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(1) The sense of warmth and warmth of the colors: red, orange, and yellow are warm colors, and it is easy for people to think of the sun and flames to create a sense of warmth; while the colors of blue and blue are cold, it is easy to associate ice, snow, oceans, and clear springs. Cool feeling. In addition, general colors added to white tend to be cold, and adding black tends to warm. Beverage packaging is mostly used in cool colors, and white wine packaging is often used in warm colors.
(2) The importance of color The importance of color is mainly determined by the lightness of color. Bright light colors and hue cold colors feel lighter, with white being the lightest; darker dark colors and hue warm colors feel heavy, with black being the heaviest. Light with the same lightness and high purity feels lighter, but cold is lighter than warm ones.
(3) The sense of distance in color The color in the same plane, some people feel prominent or near, some people feel retired or far away. The sense of advancement and retreat on this distance mainly depends on the brightness and hue, generally warm color is near, cool color is far away; bright color is near, dark color is far away; solid color is near, gray is far away; bright color is near, fuzzy color is far away; contrasting color is near, contrast Weak color far. Clear and clear warm colors help to highlight the theme; fuzzy, dark, cool colors can set off the theme.
(4) Color sense of taste In food packaging, color can cause food taste. People will feel sweet and sweet when they see a red candy package; they will feel milky when they see a light yellow color on the cake. In general, red, yellow and white are sweet; green has a sour taste; black has a bitter taste; white and cyan have a salty taste; yellow and beige have a milky aroma. Different flavors of food, using the appropriate color packaging, can arouse the desire of consumers to buy, get better results.
(5) The color of richness, purity, purity and brightness of the higher bright colors, such as red, orange, yellow, etc. have a strong sense of luxury, while the purity and lower brightness of the sink coloring, such as blue, green and other simple and elegant .
2. The relationship between color psychology and age of food packaging As people age, the physiological structure also changes, and the psychological impact of color will also be different. Most children like very bright colors, and red and yellow are common baby preferences. Children from 4 to 9 years old love red most, children above 9 years old love green most. According to a survey, the favorite colors of boys are ranked green, red, yellow, white, and black. The favorite colors of girls are ranked green, red, white, yellow, and black. Green and red are common colors for boys and girls, and black is generally unpopular. This statistical result shows that adolescents prefer green and red because green and red are reminiscent of vibrant nature and vibrant green trees in the natural world. These color preferences and young people are energetic and honest. The psychological traits are consistent. Adults, because of their rich experience in life and rich cultural knowledge, love their colors. In addition to their association with life, there are more cultural factors. Therefore, according to the color psychology of consumer groups at different age levels, food packaging design can be targeted.
3. The color and sensory taste of food packaging, apart from being mainly sweet, salty, sour, bitter and spicy, there are differences between rich and light flavors. To express so many taste sensations on the packaging and to convey the correct information of taste to consumers, the designer must perform according to the above methods and rules of people's understanding of things. For example, red fruits give people sweet taste. Therefore, red is mainly used for packaging to convey sweet taste. In addition, red gives people a warm, happy, revolutionary association. Therefore, the application of red in food, tobacco, and wine has a happy and enthusiastic meaning. The yellow is reminiscent of freshly baked pastries and seduce tempting aromas. Therefore, yellow is often used when expressing the flavor of food. The orange-yellow color lies between red and yellow, which conveys a sensation of taste, such as orange, which is sweet and slightly sour. When expressing fresh, tender, crisp, acid and other tastes and tastes, they are generally expressed in the colors of the green series.
Color Psychology of Food Packaging Design
1. Color Psychology Overview Color psychology refers to the subjective psychological response caused by the objective color world. People's psychological feelings about the color of food packaging are actually a comprehensive reflection of various kinds of information. It usually includes various knowledge accumulated from past life experience. For example, "Mine to quench the thirst" is because people see blue plums, and experience tells us that the plums are very sour, which leads to a corresponding physiological response.