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色彩对人们的视觉神经反应是最快的，化妆品包装的色彩设计，要满足人们的审美要求，还要与人们的心理感受相一致。不同品牌的化妆品包装都在用不同的色彩来向人们传达着情境，用不同的形式来显示各类化妆品的品质风格极其本身具有的魅力。包装不仅仅具有保护产品的功能，现在，包装也是体现产品特性的一个重要途径，消费者对外包装的第一次接触，对产品的外观和材质的感觉，往往是决定是否购买此款商品的重要因素，所以，在产品包装中使用的色彩要和产品的特性相符合，可以得体的展示产品的品质。色彩相对文字，表达的视觉效果更强，色彩搭配的科学、包装设计的合理，都对品牌有至关重要的影响，其中，色彩是影响整体效果的关键因素，如果搭配的不好，就会影响到品牌整体的效果。
Colour reaction to the visual nerve of people is the fastest, cosmetics packaging color design, to meet people's aesthetic requirements, but also consistent with people's psychological feeling. Different brands of cosmetics packaging are in a different color to convey the situation, with different styles to display all kinds of cosmetics, in the form of quality extremely itself has the charm。 1 color effects on cosmetics packaging 1.1 influence on the product characteristics Now, packaging not only has the function of protection products, packaging is also an important way to reflect product features, consumers external packing first contact, sense of texture and appearance of the product, tend to be important factors to decide whether to buy this product, so the use of color in product packaging and product characteristics, can be appropriate to show the quality of the products. 1.2 impact on overall brand Color relative words to express the visual impact of the stronger, the colour collocation of the scientific and reasonable of packaging design, all have important influence on brand, among them, the colour is the key factors that affect the overall effect, if collocation is bad, will affect the effect of the brand as a whole. 1.3 the market sales, the influence of the consumers Now cosmetics market all kinds of packaging, mostly with bright color is given priority to, can also be used in the design of the present popular elements, color, but should make full market survey, to understand the needs of the consumers, corresponding to different consumers' psychological use packaging color. Use color to stimulate consumer's vision, to guide and deepen the memory of consumers to the brand, all cannot leave the use of packaging color. Cosmetics mainly women, in terms of the use of packaging color punch "feminine" route, novel packing design and the appropriate color is tie-in, can arouse the desire to buy of consumer. 2 colors in the cosmetics packaging peculiar function 2.1 beautification function: the packaging is not only to protect the goods from damage, packaging can also now using novel appearance to attract people's eyeballs, packaging can also beautify the colour in the product, plus for the product itself. Cosmetics is a product of society, is the reaction of people in the life pursuit of the perfect symbol. 2.2 recognition: now cosmetics market competition becomes more and more fierce, how in a brand has its own characteristics, make themselves different from other brand become the problem. Apply the brand unique color, make the product packaging color brightness, purity, and different area apart from the rest of the packaging. Using standard unified color, make consumers be clear at a glance, can deepen the consumer impression of the brand, and product according to their own needs to choose. 2.3 series: in a series of brand cosmetics will have diversified products, according to this characteristic, contributed to the series of product packaging, in the design of packaging format unification, the mass-tone attune of the same, style is consistent, and other methods to reflect a series of products, can form product camp, a strong brand atmosphere. So the management of the product and sales have very big effect. Can also achieve the purpose of promotion, can be powerful to promote brand, deepen memory of consumers. 3 female cosmetic packaging In female cosmetic packaging, the be fond of of women of packaging color, more is the effect of age on the color, according to different ages femininity, choose to suit the color of the women of this age. Cosmetics consumption of main object is woman, from the aesthetic point of view, color has played a very big role in the packaging, the use of colors are subject to the appearance of cosmetics and theme, but also in hue, purity, lightness to delve into these details. 3.1 color selection of different ages Age of women choosing cosmetic packaging color is very large, the influence of aesthetic changes over age. People from youth to middle age and old age, aesthetic standard and choose packing eyes were constantly changing again. Since each age sense of color cosmetics and choice is different, so the use of color in the cosmetics packaging need to be targeted, such as 15-22: the period of adolescent women, women of this age young, dynamic, energetic, young, full of fantasy, so they are choosing cosmetic packaging color, favour a dreamy, princess series color, such as the color of pink, pink, light blue, light green, light yellow and so on. L 'oreal moisturizing hydrating series is targeted at young women developed a set of cosmetics, in this series of products are the use of a unified and tonal, (dry and oily pink is green) embodies his series of color use. Among this, l 'oreal has carried on the segment to the skin, can be divided into dry to normal, normal to oily skin, used the two color, dry to neutral skin USES the sweet pink, normal to oily skin, using the fresh light green, this hydrating series color is for young people. Doi compare young people using the commonly used, more lively color. (as shown in figure 1, figure 2) figure 1 in figure 2 23-29: the women in the transition from feminine to mature a little slowly, career start, have a purpose and fashion, like to try new things, so they are choosing cosmetic packaging color, choose a larger scope, each color cosmetics are likely to choose, not fixed, may choose to mysterious and bring some sexy black, also may choose to represent vigor and vitality of the green. 