Color should have strong appeal and expressiveness

Attraction refers to the ability to attract consumers with color, which inadvertently affects people's feelings, emotions, spirit and even actions. Color does not exist in isolation. Its use is closely related to the entire design concept, composition, graphics, text, etc. Many visual elements are arranged and combined according to certain rules to form the beauty of visual order, satisfy the psychology of "everyone loves beauty", and realize the decorative function of color.

Expressiveness refers to the product itself, which attracts customers to visit through accurate color positioning. The Coca-Cola trademark uses a combination of red and white Coca-Cola characters and an S-shaped white ribbon. The image is very attractive and just in line with the active and competitive character of the main consumer group-young people.

Symbolism and Color Identification

Advertising color design should match the attributes of the product, and its color design should enable customers to associate the characteristics and performance of the product. That is to say, no matter what the color is, it should be based on the content of the product. When customers see the colors on the poster, they can think of some merchandise, such as green reflecting canned mung beans, and orange reflecting orange juice.

Color should be bright, concise and comprehensive

Since color is realized in a limited space, this requires the color of the design to be highly refined and summarized, through unique colors. Enhance visual impact, attract customers' attention, and enhance recognition memory. Color does not have to pursue a very rich, numerous or advanced gray tone. It must not only satisfy people's visual enjoyment, but also sell goods to consumers through accurate color design.

References between colors and products

From normal use in food and other industries, the main colors are orange, orange-red, yellow and other colors, which reminds people of bread, oranges and other foods. The color gives a feeling of warmth and intimacy. From the perspective of performance characteristics, in terms of food, cake snacks are often made of gold, yellow and light yellow, giving people a sense of fragrance; beverages such as tea and beer are often made of red or green, which means richness and aroma; Tomato juice and apple juice are mostly red, which illustrates the natural properties of the product.

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