Abstract: In the fierce market competition environment, the promotion effect of commodity packaging has become increasingly obvious. The application of packaging serialization design has received more and more attention. Serialized design of packaging color is the most important form of serialized packaging design. It plays an important role in the process of commodity sales. It is an important means for companies to expand commodity marketing.
Keywords: serialized packaging; color; marketing function
Commodity packaging is an important part of commodities. It not only plays a role in protecting commodities, facilitating transportation, sales, and facilitating consumer purchases, but also an image display of commodity manufacturing companies. This is the purpose of the packaging design of the product, and then it is planned and conceived according to the nature, form, and circulation intention of the specific product. The appropriate materials, shapes, colors, structures, texts, graphics, and technical processing are used to comprehensively create new models. Packaging entity activity process.
Color, as a major functional element of commodity packaging, not only plays a role in beautifying goods, but also has a marketing function that cannot be ignored in the process of product sales. For people's senses, people's perception of objects is first of all color, and the first thing packaging plays in people's vision is its color. The color of packaging has a fascinating artistic charm, and it is also the most appealing and attractive to customers. The color of commodity packaging plays an important role in the rapid opening of the commodity sales market. Now, this point is being taken seriously by more and more companies and packaging designers. Many modern companies have learned to use color, especially serialized colors, to achieve their marketing goals.
First, the concept of serialized packaging design and color serialization design
Serialized design of packaging means that a company adopts a unified and changed packaging design form for its own kind of different varieties of products. [2] Individuals in serialized packaging appear in the whole packaging serialization in the form of a member of the family, so this kind of packaging is also called family-type packaging, and they have commonalities.
The design of the packaging series took off in the early 20th century. Since then, it has rapidly become popular all over the world. Since the end of the 20th century, China's merchandise manufacturing companies have only begun to develop such packaging designs. The packaging design has evolved from a single form to a series and has been rapidly developed, fully demonstrating that this form of packaging is adapted to the needs of modern market competition.
Color serialization is the use of color to distinguish the design methods of similar products with different properties, using a series of methods to apply color to the packaging design, so that the packaging of the color effect is diversified, specifically can be divided into the hue, purity, brightness, etc. Variety of ways.
The colors used in serialized packaging are not used arbitrarily, and the characteristics of each product must be considered. Color is a code that distinguishes the different kinds of properties of a product. Different colors represent products of different varieties, tastes, flavors, or specifications in similar products. Some merchandise monomers have a fixed image in serialization. For example, in chewing gum series packaging, green represents apple taste, red represents strawberry taste, purple represents blueberry taste, yellow represents lemon taste, etc.; In the middle, pink indicates floral type, yellow indicates fruity type, green indicates grassy type, blue indicates drug type, and as in shampoo series packaging, red indicates dryness, yellow indicates oiliness, and green indicates neutrality, etc. .
Second, the design basis and application of packaging color series design
The design process of packaging color serialization is a process that requires repeated and comprehensive consideration before it can be designed. In the serialization design of commodity color, it is not a simple replacement color. It is called packaging color serialization design, and it needs design basis in the design process. , And this basis is to specifically consider the attributes of goods, advertising, regional ethnicity and the prevalence of a specific period.
(I) Based on product attributes
The color element occupies an extraordinary position in the packaging of goods. The first thing a product comes into view is its color. Color is a direct manifestation of the characteristics of a product. In general, what kind of product is used in what kind of packaging color, the so-called image color. Each product in a serialized product needs to include this image color on the basis of the whole. Each product in the serialization has certain common attributes. The image color meets the consumer's knowledge of the common attributes of the product. In the series design of commodity packaging, we should make full use of the image color to represent different attributes of similar products. For example, fruits have different representative colors, oranges are orange, grapes are purple, and lemons are green. These characteristics have many applications in food, beverages, etc., which make consumers very convenient in the consumption process.
(b) Based on the advertisement of goods
With the continuous expansion of social production, social products are becoming more and more abundant, and market competition is becoming increasingly fierce. Commodity packaging occupies an increasingly important position in advertising and promotion. Through the serialization of commodities, people can better promote The degree of concern for the product. Among the several elements of packaging design, the advertising function with color is the most obvious, and it occupies a core position in packaging design. In the serialization design process, a large number of corporate standard colors and some auxiliary colors can be used to meet the company's CI strategy. The resulting effect and impact will be more direct and more vivid. Enterprises can also expand this type of packaging. Its own popularity and influence.
(c) According to different ethnic characteristics
Color is not just a simple color in our eyes, it expresses rich emotions. The meaning given by color in each different region and different nation is completely different. Due to the different social and political conditions, customs, religious beliefs, cultural and educational factors, and the influence of the natural environment, different localities and peoples in the world have developed different color customs. For example, in countries that believe in Islam, green is a noble color, but in Japan it is considered an ominous color; since the ancient times, the Mongolian people of our country have adopted yellow as their own national color, but the Uighurs have been jealous of yellow. Therefore, it is necessary to use targeted colors for different regional and national color customs so that the serialized packaging products will have local peculiar national characteristics.
Therefore, the serial design of packaging colors must conform to the objective reality and cannot be separated from the requirements of the region and the environment. The colors appearing in individual packaging must be carefully considered before they can be applied to the goods, avoiding such geographical and cultural differences and affecting the products. Sales. When companies conduct color serial design, the adaptability of color must be studied in depth so that products can be accepted and loved by people in different regions.
(d) According to the popular colors in different periods
Popular color refers to the popular and popular color in a certain area and a certain period of time. It is affected by the time and seasonality, so it has a positive guiding role. The serialized design of modern packaging is increasingly influenced by the popular colors. Each individual in a serialized design is a part of the entire product, and the color it applies directly affects the consumer's impression of the entire product and thus affects its consumption. In serialized packaging, we can use popular colors in a large area, and then use colors with local characteristics on each individual package to meet the regional and historical characteristics of color use. Such packaging has the affinity to obtain people. Welcome.
(to be continued)