3.4.2 The Close Relationship between Color Psychology, Social Psychology and World Folk Culture
Due to social systems, ideology, material wealth, and lifestyle, different times, people's color aesthetic consciousness, aesthetic interest, aesthetic ideal, and aesthetic standards are different. For example, the golden yellow monopolized by the Chinese historical emperor has lost the symbolic meaning of the original noble and authoritative in the modern era; the old Chinese traditional white is funeral. It is taboo to wear white, white, white and white shoes. Now it is different. There is not much to mourn with white cloth. On the contrary, young men and women take wedding photographs and brides wear white dresses to symbolize the purity of love. Different times, the meaning of color is also different. The color psychology and its aesthetic value change with the changes of the times. When advocating classicism, finding color that is considered to be dissonant but is popular with modern people is too numerous to mention.
At one time, the change of people’s color hobby in a region was greatly influenced by social psychology. The so-called "fashion color" is a product of social psychology. The ideological trends of the times, the emergence of new schools of culture and art, the achievements of modern science and technology, and even some anomalous phenomena in the natural world and the major political events in the world, may cause some psychological effects on people’s color psychology. . When some colors are given the symbolism of the spirit of the times and cater to people's minds, interests, hobbies, desires, etc., these special appealing colors will become popular.
If you like white, cleanliness is the most beautiful: Islamic clothing is mostly white, and the white round hat worn is known as the "cap." White worship is also reflected in clothing, food, housing and living. Tibetan women in China like to wear a white felt-shaped hat or wearing a white beaded belt and wear a white pleated skirt. When a 15-year-old girl walks in a year-round ceremony, she uses her milky milk to wash her face, and she wears a white wedding dress. In the air, the guests are whitened and the most grand gift to the guests is white Hada. The Dai ethnic group prefers clothing made of white linen cloth to be wrapped in white cloth. Witches, priests, doctors, and others all have professional white clothes. For example, wizards wear white clothes and their outer covers are covered with sheepskins. Tibetan houses are also more expensive than white accounts. White walls are painted on the walls of houses, and white prayer flags are placed on the roofs of the houses. The Yi villages are "white for good and dark for evil."
It can be seen from the above examples that any mental thought in a particular region, time, environment, and society will have a certain effect on color design. Therefore, the design of export goods packaging should study the relationship between color psychology and social psychology in the sales region.
3.4.3 Individual differences in color psychology and the orientation of folk culture
Color preferences vary not only with age, gender, ethnicity, and region, but also with people of the same age, gender, ethnicity, and region because of differences in personality, temperament, circumstances, and life experiences.
People of different temperaments have their own preferences for color. According to Paplow’s psychology, people’s temperament can be divided into four types. Bile people are energetic, they are easily emotional, they are impatient, they are impatient, their mood changes violently, and they have more blood. People are flexible in activity, sensitive and rapid in response, easy to change their interests, like to communicate with people, mucilagins are quiet, steady, slow to respond, unmotivated, unresponsive, stable in intentions and emotions, melancholy people are lonely, weak and tiring, words and deeds are slow, Experience profound and good at realizing small things that others are not aware of. People of different temperaments have different psychological characteristics. Their attitude towards things and the emotions they reflect are not the same. They also differ in the examination and perception of colors. Mars Lucia, a professor of psychology at the University of Baslu, carried out a long-term study of the correspondence between color and personality and wrote a book entitled Colors and Characters. She proved through tests that people who like blue are introverted and easily sentimental. Most of them treat people according to their traditional habits. They are calm, they want to live and work in peace, and they lead a peaceful life. Most people who like to be red have a bloody personality. And masculine, energetic, passionate, energetic, affectionate, impulsive, enterprising and winning, people who love yellow have wisdom, pursue ideals, cherish time, character extrovert, pursue reputation, prestige and power, love The green people are decisive, strong-willed, strong-willed, self-respecting, and hopefully superior. Purple-loving people are romantic, charismatic, careful, emotionally unstable, lacking in self-esteem and immature.
Looking at color, some people only pay attention to whether the color is clear, whether it is saturated, and whether it is pure. Their attitude toward color is intellectual, cold, and lacking in sentiment. Their appreciation of color is very weak. They don't like or dislike many colors. When they hear other people say that this color is beautiful, that kind of color is not beautiful. They just feel at a loss. The criteria for evaluating colors seem to be "pure" and "impure."
