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现代包装设计的形态要素中,色彩的冲击力最强,也是最快捷的视觉语言。包装色彩的特别意义在于对商品进行有效宣传,通过新颖的色彩视觉样式及时有效地传达各种产品信息,在商品的营销中,起着无声推销员的重大作用。在包装的色彩设计中,要注意产品的行业特征,色彩的心理影响以及不同国家和地区对色彩的禁忌等。包装设计中的色彩对比法则即色彩的对比原理的运用,色彩的色相对比、纯度高低对比、补色关系对比、明暗亮度对比都给现代包装设计带来丰富的表现形式。包装色彩必须以实际商品的色彩作为描绘的依据,大胆地进行主观想象力和创造力,从而赋予商品特定的情感和内涵。
In modern packaging design form factor, the strongest color impact, but also the fastest visual language. The special significance of the packaging color lies in the effective promotion of goods, timely and effective way to convey a variety of product information through the novel color visual style, in the marketing of goods, plays a significant role of silent salesman. In the packaging of color design, pay attention to the product’s industrial characteristics, the psychological impact of color and different countries and regions on the taboo of color. The color contrast principle in packaging design is the application of color contrast principle. The contrast of color, contrast of purity, contrast of complementary color, contrast of brightness and darkness bring rich manifestation to modern packaging design. Packaging color must be based on the color of the actual product description, bold subjective imagination and creativity, so as to give the product a specific emotion and meaning.