Whether the overall feeling of the packaging color is gorgeous or rustic depends on the overall tone of the packaging color. The overall hue is directly reflected based on the basic color attributes of hue, lightness, and purity. Such as light tone, dark high tone, fresh tone, gray tone, cold tone, emphasis, weak tone, soft tone, hard tone, heavy tone, etc.
Area factor
In addition to hue, brightness, and purity, color area size is an important factor that directly affects hue. When color matching, first consider the arrangement of large-area colors. Large-area colors have long-distance visual effects in packaging displays. In addition, when the contrast between two colors is too strong, you can blend it by expanding or reducing the area of ??one of the colors without changing the hue, purity, and brightness.
Visual recognition
Visual recognition refers to the clarity of color matching levels. Good visibility is very important in visual communication design such as packaging and advertising. Visual recognition depends on the eye-catching degree of the color itself on the one hand, and the contrast between colors on the other hand. Its principles and methods are also introduced in detail in advertising design. You can refer to its content for color design of packaging and decoration.
Accent color
Accent color is the key color in the overall tone. It is a color that combines area factors and visual recognition. Generally, the brightness and uniformity are required to be higher than the surrounding colors, and the area is smaller than the surrounding colors, otherwise the emphasis will not be achieved.
Spacer color
The use of spacer color refers to using another color in the middle of adjacent and strongly contrasting colors, such as as a spacer or as a center, which can enhance the effect. Harmonize and weaken contrast. The spacer colors themselves are mainly neutral black, white, gray, gold, and silver. If you use colored intervals, it is required that the interval color and the separated color have a large difference in hue, brightness, and purity.
Gradient color
Gradient is a gradual change of color. Hue, brightness, and purity can all be changed in gradients. Gradient colors have harmonious and rich color effects and are often used in packaging color processing.
Contrast colors
Contrast colors are different from accent colors. They are colors with similar areas but contrasting hues and brightness. This color has a strong visual effect and is therefore advertising.
Symbolic color
This is a conceptual color that does not directly imitate the color characteristics of the content, but is used symbolically based on the common understanding of consumers. It is mainly used to express certain spiritual attributes of the product or express the idea of ??a certain brand. For example, the packaging of Zhonghua cigarettes uses red, the color that symbolizes the Chinese nation.
Logo color
The logo color mentioned here is not the color of the trademark, but the color used to distinguish the packaging of different types or different types of similar products. For example, different colors are used to distinguish the packaging colors of different components of daily chemicals of the same brand. In terms of processing, area, shape, and location should be changed.
Auxiliary color
This is the opposite color to the accent color. It is an auxiliary color method that adjusts the overall tone or accent color to enhance the tone level and obtain Rich color effects. In the design process, we must be careful not to overwhelm the guest and not blindly abuse it.
1. Mastering color skills
Color skills should pay attention to the following points: first, the correspondence between color and packaging; second, the contrast between color and color itself. These two points are the key to the use of color.
(1) Correspondence between color and packaging
So, where should we start talking about the correspondence between color and packaging? Mainly through the external packaging color can reveal or reflect the internal packaging items. It allows people to basically perceive or associate what the inner packaging is when they look at the outer packaging. The author has mentioned this issue many times in past articles, but if we can go into the store and take a look at the goods, we will find that many products do not reflect this caring relationship. It makes it impossible for consumers to think about what the packaged items are from the outside to the inside. Of course, it will not play a positive promotional role in product sales. The color of normal external packaging should grasp the same characteristics to varying degrees;
(1) From the industry perspective, food products normally use the main colors of goose yellow and pink to express this feeling. A feeling of warmth and closeness.
Of course, a lot of green is used for tea, a lot of green and blue are used for beverages, a lot of bright red is used for wine and cakes, a lot of rose is used for children's food, and other colors are normally used in daily cosmetics. The main colors are mostly rose, pink and white, light green, light blue, and dark brown to highlight the warm and elegant mood. Clothing, shoes and hats are mostly dark green, dark blue, brown or gray to highlight calmness. Emphasize the beauty of elegance.
