Food packaging bag design elements, let the packaging "speak" for itself

When printing packaging bags, in order to achieve a certain aesthetic appeal, relevant colors and backgrounds are designed as product promotion. Food packaging bags are even more of a way to display products. Only by mastering the elements of food packaging bag design can we create the best "sales packaging"!

Different flavors have different intensities. To represent multiple tastes on the packaging bag and correctly convey taste information to consumers, designers must base their expression on the characteristics and laws of the actual object. For example, red fruits give people a sweet taste, so red is used in packaging mainly to convey a sweet taste. In addition, red also evokes associations of warmth and celebration. Therefore, the use of red on food packaging bags also implies celebration and warmth. Yellow reminds people of freshly baked pastries, emitting an alluring aroma. Therefore, yellow is often used to represent the aroma of food. Orange-yellow, between red and yellow, conveys a taste like oranges, sweet with a slightly sour taste. Green colors are generally used to represent fresh, tender, crisp, and sour textures and tastes.

1, Overview of Color Psychology

It usually includes various kinds of knowledge accumulated from past life experiences. For example, "quenching thirst by thinking of plums" is because people see green plums, and color psychology refers to the subjective psychological response caused by the objective color world. People's psychological feelings about the colors of food packaging are actually a comprehensive reflection of multiple pieces of information. My experience tells me that this kind of plum is very sour, thus causing a corresponding physiological response in people.

2、 Warm and Cool Colors

Red, orange, and yellow are warm colors, easily reminding people of the sun and flames, causing a feeling of warmth; while blue and green are cool colors, easily reminding people of ice, snow, oceans, and springs, causing a feeling of coolness. In addition, generally speaking, adding red to a color will tend to make it cooler, while adding black will tend to make it warmer. Beverage packaging often uses cool colors, while liquor packaging often uses warm colors.

3、 Weight of Colors

The lightness and heaviness of colors are mainly determined by the brightness of the colors. Light colors with high brightness and cool colors feel lighter, while dark colors with low brightness and warm colors feel heavier. Red is the lightest, and black is the heaviest. Colors with the same brightness and high purity feel lighter, and cool colors appear lighter than warm colors.

4、 Distance of Colors

Some colors on the same plane make people feel prominent or closer, while others make people feel receding or farther away. This sense of advancement and retreat in distance mainly depends on brightness and hue. Generally, warm colors are closer, cool colors are farther; light colors are closer, dark colors are farther; pure colors are closer, gray colors are farther; bright colors are closer, blurry colors are farther; colors with strong contrast are closer, and colors with weak contrast are farther. Bright and clear warm colors are conducive to highlighting the theme; blurry and dark cool colors can set off the theme.

5、 Taste of Colors

Colors can evoke the taste of food. When people see red candy packaging, they will feel a strong sweetness; when they see light yellow used on cakes, they will feel a milky aroma. Generally speaking, red, yellow, and red have a sweet taste; green has a sour taste; black has a bitter taste; white and blue have a salty taste; yellow and beige have a milky aroma. Using packaging of corresponding colors for different flavors of food can arouse consumers' desire to buy and achieve better results.

6、 Noble and Simple Feelings of Colors

Bright colors with high purity and brightness, such as red, orange, and yellow, have a stronger sense of nobility. While calm colors with lower purity and brightness, such as blue and green, appear simple and elegant.

7、 Food Packaging Bag Color Psychology and Age Relationship

As people age, their physiological structures also change, and the psychological effects of colors will also differ. Children mostly like extremely bright colors, with red and yellow being the preferences of most infants. Children aged 4-9 prefer red the most, while children over 9 prefer green the most. A survey shows that the order of colors preferred by boys is green, red, yellow, white, and black, while the order for girls is green, red, white, yellow, and black. Green and red are the colors commonly preferred by both boys and girls, while black is generally unpopular. This statistical result indicates that adolescents prefer green and red, because green and red remind them of the vibrant nature and the vibrant red flowers and green trees in nature. This preference for colors is consistent with the energetic and innocent psychological characteristics of adolescents. Adults, due to their rich life experiences and cultural knowledge, their preference for colors comes not only from life associations but also from more cultural factors. Therefore, designing food packaging bags according to the color psychology of different age groups can achieve targeted results.

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