The packaging color contains psychological association "emotion"

Color vision psychology The different wavelengths of color light information act on the human visual instrument tube. After passing through the visual nerve, the brain goes through the mind and associates with the past memories and experiences, thus forming a series of color psychological reactions.
1. Feeling common sense of color vision (1) The color of cold and warm colors does not have the temperature difference between cold and warm. It is the psychological association caused by the visual colors that make people feel warm and cold.
Warm color: When people see red, red orange, orange, yellow orange, red-purple and other colors, they immediately think of the sun, fire, warm blood and other objects, resulting in a warm, warm, dangerous and other feelings.
Cool color: After seeing blue, blue-violet, blue-green and other colors, it is easy to think of images like space, ice and snow, and the ocean, resulting in feelings of cold, reason, and calm.
The warm and cold feeling of color not only shows a fixed hue, but also shows its relative tendency in comparison. If the sky glows in the same way, it feels good to use the rose red morning glow of fresh and cold colors, and to paint the evening glow requires a warm red. However, if compared with orange, the first two colors strengthen the tendency of cold. People often use different vocabulary to express the warm and cold feelings of the colors. Warm colors—sunlight, opaque, stimulating, dense, deep, near, and heavy men’s. , strong, dry, emotional, square, linear, extended, stable, warm, lively, open, etc. Cold—shadows, transparent, calm, thin, light, distant, light, feminine, faint, wet, intellectual, sleek, curvilinear, narrow, fluid, cool, elegant, conservative, etc.
Neutral: Green and purple are neutral colors. Yellow-green, blue, blue-green, and other colors are reminiscent of plants such as grasses and trees, producing youth, life, and equality. Violet, blue-violet and other colors make people think of rare items such as flowers and crystals, so it is easy to have noble and mysterious feeling. As for the yellow, it is generally considered warm, because it reminiscent of the sun, light, etc., but some people see it as a neutral color, of course, belong to the yellow phase, lemon yellow is obviously cold, and yellow is felt warmer.
(2) Lightness and heavyness of color This is mainly related to the brightness of color. The high brightness of the color reminiscent of the blue sky, white clouds, pink clouds and many flowers and cotton, wool and so on. Gives a feeling of gentleness, floatiness, ascent, agility, and flexibility. Low-light colors make people think of steel, marble, and other items, creating heavy, stable, and landing feelings.
(3) The soft and hard color of the color mainly comes from the color brightness, but it also has a certain relationship with purity. The higher the lightness is, the softer it is, and the lower the lightness is, the harder it is, but the white is slightly softer. High-brightness, low-purity colors are soft, and medium-purity colors are also soft, because they are reminiscent of the fur of many animals, such as camels, foxes, cats, and dogs, as well as woolen and fleece fabrics. High-purity and low-purity colors have a hard feeling, and if they are low in brightness, the hard feeling is more pronounced. Hue and color have almost nothing to do with soft and hard feelings.
(4) The color before and after the flu is reflected by the color of various wavelengths on the retina of the human eye. The color of the red, orange, and other light wavelengths is imaged at the back, and the sensation is relatively imminent. Blue, violet, and other light waves have short colors. Then imaging on the outside, it feels backward at the same distance.
In fact, this is a phenomenon of optical illusion. In general, warm colors, solid colors, high brightness colors, strong contrast colors, large area colors, and concentrated colors have a sense of progress. On the contrary, cold colors, muddy colors, low brightness colors, weak contrast colors, and small areas Color, disperse color, etc. have a feeling of retreat.
(5) Large and small colors The color has a sense of the front and rear, so the warm color, high brightness color, etc. have a sense of expansion, expansion, cold, low-lightness color, etc. have a small, shrinking feeling.
(6) The three elements of gorgeous colors and simple colors have an influence on gorgeousness and simpleness, among which purity has the greatest relationship. Bright, high-purity colors, rich, strong contrasting colors feel gorgeous and brilliant. Low brightness, low purity colors, simple, weak contrast colors feel simple and quaint. But what kind of color is not used, if you bring it with gloss, you can get a gorgeous effect.
(7) Lively color, solemn warmth, high purity color, rich multi-color, strong contrasting color feel jumping, lively energetic, cold, low purity color, low-lightness color feel solemn, serious.
(8) The excitement and calmness of color The most obvious effect is the hue. Bright and bright colors such as red, orange and yellow give people a sense of excitement. Blue, blue-green, and blue-violet colors make people feel calm and calm. Green and purple are neutral colors and there is no such feeling. The relationship between purity is also very large, high-purity color excitement, low-purity color calm. In the end, the brightness is warm, and the colors in the high-grade, high-purity colors of the department are excited, and the low-lightness and low-purity colors are calm.
2, the color of the psychological association of color associations with emotional performance. Influenced by various factors such as age, gender, personality, culture, education, occupation, ethnicity, religion, living environment, time background, and life experience, the association of color is concrete and abstract.
(1) Representation When people see a certain color, they associate it with certain related things in nature and life.
(2) Abstract Assume that when people see a certain color, they will think of certain abstract concepts such as reason and nobleness. (This schematic is described in detail in the previous web site. It will not be posted later.)
In general, children are more like associations, and adults have more abstract associations.