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Color Cheats for Packaging Design

Nowadays, packaging design has become an irreplaceable part. Marketing packaging designed to meet people's material and aesthetic needs for commodities, packaging color matching has become an essential element in packaging design and brand promotion.

When the color of the package matches the characteristics of the product, these packages can attract more customers, and the successful color matching in the package can also make consumers immediately associate a brand with its iconic color.

Brand and color are closely linked, because color can quickly convey brand personality and brand culture. This is also the key point of brand recognition for many well-known brands in the world.

Color contrast refers to the contrast phenomenon produced by the juxtaposition of two or more colors. Through the juxtaposition, the colors form a counterbalance, the differences can be highlighted, the relationship between colors can be balanced, and people's physiological, psychological and emotional needs for the beauty of balance can be met.

Colors with a large amount of long-wave red light, such as red, orange, and yellow, are classified as warm colors; colors with a large amount of short-wave blue light, such as blue and purple, are classified as cool colors. The juxtaposition of these two types of colors can create a contrast between cold and warm colors.

Color contrast is formed by the difference between different hues. Color contrast can be divided into three parts: weak hue contrast, mid-hue contrast, and strong hue contrast. In the 24-color circle, the greater the angle between the hues, the stronger the contrast, and vice versa. The strongest and fullest contrast is formed when the angle between the hues is 180°. There are 12 pairs of complementary colors on the color circle, the most typical of which are red with green, yellow with purple and orange with blue. The contrast of complementary colors is strong and vivid, which can form the strongest visual impact. In juxtaposition with another color, the characteristics of each color can be highlighted. Therefore, complementary colors are widely used in the field of visual design, such as advertising, packaging, posters, etc.


In the Munsell color system, lightness is divided into 10 color levels. Among them, 1 is pure black and 10 is pure white. The brightness contrast can be divided into three types according to the brightness and color scale difference.

The color contrast of the saturation difference between the three color levels is a weak saturation contrast. Usually in this contrast, the image is blurry and not prominent. For different situations, the processing methods are different. When the picture has a large area of height or weak contrast of medium gray, the color contrast can be enhanced; on the contrary, when the picture has a large area of weak contrast of bright colors, colors with similar hue should be used, or the area with strong color contrast should be reduced.

Color harmony refers to the harmonious and orderly effect formed by rationally arranging multiple colors. Every part of the picture needs color harmony to highlight the main body of the picture.

In a picture with multiple colors, if color contrast is to emphasize important information, then color harmony makes the picture harmonious and plays an auxiliary role in conveying information. Color harmony can weaken non-main focus, reduce interference factors, sort out visual logic, and help consumers quickly understand information.

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