Application of gold, silver, black, white and gray in packaging design

In modern society, people are dealing with commodities almost every moment. Pursuing fashion and experiencing consumption has become a kind of culture. It includes all aspects of clothing, food, use, behavior and reward of human life, embodying people's high quality of life. The pursuit is even stronger. When we entered the market and supermarkets, various kinds of products were displayed in beautiful shapes and bright colors. We were in front of us in a colorful background, as if we were scrambling for dialogues and exchanges with us. We were scrutinized and careful. When you enjoy products with unique shapes and wonderful colors, you are more attracted to those packaging with strong colors. This is the role of color, because the color has a strong sense of visual connotation and expression on modern commodity packaging.

Through long-term life experiences, people have intentionally or unintentionally formed the ability to judge and feel objects based on colors. The color that is not there gives people an unpleasant visual psychological feeling. It will not only enhance consumer's aesthetic pleasure, but also stimulate consumer's judgment and purchase confidence, enrich their imagination, and also cultivate the customer's busy mind. It truly makes us feel the value and strength of packaging design color.

As we all know, people's attention depends on the role of light, observing the beginning and color of the target object, and understanding the objective existence. If there is no light, people's visual activity will disappear, of course, it does not matter color. Absent objects have different absorptivity and reflectivity. Therefore, different colors are produced. Among all objects, black objects can absorb seven colors, while white objects reflect all seven colors. This is the reason why black and white lose their color appearance compared to other colors and form their own unique achromatic attributes.

This article talks about color from the point of view of packaging design. It is not a discussion about the so-called physics knowledge of optics, electromagnetic waves, and wavelengths, but it focuses on the hue, brightness, purity, color psychology, etc. of the colors based on the theory of design chromatics. Study of issues. In the sea of ​​commodities, packaging design constantly changes its techniques, forms of innovation, and personality characteristics, with particular emphasis on the attributes of color and the use of color. The attributes of color are not static, and the changes among these elements provide ample space for the comparison of design colors and the application of harmony.

In many of the packaging design of goods, all of them are able to attract the attention of consumers with the utmost speed, eye-catching and pleasing. Rich colors convey a variety of different tastes, showing different quality styles and decorative charm. Pursuing the design language is purely the designer's pursuit. They use a more rational and unique perspective to strive to get rid of the noisy, complicated, colorful and colorful techniques in the popular design. Actively seek the rationality and simplicity of color design. For example, the Japanese designer Ginza Fujita designed "Japanese gin", making full use of the attributes of achromatic colors. Through the design arrangement of gold characters on the transparent body container, under the influence of light and shadow, the design is outstanding. The design is highly condensed and summarized, pushing the design to the extreme, as if it were a bright pearl among many commodities. The choice and combination of colors is very important in packaging design and is often the key to determining the pros and cons of packaging design. Pursuing the harmonization, refinement, and simplicity of packaging colors is essentially to avoid the excessive use of color on packaging. The colorfulness and prosperousness of the world may not be pleasing to the eye, but it may give people a slick impression and make people feel dazzled. Appropriate use of simple color language can better reflect the designer's ability to control color and maximize the potential of color. Under the influence of minimalism, from the shackles of the traditional colors, combined with the modern packaging design theory and the attributes of the goods, the packaging designed using gold, silver, black, white, and gray in achromatic color is more The eternal beauty of the goods. The special nature of the achromatic system provides a stage for the packaging of many products. For example, the packaging designed by “African vodka” by Jens Assisi has nothing to be found in the shape of the container itself. The designer boldly selected five colors to reveal a strong metal texture. The white shield is placed in the center of the graphic to open the label against the background of other achromatic colors, and the information characteristics of the product are more concentrated. The entire product looks solemn and elegant and of superior quality.

The use of metallic colors in the design helps to enhance light and shadow effects, and can enrich changes in space and levels. Because gold and silver have a strong reflective ability and keen characteristics, under different angles and different light and shadow effects, showing different color effects, proper use will enhance the product's brilliant, advanced and mysterious. Its sharp changes in light and shadow can reflect the gorgeous, precious, and active impression of the packaging of goods. The simple extraction and application of achromatic color help to strengthen the characteristics of the product, help improve the quality and grade of the product, and enhance the sense of the times and personality of the product.

There are color systems that have distinctive appearance attributes, and gold, silver, black, white, and gray in the achromatic system also have a certain color meaning. In fact, achromatic color has already formed its own full-color nature in people's minds, and it is accepted by people. It is called the eternal fashion color. When examining black, white, and gray alone, black symbolizes silence and silence, which means evil and ominousness. It is considered to be a negative color. White's solid and evil emotions are neither quiet nor irritating. It is generally regarded as a symbol of quietness, purity, and purity. When black and white are mixed, gray is also produced. Gray is neutral and lacks independent color characteristics. Therefore, grey monotoneness and dullness do not emphasize light and darkness. However, if the gray color is evil, it will give people an implicit, Soft, advanced, refined, intriguing. Of course, in many packaging designs based on achromatic color, there are often some colors with higher purity. Their presentation on the one hand and the achromatic color form a certain contrast effect, on the other hand, it is to enhance the color of the subject. The interaction between the five colors and the colored ones is undoubtedly a very important means for enriching the color effect of commodity packaging.

Packaging design is based on constant trial and exploration. Pursue the beautiful feelings of human life. Color is extremely valuable. It has the most direct and important impact on our expression of thoughts, interests, and hobbies. Grasping colors, feeling design, creating beautiful packaging, and enriching our lives are what we need in this era. The packaging of achromatic design is like the quietness of the dust and noise. Its elegance, simplicity, and calmness make people enjoy sour, sweet, bitter, spicy, salty, and aftertaste another refreshing and elegant fragrance, they are not obvious. Indisputable attribute features will exude eternal charm in packaging design.