high and low saturation of the hue. Any color that feels heavy is a color with high hue and saturation, and a color with low saturation feels light. The hue of a color has different purity (saturation) values, and its lightness and volume feel are also different. For example, if the psychological weight of white is 100 grams, black is 187 grams, **** is 113 grams, green is 133 grams, blue is 152 grams, purple is 155 grams, gray is 155 grams, and red is 158 grams gram.

Far and near colors. The sense of distant and near colors is caused by the cold and warm relationship between colors acting on people's visual experience. Generally, cold colors give people a sense of distance. In nature, blue mountains give people a sense of distance; warm colors give people a sense of closeness.

Color expansion and contraction. The sense of color polarity of expansion and contraction is visually produced by the difference in brightness of the color. Generally, the swelling color is light and the shrinkage color is dark. Compared with gray and white, white looks expansive. It is the brightness of color that reflects the sense of light and the size of things.

The cold and warm, light and heavy, far and near, expansion and contraction in color, as well as the lightness and darkness, strong and weak of color, not only explain the nature of color, but also cold and warm, etc. People's psychological and visual emotional reactions are different. A feeling of contrast. This color contrast has a strong visual effect and is highly promotional.

④The tone of color; the tone of color can arouse people's psychological activities, cause pleasure and produce a sense of beauty.

The red color gives people a sense of enthusiasm and joy. People use it to express information such as fire, life, vitality and danger.

The blue tone gives people a sense of calmness and spaciousness. People use it to express information about the future, high technology, thinking, etc.

****Tune it to give people a warm and light feeling. People use it to express information such as light, hope, lightness, attention, etc.

The green tone gives people a sense of freshness and peace. People use it to express information such as growth, life, and safety.

The orange tone gives people a sense of excitement and maturity. It is a very popular color.

Purple gives people a sense of elegance and nobility. People use it to express information such as eternity, profoundness, reason, nobility, indifference, etc.

The black tone gives people a sense of nobility and fashion. People use it to express information such as weight, hardness, masculinity, and industry.

The white tone gives people a sense of purity and nobility. People use it to express information such as cleanliness and coldness.

Red (symbolizes things: sunset, fire, blood) warmth, enthusiasm, vigilance, danger

Orange (symbolizes things: wheat ears, sunset, flame) is steady, reserved, harvest, Joy, nutrition, magnificence, temptation

**** (symbolizing things: the moon, bananas, flowers) Brightness, brilliance, splendor, wealth

Green (symbolizing things: trees, grassland , spring) hope, life, peace, health, safety, freshness

Blue (symbolizing things: blue sky, sea, moonlight) ideal, rational, broad, broad, eternal, cold, calm

Purple (symbolizing things: grapes, lilacs, wisteria) is noble, quaint, mysterious, implicit, hedonistic, fantasy

White (symbolizing things: white clouds, medical care, snowflakes) clean, sacred, pure, medical , cold

Black (symbolizing things: hair, devil, night) seriousness, sin, terror, silence, mystery, coldness, death

Gray (symbolizing things: soil, feathers, fur ) Ordinary, lost, moderate, decadent, gloomy Graphic design theory knowledge (color matching) 1: Symbols of various colors:

Red is passionate, lively, lively, revolutionary, warm, happy, auspicious, and dangerous. .....

Orange is bright, gorgeous, exciting, sweet, happy...

**** Bright, cheerful, noble, hope, development, attention ...

Green is fresh, calm, comfortable, peaceful, soft, youthful, safe, ideal...

Blue is profound, eternal, quiet, Reason, honesty, cold...

Purple is elegant, noble, charming, proud, rash...

White is pure, innocent, simple, sacred, Bright, weak, nothingness...

Gray is modest, ordinary, silent, moderate, lonely, melancholy, negative...

Black is noble, serious, Vigor, solidity, roughness, silence, darkness, sin, terror, despair, death...

The psychological effect of color

The direct psychological effect of color comes from the physics of color The direct impact of light stimulation on human physiology.

Psychologists have done many experiments on this. They found that in a red environment, people's pulse speeds up, blood pressure increases, and people become excited and impulsive. In a blue environment, the pulse will slow down and the mood will be calmer. Some scientists have discovered that color can affect brain waves.

Brain waves respond to red with alertness and blue with relaxation.

