Packaging Design Color Emotion Research

Packaging design in visual communication design and commoditymost close correlation. In modern society, the market economycompetition is unusually intense, packaging is not only a commoditycirculation medium, can play a role in protection of goods, but alsocan promote the sale of commodities, brand concept. As has becomea means of market competition. Color vision as a main language, inthe packaging design plays a very important role, packaging colorcharacteristics than even the shape more attract people’s attention.The success of packaging design can not be separated from the color,the color is one kind can resort to the mind of emotional language,people of color visual thinking in response to contain certainsubjectivity, human visual perception and color psychology reactionforms the emotional colors, elicit different emotional association,good color has a strong visual impact, makes people feel pleasure,then causes a sensuous beauty, meet the psychological needs ofconsumers, triggered by emotional resonance, stimulate thepurchase desire.The paper first elaborated the emotional color concept, generation, analysis of the color psychology, expression, so as to get the color inthe packaging design of the importance and functional significance,in the third chapter, mainly for color emotion representation inpackaging design of packaging design, often can use some methodsto strengthen the emotional color communication performance, inorder to better perform its functions; color and form of packagingcomponents ( graphics, text, shapes, textures ) interdependence.Color in packaging design is not restricted to visual, it is visual, taste,olfactory, tactile, auditory sensory performance; the fourth part of thearticle, through the analysis of different audience consumptionpsychology, different ethnic regions, different social and culturalsymbol of color, different grades of packaging color application,through a case study of color in different types of packaging designthe emotional communication in. Finally summed up the emotionalcolor in the packaging design of the individuality, fashion trend,humane significance of interaction...