The emotional element "color" in the package brings joy to life

[Chinese Packaging Network News] The color of packaging and printing is the first sensory image that enters the human brain. It is imprinted into our minds and creates the deepest and most lasting memory when we walk through a supermarket or shopping mall. What catches your eye first? Is it the variety of products on display, or the brand name you recognize? No, the very first thing you perceive is color. If you don’t believe it, take a moment to reflect on your own experience. You may not consciously notice different colors, but in reality, color has already embedded itself into your subconscious.

We all have a basic understanding of what different colors symbolize. For example, white conveys purity, while black gives a sense of depth and sophistication. Bright colors tend to attract younger audiences and children, as they are lively and energetic. On the other hand, darker tones often evoke feelings of calmness and maturity. Many fast-food restaurants use red in their decor—not just for visual appeal, but because this color can make people feel slightly uncomfortable, encouraging them to eat quickly and leave, thus increasing customer turnover. This clearly shows how powerful color can be in influencing consumer behavior.

In the field of packaging design, color psychology plays a crucial role. It states that "color carries emotional qualities and spiritual values, subtly influencing people's emotions and daily lives." When we talk about warm and cool colors, we are not referring to actual temperature, but rather the visual perception of light and human psychological associations. These associations shape our emotional responses to color.

According to the Munsell color system, orange is considered an extremely warm color, while blue is seen as very cool. Red and yellow are warm colors, while blue-violet and blue-green are cool. Red-violet and yellow-green are warm neutral tones, whereas violet and green are cooler neutral shades. Additionally, the same hue can appear differently based on its lightness, saturation, and other factors.

Whether warm or cool, colors can create a sense of “lightness” or “heaviness” depending on their lightness, saturation, and hue. Take the two drink bottles shown in the image below, for instance. They demonstrate the contrast in the “lightness and weight” of different product packages. The coffee bottle’s packaging emphasizes the rich, heavy taste and aftertaste of coffee, while the water bottle’s design highlights the coolness and purity of the water. No designer would want customers to associate a cold, clean feeling with a coffee product!