In terms of performance characteristics, as far as food is concerned, gold, yellow, and light yellow are often used in cakes and snacks to give people an impression of fragrant fragrance; red or green are often used in tea, beer and other beverages to symbolize It brings out the richness and aroma of tea; tomato juice and apple juice are mostly red, which concentratedly shows the natural properties of the item. Although the main colors of some packages do not look like the colors with similar product attributes as mentioned above, but if you look carefully, if the design of the package is made by an artist, then in the picture of its outer packaging There must be the symbolic color block, color point, color line or the concentrated content highlighted by that color. This should be our proud work. Many such examples can be found in the packaging of some clothing, some cosmetics packaging, and even some wine packaging.
(2) The contrast between color and color
Let’s talk about the contrast between color and color. This is the easiest thing to express in many product packaging, but it is very difficult to grasp. The design comes from a master, and the wound effect of the packaging is like spring and white snow. On the contrary, it is like a lowly person. There is a popular saying in Chinese calligraphy and painting that it is airtight but sparse can run a horse. In fact, it is a contrastive relationship. In packaging design, this contrasting relationship is very obvious and very common. The so-called contrasts generally include contrasts in the following aspects: the contrast of dark and light colors, the light and heavy contrast of colors, the point-to-face contrast of colors, the contrast of traditional and simple colors, the contrast of elegant and vulgar colors, and the contrast of colors. Compare and so on.
(1) The contrast between dark and light colors. This appears most frequently in current packaging design colors and is used in the widest range. It is very common in many graphic designs (referring to posters, hanging paintings or scene decoration). The so-called contrast between light and dark should refer to the design colors in which two colors, dark and light, cleverly appear on a picture at the same time, resulting in a more coordinated perspective effect. Usually, a large area of ??light-colored paving is used, and a dark composition is used on it, such as a light yellow paving, using brown to compose the pattern, or using light yellow or white pattern lines in the brown color block; and such as Use a light green base; dark green composition; pink base; bright red composition; light gray base; soap black composition, such as light yellow base, use brown to compose, or in brown color blocks Use light yellow or white pattern lines; also use light green background; dark green composition; pink background; bright red composition; light gray background; soap black composition, etc. These are all contrasts between dark and light colors. In packaging design, we can use this form on some cosmetic packaging or some Western wine packaging, especially Western European wine packaging. Most of China's Changyu wine and Shuanghui sausages as well as CJ's meat product packaging are expressed in this form. This form of packaging is also common in Japan, South Korea and Taiwan. The visual effect it displays is bright, simple, gentle and elegant.
(2) Contrast of light and heavy colors (or depth contrast) is also one of the important reproduction techniques in the use of packaging colors. This kind of contrast between light and heavy is often used to set off a dignified and deep theme pattern on a light and elegant background, or in a dignified and deep theme pattern (mostly color block patterns are the focus). Show the light and elegant packaging theme and name, as well as trademarks or slogans, etc. On the contrary, a large area of ??dignified and deep pigment is used as the base. In addition, use light and elegant colors or focus on a certain color block or fully decorate some patterns. In this kind of contrast between light and heavy, general pigments have harmonious color contrast and cold and warm color contrast. The harmonious color contrast method is often light green versus dark green; light yellow versus dark coffee; pink versus bright red, etc., while the contrast between cold and warm colors is mostly Black and white, red and blue, etc.
(3) Point-to-face contrast (or size contrast) in color use. This kind of contrast is mainly used in the design process of a packaging picture, using pigments to contrast from a center or concentrated point to the overall picture. , that is, the comparison between small-scale and large-scale images.
In daily life, especially in washing cosmetics, we can see that on the packaging box of a product, the entire area is clean and empty, except for a very obvious small square of heavy color (or Oval or small round) and then reflect the theme of the brand and name of the packaging content from this small square picture. This is not only a combination of dots and surfaces, but also a contrast between large and small, and occasionally from dots to And the contrast of gradual transition.
