Third, the packaging color series design in the marketing function
The overall artistic effects and visual effects of packaging design depend to a large extent on the use of color. If the packaging's shape, graphics, and words are all handled well, and the color is handled improperly, then the impression is that this is not a good package, which directly affects the consumer's purchase of this packaged product.
The highly individualized packaging colors can make the products icing on the cake, attracting the attention of the customers, helping to increase the degree of consumer acceptance of the products and thus creating the desire to purchase. In this way, the role of color in serialized package design is even more pronounced. Reflected in the following points:
(I) Color has advertising functions to promote products and enterprises to achieve the purpose of attracting consumption
Among the many products sold at the location where the product is sold, consumers first noticed the packaging with novel and unique colors. Serialized products have a stronger sense of integrity, can better represent the overall color of a large area, and are more likely to attract the attention of consumers. The serialized design of packaging colors will help consumers identify products, help enterprises establish credibility and create brand-name products, further attract customers, enhance publicity, increase sales, and enhance the competitiveness of enterprises.
Packaging designers should pay attention to the design of colors in the serialized packaging of goods, so that the goods can promote sales, while playing a good advertising effect, reflecting its uniqueness and brand. The use of personalized, serialized colors to attract consumer attention is the focus of packaging designers designing product packaging.
(B) excellent packaging color series design can expand the sale of goods
The serial design of packaging colors can increase the variety and style of packaging for similar products of an enterprise, allowing consumers more choices. If the consumer is satisfied with one of the series of goods, it may have confidence in other goods in the series and help expand the sales of the series of goods.
Color can have a stimulating effect on people's psychology. Unused colors can cause people to have different reveries. The ancients said that "meeting and quenching thirst" is the reason. In a series of packaging designs, colors must also be targeted for different types of goods. For example, the packaging of cold drinks generally uses blue and white, which brings a refreshing feeling in hot summer; tea packaging generally adopts green as its main color, which can highlight the color of the tea itself. People bring fresh feelings. In this way, the same kind of goods will show different attributes through changes in color, and will be more convenient for consumers to select and purchase, which will greatly increase the sales of goods.
(iii) Colors in serialized packaging have a recognition memory function in the course of merchandising
Serialized packaging tends to be uniform in color, and then changes in hue, purity, and lightness at a particular location, depending on the characteristics of the different products. When consumers buy goods, they will not only pay attention to the shape and color of the whole series of packaging, but will also notice the difference in the packaging of each product. In product packaging design, designing various colors that can be clearly recognized by consumers will help people identify various products.
The packaging colors of serialized products should be designed to have their own colors of each commodity, so that consumers can have a deeper visual memory of this commodity through color. For example, chewing gum packaging in shopping malls expresses different tastes in each different color. Consumers can consciously remember the packaging colors of their favorite tastes, and then select the appropriate goods on the container.
(D) The color of serialized packaging facilitates the shaping of corporate image
The serialized design of packaging colors can enable similar products of the same company on the shelf to be displayed in batches, occupying a large advantage visually and increasing the company's momentum. This kind of display method makes the overall image of the product more prominent, enhances the overall sense, and gives the consumer a sense of coherence and unity, thus making it easier to remember this product and the manufacturing enterprise, so as to facilitate the market competition and the shaping of the corporate brand image.
Serialized design of packaging is an important means for product packaging design. Color design is an important element and component of serialized packaging design. The color design in serialized packaging does not simply use several colors. It not only fully considers the commercial nature, advertising, nationality, and popularity of packaging colors, but also has sufficient attributes, features, and functions of the products. The understanding that only in this series based on the design of the packaging color can have a strong visual impact and advertising promotion. A truly good series of product packaging must not only achieve high standards in terms of design, text, and typesetting, but also must be carefully considered in the use of color, and fully reflect its own characteristics through color. Such a package is a consumer in the sales process. The consumer psychology arises. Therefore, in the process of product serialized packaging design, the accurate and personalized use of color can have a strong driving effect on the marketing of products.