On the application of color and marketing function

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Color application and marketing function of commodity serialization packaging (Part I)

Abstract: in the fierce market competition environment, the promotional role of commodity packaging is becoming increasingly obvious, and the application of packaging serialization design is receiving more and more attention. Packaging color serialization design is the most important form of packaging serialization design. It plays an important marketing function and advertising effect in the process of commodity sales, and is an important means for enterprises to expand commodity marketing

key words: serial Packaging; Color; Marketing function

commodity packaging is an important part of commodities. It not only protects commodities, facilitates transportation, sales and consumers' purchase, but also shows the image of commodity manufacturing enterprises. For this purpose, the packaging design of commodities is an activity process of comprehensively creating new packaging entities by planning, positioning and conceiving according to the nature, form and circulation intention of specific products, and adopting appropriate materials, shapes, colors, structures, words, graphics, and technical processing

As a major functional element of commodity packaging, color not only beautifies commodities, but also has a marketing function that cannot be ignored in the process of commodity sales. For human senses, the first thing people feel about objects is color, and the first thing packaging acts on human vision is its color. Packaging color has the artistic charm of preemptive, and it can also move people's hearts and attract customers. The color of commodity packaging plays a great role in promoting enterprises to quickly open the commodity sales market. Now, this point is being paid attention by more and more enterprises and designers who adopt microcomputer closed-loop control and packaging. Many modern enterprises have learned to use color, especially serialized color, to achieve the purpose of marketing

I. The concept of seriation packaging design and color seriation design

seriation packaging design refers to an enterprise adopting a unified and changing packaging design form for its own products of the same kind and different varieties. [2] The individuals in the serialized packaging appear in the overall packaging serialization in the form of a member of the family, so this kind of packaging is also called family packaging, which has commonality between them

packaging series design form appeared in the early 20th century, and then quickly became popular all over the world. China's commodity manufacturing enterprises began to work on this packaging design form at the end of the 20th century. Packaging design is from monomer. Most MEG and PE manufacturers in the region have said that they will reduce the operating rate of devices to serialization, and have developed rapidly, which fully shows that this packaging form meets the needs of modern market competition. [3]

Color serialization is a design method that uses color to distinguish similar products with different properties. It uses serialization to apply color to packaging design to diversify the color effect of packaging, which can be divided into hue, purity, lightness and other changes

the colors used in serial packaging are not used at will, and the characteristics of each product must be considered. Color is the code that distinguishes different properties of products. Different colors represent products of different varieties, tastes, flavors or specifications in similar products. Some commodity monomers have their fixed image colors in seriation. For example, in the seriation packaging of chewing gum, green represents apple taste, red represents strawberry taste, purple represents blueberry taste, yellow represents lemon taste, etc; In the series packaging of cosmetics, pink represents the flower fragrance type, yellow represents the fruit fragrance type, green represents the grass fragrance type, and blue represents the drug type; For another example, in the serialized packaging of shampoo products, red means that it is dry at the 2017 investment project signing ceremony and achievement conference of Chongqing graphene Research Institute Co., Ltd. of Chongqing Research Institute of Chinese Academy of Sciences, yellow means oily, green means neutral, etc

II. Design basis and application of packaging color seriation design to improve the quality of purchase service items

the process of packaging color seriation design is a process that can only be designed after repeated and comprehensive thinking. In commodity color seriation design, it is not a simple replacement of colors, which is called packaging color seriation design, and there needs to be a design basis in the design process, This basis is to consider the attributes of commodities, advertising, regional nationality and popularity in a specific period

(I) according to the commodity attributes,

color elements occupy an extraordinary position in commodity packaging. It is definitely its color that first catches the eye of a commodity. Color is the direct expression of the characteristics of goods. Generally speaking, what kind of goods are packaged with what kind of color, that is, the so-called image color. On the basis of the whole, each commodity in the serialization needs to add this kind of image color. Each commodity in the serialization has certain common attributes, and the image color conforms to consumers' cognition of the common attributes of commodities. Therefore, in the serialization design of commodity packaging, the image color should be fully used to express the different attributes of similar commodities. For example, fruits have different representative colors, orange, grape and lemon. These characteristics have many applications in food and beverage, which make consumers get great convenience in the consumption process

(II) according to the advertising and publicity of commodities

with the continuous expansion of social production, social products are becoming richer and richer, and market competition is becoming increasingly fierce. Commodity packaging plays an increasingly important role in advertising and publicity. Through the serialization of commodities, people can better improve their attention to this commodity. Among the several elements of packaging design, the advertising function of color is the most obvious, and it occupies a core position in packaging design. In the process of serialization design, we can use a large number of enterprise standard colors and some auxiliary colors to conform to the CI strategy of the enterprise, so that the final effect and influence will be more direct and more image, and the enterprise can also expand its popularity and influence through this form of packaging

(to be continued)

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