(4) Comparison of traditional and simplified colors. We can see that on the packaging bag of Uni-President 100 instant noodles, the lower half is the actual pattern of instant noodles, while the upper part of the picture is full of clean green and red colors, and then it stands out very conspicuously. 100", look at the cover of issue 66 of "Packaging World" magazine (also called the packaging of the book). Using a large area of ??straw woven photos as the background makes it look very complicated, even including the words "Packaging World", but in the center of the main picture, there is a clean round blank. It is marked in it that "this magazine will expand its edition and capacity in 2000" and "you are welcome to subscribe to the local post office." It's so simple and concise, but it ingeniously and independently highlights the focus of the magazine's most important thoughts. The author has also seen a dumpling packaging bag and a seasoning packaging bag in a store. The whole picture uses green, black and yellow pigments and interweaves them on the same picture, which means that the trademark is forced to be impatient. I also wanted to express the name and the accompanying pattern, but as a result, the large area of ??complicated design had no practical meaning and the background pattern appeared, diluting and drowning out the above-mentioned main body, resulting in this kind of packaging. A feeling of depression and irritability in people's psychology naturally affects sales.
(5) The contrast between elegance and desire in the use of colors is mainly to highlight vulgar words and contrast their elegance. This vulgar way of expression uses "dirty" colors and disorder (actually unique, some Western oil paintings are very much about this kind of expression - that is, modern abstract art). This kind of composition either reveals the theme symbolically, or serves to "highlight the lotus" for the theme. Make it a little red among thousands of flowers. For example, on a packaging screen, it looks like a mess of colors has been piled or thrown on top of it without any care. Then quietly or subtly place the theme of the pattern on the side. This is very interesting stuff. In addition to packaging, even book bindings, advertisements, posters on promotional posters, and leisure columns on TV have all tried this.
(6) Contrast in color use. This kind of contrast is essentially a contrasting effect caused by the differences in a variety of pigments. This contrast effect is usually expressed in the following ways: the contrast of light and dark (or the contrast of yin and yang), like the Chinese picture of Yi Qing; the contrast of cold and warm, such as the contrast of red and blue; the contrast of movement and stillness, such as the elegant and calm background and the lively jumping Contrast of pattern and text: contrast of light and heavy, such as contrast of deep pigment and light pigment, etc.
In summary, the contrast of the above colors is simply a way of expressing a pattern through the contrast of different colors, but this pigment is an essential object that constitutes the entire packaging pattern element. , some patterns are even clever combinations of different pigments. Therefore, in the process of studying packaging design, if we do not pay attention to grasping the contrast between colors and colors themselves, it will be impossible to design good packaging patterns.
When the human visual organ observes an object, in the first 20 seconds, color perception accounts for 80%, and its shape only accounts for 20%; after two minutes, color accounts for 60%, and shape accounts for 40%; After five minutes, each had half. Subsequently, the impression of color continues to remain in the person's visual memory. The main colors of good product packaging will be particularly eye-catching, inducing consumers to associate the exquisite and attractive products with harmonious color packaging, thereby creating a desire to purchase. Therefore, when designing product packaging, companies should pay attention to the important role of color. When designing product packaging colors, packaging designers should try their best to design colors that are consistent with the identity of the product and can quickly catch the eyes of consumers, so as to improve the visibility of the company's products. Competitiveness in sales. Smart product packaging designers take advantage of this effect and design personalized colors on product packaging that can quickly catch consumers' attention in the market based on the characteristics of the product itself to attract consumer attention.
Pay attention to the promotion effect of product packaging color on product sales
The color of product packaging can have a stimulating effect on people's physiology and psychology.
The ancients said that "looking at the plum blossoms will quench thirst" is because people see the bright colors of the plums in the painting, which makes people yearn for them psychologically and produce a physiological reaction. In food packaging, the use of bright and bright colors such as pink, orange, and orange can emphasize the fragrance, sweet smell, taste, and texture of the food. Foods such as chocolate and cereal often use warm colors such as gold, red, and brown to give people a fresh, delicious, and nutritious feeling. The green tea packaging gives people a fresh and healthy feeling. The packaging of cold food products uses blue and white colors that have a cool and icy feel, which can highlight the freezing and hygiene of the food. Tobacco and alcoholic foods often use elegant and simple tones to bring people together. Only in this way can product packaging design continue to improve to a new level, sublimate to a certain new grade, and play an important and positive role in promoting product promotion under market economy conditions. effect.