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. In the use of colors, different main colors can be used according to the needs of the homepage content. Because colors are symbolic, for example: tender green, emerald green, gold, and taupe can symbolize spring, summer, autumn, and winter respectively. Secondly, there are professional colors, such as olive green for military and police, white for medical and health care, etc. Color also has obvious psychological feelings, such as cold and warm feelings, advancing and retreating effects, etc. In addition, colors also have national characteristics. Due to the influence of environment, culture, tradition and other factors, various ethnic groups also have large differences in their color preferences. Making full use of these characteristics of color can make our homepage have profound artistic connotation, thereby enhancing the cultural taste of the homepage. Here are several commonly used color schemes:

1. Warm colors.

That is, the combination of red, orange, yellow, ocher and other colors. The use of this color can give the homepage a warm, warm and enthusiastic atmosphere.

2. Cool colors. That is, the combination of cyan, green, purple and other colors. The use of this color can give the homepage a quiet, cool and elegant atmosphere.

3. Contrast colors. That is to match colors with completely opposite color properties in the same space. For example: red and green, yellow and purple, orange and blue, etc. This color combination can produce a strong visual effect and give people a bright, colorful and festive feeling. Of course, contrasting tones, if used incorrectly, can be counterproductive and produce tacky, eye-catching effects. This requires grasping the important principle of "major harmony, small contrast", that is, the overall tone should be unified and harmonious, and there can be some small strong contrasts in local areas.

Finally, you also need to consider the depth and lightness of the background color (background color) of the homepage. To borrow a term from photography, it is "high-key" and "low-key". Those with light background colors are called high-key; those with dark background colors are called low-key. If the background color is dark, the color of the text should be light, and the dark background should be used to set off the light-colored content (text or pictures); conversely, if the background color is light, the color of the text should be darker, and the light-colored background should be used to set off the dark content. Content (text or images). This change in depth is called "brightness change" in color science. On some homepages, the background color is black, but the text is also in a darker color. Since the brightness of the colors is relatively close, the readers' eyes will feel very hard when reading, which affects the reading effect. Of course, the brightness of the color cannot change too much, otherwise the brightness contrast on the screen will be too strong, which will also make the readers' eyes unbearable.

Color matching of web pages

The color of web pages is one of the keys to establishing a website image, but color matching is a headache for netizens. What colors should be used for the background, text, icons, borders, hyperlinks... of web pages, and what colors should be matched to best express the expected connotation? Ajie talks about some experiences here, hoping to inspire you.

First of all, let’s understand some basic knowledge of color:

1. Color is produced by the refraction of light.

2. Red, yellow, and blue are the three primary colors, and other colors can be made by blending these three colors. The color expression in the HTML language of web pages is expressed by the numerical values ??of these three colors. For example: red is color (255,0,0), the hexadecimal representation is (FF0000), white is (FFFFFF), we often see "bgColor=#FFFFFF" means that the background color is white.

3. Colors are divided into two categories: achromatic and chromatic. Achromatic colors refer to black, white, and gray system colors. Color refers to all colors except achromatic colors.

4. Any color has attributes of saturation and transparency. Changes in attributes produce different hues, so at least millions of colors can be produced.

Is it better to use color or non-color for web page production? According to research conducted by professional research institutions, the memory effect of color is 3.5 times that of black and white. That is, in general, color pages are more attractive than completely black and white pages.

Our usual approach is: use non-color (black) for main content text, and use color for borders, backgrounds, and pictures. In this way, the page as a whole is not monotonous, and the main content will not be dazzling.

●Non-color combination

Black and white is the most basic and simplest combination. White characters on a black background, and white characters on a black background are very clear. Gray is a universal color that can be matched with any color and can also help the harmonious transition between two opposing colors. If you really can't find a suitable color, then try gray, the effect will never be too bad.

●Color matching

Colors are ever-changing, and color matching is the focus of our research. We still need to learn more about color.

1. Color circle. We can get a color ring by overgrading the colors "red->yellow->green->blue->red" in sequence. The two ends of the color wheel are warm colors and cold colors, with medium colors in the middle.

(As shown below)

Red. Orange. Orange-yellow. Yellow. Yellow-green. Green. Turquoise. Blue-green. Blue. Blue-violet. Purple. Purple-red. Red

|___________| | ____| |_________| |_________| | | | |

Warm Colors Neutral Colors Cold Colors Neutral