Color and Color Palette:
Basics of color:
The human eye sees color before the brain recognizes imagery in the form of shapes, symbols, words, or other visual elements. Seeing color is a complex process. The National Bureau of Standards estimates that the human eye can distinguish more than 10 million different color.
The traditional color wheel is divided into three primary colors and three secondary colors. This color continuum includes all the intermediate hues produced as each one overlaps the adjacent hue. Colors opposite each other on the color wheel are complimentary.
Understanding color terminology helps to effectively communicate about color. Color communicates psychologically by creating mental association. This mental association with color is what determines an individual’s perception of an object or its surroundings. Although color connotations change over time, for consumers from similar cultural and geographic backgrounds fundamental meanings remain consistent.
Color associations vary:
Color connections are both product and category specific, however an understanding of color associations is an important factor in the design process.
Brand building and color:
Many brands that once had as few as ten products in their family may now have has as many as few thousand. With this explosion of brand families comes the need for more colors to differentiate between product varieties and to distinguish product from the competitors.
Packaging design & Color association:
Scroll through the marketplace and determine which packaging design and colors best match the following characteristics:
• Appetizing, Fun, Strong, Bold, Original, Trendy, Efficacious, Serious, Urban,
• Energetic, Sophisticated, Youthful
Key points about color:
• Consider color as it communicates the designer’s personality.
• Apply colors across product lines in a coordinate color scheme and across the packaging structures, materials, and substrates of a brand.
• Match color from the computer to the specified color for the final printed material.
A course in Design of Packaging:
• Basics of color
• Color Associations
• Brand Building
• Design Tips in Packaging Design