1. Customary colors of packaging cartons
Colors will have a strong psychological response to consumers, causing them to have corresponding associations. This should be fully taken into account when using colors. , the following is an explanation of the customary colors of common packaging cartons.
①Non-staple food cartons: bright and lively colors are commonly used. For example, blue and white represent cleanliness, hygiene, coolness, etc.; red, orange, and yellow represent sweetness, aroma, freshness, etc.; simple and solemn complex colors represent the mellow aroma and long history of wine. They are all great for stimulating appetite.
② Cosmetic cartons: commonly used soft intermediate colors. For example, peach, pink, light rose red is used to express fragrance, femininity, nobility, etc.; for some men's cosmetics, black is sometimes used to express solemnity, etc.
③Children’s product cartons: Bright and eye-catching solid colors or contrasting colors are often used to express vividness, liveliness, etc.
④Pharmaceutical cartons: simple warm and cold colors are commonly used. For example, use green and cool gray to represent tranquility, anti-inflammatory, analgesic, etc.; warm colors such as red, orange, and yellow represent nourishment, nutrition, excitement, etc.; black represents poisonous; red and black blocks represent highly toxic, etc.; 5. Textile cartons: black is commonly used The hierarchical relationship between , white and gray seeks contrast in harmony; women's textiles mostly use bright and elegant colors.
Packaging colors are based on people's associations and color habits, and are highly exaggerated and changed in order to seek novelty and difference. The psychological effects of color are complex and often vary with countries, regions, ethnic groups, religious beliefs, etc.
2. Emotional expressions of different colors
Color is the result of the visual effects of light of different wavelengths, and there is no "emotion" in it. However, we live in an environment that leaves a deep impression on people through color all the time. A large number of facts have proven that different colors can have different psychological and physiological effects on people, and they vary according to people's age, gender, experience, ethnicity and environment. Therefore, packaging and decoration design should fully consider the abstract expression rules of colors with different feelings, so that colors can better reflect the attributes of goods, adapt to consumer psychology, and meet the needs of different consumption levels in the target market.
1. The sense of coldness and warmth of colors
Red, orange, and yellow are warm colors, which are easy to associate with the sun, flames, etc., which produce a feeling of warmth; while green and blue are cold colors, which are easily associated with ice, snow, ocean, clear springs, etc., which produce a sense of warmth. Cool feeling. There is also a set of concepts of cold and warm, that is, adding white to general colors will tend to be cold, and adding black will tend to be warm. For example, beverage packaging uses cold colors, while liquor packaging uses warm colors. Hue has the greatest impact on the feeling of coolness and warmth of color.
2． The sense of weight of a color
The sense of lightness of a color is mainly determined by the brightness of the color. Generally, light colors with high brightness and colors with cold hues feel lighter, with white being the lowest; dark colors with low brightness and colors with warm hues feel heavy, with black being the heaviest. The brightness is the same, and colors with high purity feel lighter, while cool colors appear lighter than warm colors. In decoration design, colors with low lightness and purity are generally used in the lower part of the picture to show stability; for children's product packaging, it is better to use colors with high lightness and purity to give a sense of lightness.
3． The sense of distance of colors
Some colors on the same plane make people feel prominent and closer, while others make people feel retreat and further away.
This sense of advancement and retreat in distance mainly depends on brightness and hue. Generally, warm colors are near and cool colors are far; bright colors are near and dark colors are far; solid colors are near and grays are far; bright colors are near and blurred colors are far; colors with strong contrast are near and contrasting colors are near. The faint color is far away. Bright, clear warm colors can help highlight the subject: blurry, gray and cool colors can set off the subject.
