Analysis of the Principles of Color Use of Commodity Packaging (II)

Second, the color of commodity packaging should meet the consumers' aesthetic habits

The color of the goods package must be able to attract consumers, it must be as close as possible to their own distance from consumers, to please consumers. To this end, it should meet the consumer's aesthetic habits and is what consumers want to see. Nice to see. Plekhanov once said that "the feelings caused by a certain combination or pattern of objects' colors, even in the primitive peoples, are also together with very complex ideas." Color itself does not make sense, but people in different countries, nationalities, and regions are exposed to temperament, character, and interest due to their different geographical environment, customs, and cultural backgrounds. Hobby and other aspects are not the same, and they also form their own preferences for color. The same color often has different symbolic meanings in different target environments. Therefore, the color of the package must conform to consumers' aesthetic habits, and the symbolic significance of color should be emphasized. There is a basic requirement for respecting the symbolism of Bao Cai:

First, we must pay attention to the difference in the color of the living environment.

Colorists believe that the preference of color is related to the living environment. People in the southern hemisphere tend to accept natural changes and like strong, vivid colors. People in the northern hemisphere feel less sensitive to changes in nature and like soft and dim colors. Take green as an example: Countries that live in desert areas see yellow sand all year round. They are accustomed to yellow, even disgusted. For example, in Islamic countries, yellow is reminiscent of deserts, droughts, and water shortages, which is a symbol of death. In contrast, the green color is extraordinarily precious, and they are particularly cherished in green. The national flags of Arab countries can all see their preference for green. Even if the same people live under different conditions and circumstances, there is a difference in their love for color. For example, the love of color in rural areas and cities in China is different. In rural areas, especially in the rural areas in the north, due to the difference in geographical conditions, people look at the colors of nature and generally prefer to buy colorful clothing. The so-called "color" must be "red", red must be red "transparent", green is also green "through"; and the residents of the city because of the frequent impact of noise, intense work makes people easily fatigued, so the love of color pay attention to quiet, Elegant and comfortable.

Second, we must consider the differences in the cultural background.

Due to the differences in historical development and civilized models, consumers in different countries have psychological choices regarding color, and the colors have obvious cultural differences. For example, the green symbolizing life and peace has the meaning of apes in Western countries, especially the French and Belgians. They hate dark green because it reminds them of disgusting Nazi military uniforms; they still avoid greenery. The carpets do not like green because the French have the custom of laying out green leaves when they perform funerals. Red is accepted by most countries, especially Asian countries such as India, Japan, Syria, and Iraq all prefer red. China, Hong Kong and Macao also regard red as a symbol of warmth and joy. Germans do not like red. China's red firecrackers exported to Germany were once unsalable. After investigation, it was found that red gave German consumers an unsafe feeling. Later, the Chinese export enterprises changed the paper and outer packaging of firecrackers to gray, resulting in a sharp increase in sales. In the United Kingdom and the United States, gold and yellow symbolize reputation and loyalty, and therefore are a favorite color for men. American taxis are most popular in yellow, and Kodak's film is also known for its yellow packaging. However, in Japan, yellow is immature and sometimes ill or unhealthy. It is therefore the color of Japanese men. This kind of color preference directly affects the winning or losing of market competition. In the Japanese market, there have been two brands of whisky that competed against each other. One of these was the Japanese-made “old” whisky, and the other was the American-made “Tic-Sak” whisky. “Aged” whisky has been very prosperous in Japan, its design is dominated by black; and “Kati Sac” has topped the list in the US, UK, and Scotland, and its packaging design is mainly yellow. Before Katie Sach entered the Japanese market, he had a very high reputation in Japan due to advertising.

However, when the two brands of whisky were sold in the Japanese market, the sales of the “old” whisky did not diminish and they won all. Why does this happen? After investigation, it was found out that the reason was the color design of the packaging. The appearance of whisky must not only show the image of the wine itself, but also must show masculinity. In Japan, black can best reflect the masculinity of Japanese nationals. The design, publicity, advertising, and other aspects of the "aged" whisky are very clever use of this kind of "Japanese-style" packaging, thus winning the favor of Japanese consumers. The yellow is not favored by Japanese men. In Japan, almost no yellow-based trademarks and packaging designs are available. Therefore, the yellow packaging design of “Kati Sak” has been affected by the men of Japan and has affected sales.

Third, we must understand the color differences of religious taboos.

Believers in different religions have different values, taboos, and behavioral norms, leading to different color ideas and color taboos. Take purple as an example. In the Western religious world, it is a kind of noble color. The patriarch's robe is purple. Purple As early as the Roman Empire, people have used purple as a symbol of power. But in Islam, purple is a taboo color. Similarly, Mexicans believe that purple is an unlucky coffin, and Brazilians think that purple can bring sorrow. Japan exported clocks to Brazil. On watches, it was decorated with a purple band. Since purple is considered an unlucky color, the product is not popular. Like yellow, people think that in China, India, and other Southeast Asian countries where Buddhism is a noble color. It symbolizes the sun and the earth, and therefore it is a royal color of Buddhism; but in Pakistan, the use of yellow even brings political annoyance because the robes (dresses) worn by Brahman are yellow.

(to be continued)

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