Humanized packaging color design method and positioning

With the improvement of living standards, packaging has been closely linked with our lives. People's demand for packaging design has become increasingly demanding and demanding. From the 1980s to the 1990s, humanized design became a diversification period. The introduction of the focus of attention, and gradually formed an irreversible trend, not only in the packaging structure to give a humanized design, packaging color design is no exception. The humanized design of the packaging color reflects the essential characteristics of "people-oriented". It reflects the respect, care, harmony and comfortable color vision of human nature from the color, and is more conducive to the survival and development of human beings. Successful packaging is inseparable from the sound of color and aesthetics. It depends on the color of the packaging. It not only promotes sales and establishes a brand image, but also has the power to call for emotions and form an important part of the overall sense of beauty. Just as American designer: Pross said, “People always think that there are three dimensions of design: aesthetics, technology, and economy, but what’s more important is the fourth dimension: humanity.”

1 The origin of the humanized design of the packaging color

The emergence of humanistic design trends in packaging colors has social, individual original flash, and the reason for the development of the design itself.

1) The need for brand competition

The development of economy and science and technology has led to fierce competition in modern commerce, and the establishment of market brands. The quality of products launched by companies has been comparable, and the competition of brands has finally become “kung fu”. Although consumers are skeptical, they also believe that Can not "take the appearance of people", but only from the packaging to explore the content, and are willing to choose novel and beautiful packaging. Song Jianming’s teacher once analyzed in the color topic: “The problem solved by color design is the image problem. The main task is to solve the problem of color fashion of the product.” “Color design is like a makeup artist, changing the appearance of people is not his The task, this kind of 'hard work' may be the task of the cosmetician, but the color designer uses the 'soft power' of makeup to change its appearance, which is a low input and increase the product's high added value. The effective means of “.”” Packaging color is an invisible key that opens the mind of the consumer and is the most important external feature of the product. Its role in creating low-cost, high-value-added products is astonishing and irreplaceable. One of the means of communication and attractive design means.

2) Demand for consumer psychology

The purpose of the design is to meet people's physical and psychological needs, and the two major needs to be the driving force of human design. The spiritual world of human beings is a vast and boundless world. The psychological and spiritual needs of human beings are rich and never-ending. The packaging colors must have a novel feeling to attract the attention of customers. This is caused by the underlying internal needs of human beings.

Mozi said: "The food will always be full, and then the United States, the clothes will be always warm, and then seek Li, will always be settled, and then begging for fun." For the goods, the first is that at least people must get from the physical function of the goods Physiological needs and satisfaction, and then from the spiritual function of the product can be aesthetic, psychological care, and reflect self-esteem and achievements. As the famous French semiologist Pierre Gerlos said: “In many cases, people are not buying specific items, but are looking for symbols of trends, youth and success.”

3) Design and development of diversified needs

Throughout the history of modern packaging design, we began with the promotion of color printing in the 1950s, experienced the Victorian era of bold and colorful packaging, but it was a light and delicate style, and at the beginning of the 20th century we advocated nourishing nutrition from nature and oriental culture. The Art Nouveau Movement, the modernist design movement initiated by Bauhaus after the Second World War, has concise, awkward, anti-decorative, functional, and rational features, sweeping the world, and gradually evolved into an unifying world. Style. Mies van der Rohe proposes that the principle of "1 iss more" is based on architectural design, but the same situation also occurs in packaging design. In this period, the packaging design is simple in composition and neutral in color. Highly functional and non-human, this style adapts to the lack of materials after World War II, the rapid development of economic needs and international commercial characteristics, and brought a huge social wealth. However, when people are in a monotonous, unadorned environment for a long time, they become bored with this overly-cool, rational style. To meet the ever-changing and ever-changing needs of consumers, some designers have begun to abandon this trend of design. , Explore the pursuit of decorative, changing, traditional, and humane forms of packaging color expression, postmodernism and a series of designs emphasizing decoration and humanity will come in handy, constantly stir up consumers' appetites, and suffer from consumers. Welcome.

2 humanized packaging color performance characteristics

1) The unity of color's functionality and entertainment

Functionality of packaging colors is reflected in many aspects. There are color-used functions for the purpose of highlighting the specific use value of products. For example, red in medicine packaging means nourishing fitness, blue means anti-inflammatory and anti-pyretic, and green means pain and sedation, etc.; Characteristics of the color image function, such as spicy food using red, black image color, cool beverage with blue-green image color; there are different products in different price grades, different categories of product classification, sub-file function, and stimulate consumption Mental marketing functions, aesthetic functions, and so on. The humanistic performance of packaging design not only satisfies the above functional needs, but also satisfies the psychological needs of modern people in pursuit of relaxation, humor, and entertainment.

The typical case is based on the traditional brown foundation of M&M's (Mars), which has dominated the chocolate market for many years. The red, yellow and green chocolates were launched to attract the largest consumer groups. The encouraging M&M, s links joined orange beans, red beans (return), blue beans, purple beans, one for each new With a variety of colors, market sales will increase. Based on market research, Mars has found that the popularity of chocolates of different colors is 30% for brown, 20% for red and yellow, and 10% for orange and green respectively. Mars chocolate beans also strictly follow this figure. bag. The chocolate beans wearing colorful coats not only embody the aesthetic function, but also cater to the children's psychology of “playing with one play”, and thus M&M,s has received a huge return from the market.

2) Unity of color appeal and emotional needs

The color of successful packaging lies in the active use of targeted appeals. Through the expression of colors, the information that needs to be transmitted is strengthened, and the emotional needs of consumers are communicated and coordinated, so that consumers are interested in the packaging of goods and promote their production. purchase behaviour. The balance between color appeal and emotional needs is often one of the reasons why consumers are willing to bag their bags because of their favorite packaging.

Coca-Cola Company is positioned as a child juice drink Q oo. It has occupied 15% of the market share of the fruit juice beverage market in 2003 due to its big blue-headed cartoon “queer” in orange juice drinks with little difference in taste. The pale blue cartoon appeal and consumers need to change the psychological needs of warm orange juice packaging. Through the simple blue virtual characters, Q00 queer is not only an idol in the minds of children, but also a friend of all ages. It is fascinated.

3) The unity of traditional color culture and market color

The traditional Chinese colors are based on the humanities. The works of art pay attention to the inner feelings that convey the charm of the spirit and admire the artistic conception of dullness and simplicity. Humanized packaging demonstrates the complementarity of local traditional colors and market colors. The reason why Hong Kong's famous designer barely succeeds is not only because he has first-rate modern design consciousness and mind, but also because he has added many localized Chinese content such as ink culture and Confucian culture to his design. With an ethereal, indifferent Eastern ink and artistic conception.

4) Unity of designer thinking and consumer psychology

“Design is an activity for others.” To design products that make consumers more satisfied, on the one hand, designers communicate with consumers and feedback on consumer information. On the other hand, designers themselves are consumers who strive to consume. From the psychological perspective of the person to guide design thinking, to achieve the coordination of design objects and consumer objects.

(to be continued)

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