Color Identification In Packaging Design

Color plays an intangible role in packing design, as a tangible language ofmodeling design. The usage and potential application of color is obvious. It becomesmore and more critical in economic development in the modern society and humanlife. Undoubtedly, as a substantial, significant and emotional design language,color has a dominant impact on visual communication of modern packing.It is well known that graphs, words and color are indispensable visual elements for packingdesign. Among the three, people are used to thinking that graphs and words account for a largerproportion, and have a greater impact on the design. Actually, less attention on color reflectsthat the status and effect of color doesn’t stand out. At present, the bright packing designof modern product has a sharp promotion compared with the previous ones, even the value ofsome goods has doubled thanks to its luxurious packing. However, the beautiful packing doesnot impress people very much, which is the common problem of modern packing. The deviationof aesthetic value and inadequateness of design positioning should make enterprises anddesigners rethink profoundly.This paper states the properties and functions of color identification in packing design,and also analyzes national and international color identification. We also interpret somespecific cases about color of well-known brands. Moreover, we analyze the color’s impact onpeople’s visual sense, consciousness, and aesthetic psychology, as well as evaluate the color’smarketing effectiveness. Furthermore, by raising the existing problems and designingcountermeasures in modern packing color, we put forward prospect and scheme for future productpacking design. This paper aims to point that there must be an inherent image for productpacking, with proper and effective color configuration. It not only strengthens color’sguidance function, but also brings huge business opportunity and marketing glamour. Therefore,with pressing national designers to pay attention to this situation, color’s due effect andstatus in packing design needs to be highlighted.