New Concept of Packaging Design Color (I)

Abstract: In the design of commodity packaging, the success of color application directly affects the visual effects of the packaged goods and relates to the success or failure of commodity sales. From the point of understanding the origin of color, we have integrated the method of contrast and harmonization according to the l2 color ring and multiplied angles. At the same time, we have systematically clarified the tonality of packaging design, the visual and functional color, and the current packaging design in China. Color education and design provide a certain reference value.

Keywords: 12-color ring; multi-angle color matching; packaging design tone; color vision and function

Color has a stimulating effect on the visual sense. In visual communication design, it often has the power to take the lead. This is the main embodiment of the visual impact that people often say. The special sensitivity of human vision to color determines the important value of color design in packaging visual communication.

Throughout China's colleges and universities in color design teaching, currently taught are the United States colorist, educator, artist, Munsell (A.H, Maunsel1) the five colors of the hue ring psychology, both red, yellow, green, blue, purple Together with their intermediate hue to become orange, yellow-green, blue-green, blue-violet, and red-violet l0 hue, each hue is divided into l0 equally divided hue sum to 100 hue rings, color three-dimensional color matching method. The German physicist, chemist, and Nobel laureate Wilhelm Frledrlch Ostwald imparted the primary colors yellow, blue, red, green and the intermediate colors of Herlin Physiology to orange and blue. The green, violet, and yellow-green colors are combined into eight colors, and each color is further divided into 3 hue to become a 24 hue hue circle and a three-dimensional color learning method. Due to the complicated color theory of Münster and Ostwald, the effect received by teaching is not very satisfactory. Especially the current color composition books have different descriptions for the color circle. Some students have studied for a long time. The composition of colors, talking about color or confusion, is sometimes at a loss. Therefore, the task placed in front of university teachers is to sum up as soon as possible an effective teaching method that adapts to students’ design colors quickly, in order to adapt to the rapid development of art design teaching tasks. According to many years of art design teaching and practice, I integrated the design colors taught. I started from the origin of color understanding and fully analyzed the 1666 British physicist Newton Et through the experiment of the prism and broke it out. The light of orange, yellow, green, cyan, blue, and violet proved that the sunlight included the entire spectrum, and the color of the object we saw was the principle of the reflection of the sun's rays on the surface of the object. In-depth exploration and practice of German Bauhaus educator Johnes It.ten's color table based on the Newton spectrum study, starting from the origin of color, based on the 12 color ring, summarizing and drawing the color The 3 primary colors of red, yellow, and blue are the first to be mixed with 6 colors of three intermediate colors of orange, green, and purple, and the second color of red orange, yellow-orange, yellow-green, blue-green, blue-violet, and red-violet are mixed. 6-color L2 hue circle diagram]. The currently confusing color-ring angle labeling method was integrated and summed up as a 12-phase color-humidity chart. 30. 60. 90. ,120~,180. A new quick-memory color matching method diagram that is multiplied by the angle. In order not to conflict with Other colors constituting books, the figure 20 is determined. Can be classified as one of the types of color definition. Through the standard design of the chart, various color matching methods for color contrast and reconciliation can be found from the diagram. The two triangles in the hue circle are the 3 primary colors and 3 colors, and the others are the annotations of the integrated color matching angles (see Figure 1).

From the understanding of the origin of color, to the l2 color ring diagram, and then to the multi-colored distribution of color angle map, from which to provide a simple and easy to understand the basis of color matching rules. The long-term practice of color design teaching and packaging design has led us to realize that the main problem in learning design color is the problem of color contrast and color harmony. From the following analysis of color contrast and harmonization, we can prove the function of the color ring diagram.

1 color contrast

Color contrast refers to two or more colors, which can be compared in terms of space or time. A clear difference can be called a color contrast relationship. Here, the l2 color-ring diagram, which divides the color distribution angle into multiples, mainly solves the problem of color contrast ratio.

Hue refers to the name of the appearance of color, which is the main basis for distinguishing colors, and is also the main factor of color characteristics. The hue-based color matching is generally based on a hue circle. According to the angle of the hue on the hue circle, it can be divided into:

(1) Same color 5. For example, if the color of single-colored red, black, white, and gray is the color of the skin, earth red, dark red, etc.
(2) Neighboring color 30. , Such as red, red purple, purple, blue and purple, blue, blue-green, green, yellow-green, yellow, orange, orange, red orange color matching between the two colors should be highlighted contrast;
(3) Similar color 6o. The contrast between the two colors of red, orange, yellow, green, blue, and violet should be highlighted when they are matched.
(4) The difference color 9o. , Red, yellow orange, green, blue and purple with the same order of color; pay attention to changes in brightness, purity;
(5) Contrast color 120. , Red, yellow, blue color, orange, green, purple color, should pay attention to the purity change;
(6) Complementary color 180. , Red, green color, blue, orange color, yellow, purple color, pay attention to the purity and area changes J.

In order not to collide with other color books, it is possible to expand 20 in front of and behind the color ring angles of the above five types (2) to (6). Fall into this color scheme. In short, the smaller the angle formed by the two colors, the greater the commonality of the colors. On the contrary, the greater the angle formed by the two colors, the stronger the contrast of the colors and the weaker the harmonization.

In the combination and arrangement of colors, contrast and reconciliation are common phenomena. There is a mutual exclusion and interdependence between the two. In the three factors of hue, brightness, and purity of the color combination, if there are two factors similar and close to each other, the effect of reconciliation can be obtained; where one factor is similar and close, and the other two factors have different degrees of change, There is a certain degree of variation in reconciliation; if all three factors lack commonality, then color matching is difficult to reconcile. We should make use of the relationship between the strengths and weaknesses of the three elements of color to naturally achieve the harmony of color.

2.1 The same harmonic composition

In the contrast of strong stimuli, both sides or both are mixed in black, white, and gray; mixed in the same primary color or in the same color; the two sides are intermixed; the two sides embellish the same color or the two sides are interspersed with each other; contrasting two or more parties use achromatic black and white, Gray or glossy gold and silver and the same shades of color are outlined so that they are consistent and isolated from each other

2.2 Similar composition

Brightness, hue, and purity are similar to harmonics; any color combination that has only 2 to 3 phases on this color circle, such as 5. 30. , 6o. Color matching, the brightness, hue, purity or white content, black content, color content can all be similarly reconciled.

2.3 The order of reconciliation

Brightness, hue, and purity are the order of harmony; complementary colors, contrasting color order, complementary colors, contrasting colors, complementary colors, respectively, add white, gray, and black to form an order to reconcile, and the more the grades, the stronger the sense of harmony.

2.4 complementary tones and composition

In the case of intensely stimulating complementary color, the two sides enlarge the area of ​​one color to occupy the advantage of 75% to obtain reconciliation; the method of separation and complementation is used to reconcile the two colors; the complementary two sides change the brightness and purity of one color; the two colors complement each other; Gradual, intermixed, and interval can all be reconciled.

2.5 Main area reconciliation

When the main area reaches 75%, the screen will form a main tone based on the main area, which can achieve the effect of reconciliation.

The eye needs a full-hue phase. The seven-color light, the three primary colors, the black, the white, the gray, and the complementary colors all have a full-color phase, and the complementary tones and, if handled, the harmonic relationship between the other colors will be easily solved.