An Exploration And Analysis Of Color Emotion In Cosmetics Packaging Design

In modern society, with the continuous improvement of people’s living standard and the intensification of market competition, people gradually pay more and more attention to Cosmetics and it becomes more and more popular. As the first visual elements in cosmetics packaging, Color plays an active and indispensable role in the product sales, promotion, brand and identification, etc. In a wide variety of all kinds of goods, different colors affect people emotional appeal of product. Through the visual recognition and psychological reaction of color, people will produce a certain emotion of color, and then causing the corresponding emotional associations.Reasonable color matching not only make us feel enjoyment on the vision and meet people’s psychological needs, but also can improve people’s desire of buying, and promote the sell.This thesis first explains the concept of cosmetics, second expounds the importance of color in the cosmetics packaging design, as well as the function, the categories and the types of color, and analyzes the present situation of the cosmetics market. In the third chapter, the author expounds the concept of color emotion and how it comes into being; and shows the performance of its psychological effects, the symbol effects and culture effects, finally the author concluded that color emotion has its own function in cosmetic packaging design. In chapter four, the author analyzes the orientations and manifestations of color emotions between man and women,among different ages, and in different regional culture in cosmetics packaging; and demonstrates through the images of a large number of examples. In chapter five, the author confirms the importance of color by means of holding the relationship between the performance of color emotion in cosmetic packaging design and cosmetics packaging pattern. Finally, the author summarizes the development direction of in cosmetics packaging design.