4. The taste of color
In food packaging, color plays an important role in causing the taste of food. When people see the red candy packaging, they will feel the sweetness; when they see the light yellow used on the cake, they will feel the milky flavor. Generally speaking, red, yellow, and white have sweet taste; green has sour taste; black has bitter taste; white and green have salty taste; yellow and beige have milky flavor, etc. Foods with different flavors are packaged in corresponding colors, which can stimulate consumers' desire to buy and achieve good results.
5. The luxurious and simple feeling of color
Bright colors with higher purity and brightness, such as red, orange, yellow, etc., have a strong sense of gorgeousness, while dull colors with lower purity and brightness, such as blue, green, etc. It looks simple and elegant. The former can be used for gift and handicraft packaging; the latter can be used for pharmaceuticals. At the same time, the amount of hue also plays a certain role. More hues appear gorgeous, while less hues appear simple.
The above-mentioned emotional effects of color can make packaging cartons more attractive, make the typical characteristics of products more prominent, and expand and promote product sales.
3. Color design of carton packaging and decoration
The color design of carton packaging and decoration is dependent on graphics, text and texture. It not only requires beauty and generosity, but also satisfies people's needs. Aesthetic requirements, and should be highly coordinated with people's psychological feelings. Color design mainly considers the following aspects:
1. Color hue
Hue is the general tendency and general mood of the color configuration on the picture. It is the main color of a group of colors and occupies an absolute advantage in the entire picture. Packaging needs to stand out visually for a moment on distant shelves and convey product information, which requires a color tone with a strong overall sense to match. Therefore, the key to packaging color design is tone design.
The color design requirements should be consistent with the main functions of the product. For example, gift packaging should use red tones, orange tones and other cold drink packaging should use cold tones.
The color design needs to be consistent with the times and the likes and taboos of different regions and different ethnic groups. It must be able to adapt to this change and follow the trend of the times. For example, people in Islamic areas like green and avoid yellow; White is a noble color and light yellow and green should be avoided; Manchu people like yellow, purple, red and blue and white should not be used. The color design should fully consider these traditional habits in order to make the product popular. For export products, the packaging design can only respect the customs of other countries or nationalities.
2． Contrast of Colors
On the twelve-hue color wheel, two colors that are opposite each other are called contrasting colors. The difference in hue and brightness is the largest, leaving a bright and strong sense of contrast. Only through contrast can color accurately express an image. Contrast mainly includes the following three aspects:
Brightness contrast
Including the brightness contrast of the same hue and different hues, it needs to be compared repeatedly for accurate expression. Brightness contrast can enhance the sense of brightness. The stronger the contrast, the clearer the visual effect, and vice versa.
Purity comparison
In the same hue, the higher the purity, the more vivid it is, and the lower the purity, the more turbid it is. Purity contrast enhances richness.
Hue phase contrast
This is a color shift phenomenon caused by different hues when two or more colors are juxtaposed or alternately changed. It can also be divided into temporary color contrast and complementary color. Contrast and contrast between warm and cold.
When designing with color contrast, the contrast should be just right so that the picture is bright but not vulgar, flashy but not flashy, and creates a harmonious and harmonious aesthetic.
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:
Same tone 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 that constitutes the sense of form in the picture. It 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 Kongfujiajiu adopts the traditional color combination of blue background, red stripes and black characters, which not only highlights the sanctity of Kongfujiajiu, 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 yellow color 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, which is extremely eye-catching, creative and brings huge economic benefits. 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.
When people are in a store, what attracts their attention and can attract their attention is nothing more than the impression produced by 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 ones are yellow, orange, and green, followed by red and cyan, and the darkest ones 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, yellow is 113 grams, green is 133 grams, blue is 152 grams, purple is 155 grams, gray is 155 grams, and red is 158 grams.
Colors far and near. 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.
The expansion and contraction of color. 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 and cause pleasure and 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.
Blue tones give people a sense of calmness and spaciousness. People use it to express information about the future, high technology, thinking, etc.
The yellow tone gives 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.