30-38: women of this age, mature, cause a slight effect, for clothing, and the life taste began to change, to the quality of life begins to picky, not before and 15-22 or 23-29, the same or similar, their choice of color, mostly is given priority to with cool color to move, to sedate, elegant is given priority to, such as purple, blue, deep red, gray, white, and so on. Such as l 'oreal anti-wrinkle complex colour series, the series of all the products are mainly anti-wrinkle, is for mature female or skin already have fine lines of women, women after age 35, color is given priority to with white and dark red. Almost all the series products are caps for wine, the bottle is white, very uniform. Due to the increase of the age of the person, the choice of the color is change from warm to cold, and both red and white colour is tie-in, white appears stable, simple, generous, while the corresponding dark red highlights the noble, elegant, although use the red, but in large tonal on choosing the cool color, add bottle type design, highlights the quality. (as shown in figure 3, figure 4) Figure 3 in figure 4 38, 45 years old: this period of women is mature, they pursue high quality life, dress up the pursuit of taste, the pursue is perfect, the women, mature, successful career, have their own independent, they are choosing cosmetic packaging color, noble, solemn highlights the colour of their social status is given priority to, such as gold, black and white. (as shown in figure 5, figure 6 and figure 7) 3.2 colour choice, as a result of the functional requirements Female consumers of different ages of cosmetics the required functionality is different, so must the required functionality for women of different ages consumers, also determines the different effect of different packaging use of color. Such as, accusing oil series are basically green or blue, make the person looks relaxed, anti-wrinkle or repair the use of colour is dark red or a little darker color. So the design of targeted, not only can achieve simple and clear explanation of the effect, still can make better upgrade the level of packaging design, better service to consumers. (as shown in figure 1, figure 2) In cosmetics brand according to different age, different colors to represent its age, so that more targeted, can better understand the needs of the consumers, so as to increase sales. By the above conclusion, should according to different age to do different color of cosmetics packaging. 3.3 the significance and role of targeted to choose color By the above conclusion, should according to different age to do different color of cosmetics packaging. 4 for different age female cosmetics packaging color use principle Conform to the female cosmetics and content Accord with the aesthetic view of different age groups In order to use features In order to brand and the principle of independence and unity#p#分页标题#e# From the above point of view we follow the colour effect is very big in the cosmetics packaging, attaches great importance to the product itself color characteristics at the same time, the packaging color design for different consumer groups. Figure 5 figure 6 2 female consumers of different ages of cosmetics the required functionality is different, so must the required functionality for women of different ages consumers, also determines the different effect of different packaging use of color. Such as, accusing oil series are basically green or blue, make the person looks relaxed, anti-wrinkle or repair the use of colour is dark red or a little darker color. So the design of targeted, not only can achieve simple and clear explanation of the effect, still can make better upgrade the level of packaging design, better service to consumers. (as shown in figure 1, figure 2) In cosmetics brand according to different age, different colors to represent its age, so that more targeted, can better understand the needs of the consumers, so as to increase sales. By the above conclusion, should according to different age to do different color of cosmetics packaging. 5. Conclusion: The principle of three female cosmetic packaging color for different ages 1 to meet women cosmetic effect and introduces the content, attention should be paid to each series USES unified hues. Cosmetics packaging design, according to the content and effect of cosmetics to express to do packaging design, because the cosmetics has the characteristics of the series packing, when the design should pay attention to can't from the brand's integrity, but also to highlight the characteristics of a series, so, to express the characteristics of the key lies in the use of color. 2 should accord with the aesthetic view of different ages, colour of female changes with different ages, the influence of shape to the color of packaging design should follow the needs of different age women cosmetics packaging color and design. (the study found that, from child to adult, color change from warm to cold) Since each age group of female consumers. 3 to conform to the using characteristics of goods, with the function of the cosmetics and the corresponding ages of consumers for colour collocation. General design of cosmetics packaging, product's function is to highlight and expression of content, the use of color to express the function of the product is also a good method, such as series of the use of fresh green, accusing oil whitening series use white, hydrating series such as the use of the blue. 4 to conform to the products and brands, the principle of independence and unity, make the product and the brand is easy to recognize To highlight the brand, but not from the brand. Four on the basis of above research, analysis done work for its application |
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