Some people tend to see colors that are physiologically sensible. They only pay attention to whether the colors are pleasing to the eye or not. They do not like too stimulating colors, and do not like to be overly aggressive. They think that overstimulated or overly-twisted colors can make people look tired. They do not pay attention to color beauty and no beauty. The criteria for evaluating color are mainly whether color stimuli cause physiological pleasure.
The above shows that the love of colors can vary from one person to another. The differences between peoples are as follows: For example, in Europe, Germanic peoples love blue, red and white; Latin people like oranges, yellows, reds, blacks and grays; Slavs like reds and browns; Norwegians love vivid colors. Especially the red, blue, and green colors, which are related to the long winter time in the local area; the Swedes do not use the blue and yellow colors that represent the country for business; the Belgians avoid blue and wear blue clothes in the face of unlucky things. Even if you see something blue in your dream, you think it will be bad the next day; the Dutch love orange and blue, orange is their festive color; Irish people love the traditional grass green; Switzerland is very popular. In contrast with the dull colors, the Swiss do not wear black clothes, because the black clothes are mourning clothes, but they are very welcome for black cars. Here, the red flag is very popular; in Austria, green is the most popular and green clothing is considered noble. The original West Germans did not like brown, black and dark blue shirts; Bulgarian clothes were mostly made of bright browns and greens, and they did not like vivid colors.
In the Middle East, the Iraqi passenger transport industry uses red, and the olives of the national flag are avoided commercially; Syrians like blue-blue, followed by green and red: the yellow that symbolizes death is usually not used; the Muslims in Tunisia like green, white and red. When the Ethiopians wore pale yellow clothes, they expressed deep condolences for the deceased. Therefore, the package should not be light yellow.
In the Americas, the Americans generally have no special favors or dislikes for color, but they pay great attention to the research and implementation of specific colors for the packaging of goods so that people can recognize the goods from color; Cuba is greatly influenced by the United States and its color preference is similar to that of the United States; in Mexico, people are widely Use the red, white, and green colors that represent the colors of the country; Brazilians think that purple means sadness, yellow means despair, and purple and yellow colors together cause omissions. They also don't like dark brown color, thinking that people die better than yellow leaves from The trees fall; Paraguay generally likes the bright colors; in Venezuela, red, green, tea, white and black represent the top five political parties in China, and the general merchandise packaging does not use the above five colors. In Asia, Malaysian yellow is the color used by the royal family, and is generally not used for packaging of goods; Japanese people prefer elegant colors, brown, purple and blue are more popular, especially purple, and they are respected by Japanese women as noble and mysterious colors; India Popular reds, yellows, blacks, and golds; Turks generally love vivid colors, crimson and white are more popular; Pakistan is also popular with vivid colors, with the emerald green of the flag as the most beautiful.
The French and the Dutch prefer light blue, while Belgians, Iraqis, and Egyptians regard blue as an ominous sign. Light blue in Southeast Asia also often represents sorrow and death. The Chinese and Malaysians love the red, which is considered to be a symbol of big jewels. But for the Germans, the opposite is true. For Americans, red is red, and therefore it is most concerning to red. As for white, it represents purity in many countries or regions, but Indians and Chinese people regard it as death and indecisiveness. In Italy, the sun shines in the red, while in the United Kingdom, Sweden, and the Netherlands, blue and golden are used to represent the earth, and blue represents the beauty of masculinity; but in the Netherlands, blue indicates that women are gentle and the Belgians use blue. The color is considered ominous. In addition, it is also very disgusting with the dark green. It is considered the color of the Nazi costumes. They like the elegant gray. The Swiss do not like black and think black is too sad. Brazilians think that purple means sadness, yellow means despair, and generally do not use purple or yellow; Iraq bans the country’s flag olive green as a trademark; Venezuela’s top five political parties use red, green, and tea, respectively. White and black are the characteristics of the parties, so generally these five colors are not used, but the yellow of the medical logo is loved; Arab countries avoid using yellow. Americans use red to represent anger, darkness means jealousy, blue means worries, yellow signifies jealousy; Swedes ban blue; Western countries use black as unlucky; Eastern countries use white as unlucky; British people jealous of yellow, China People and Thais regard yellow as solemn, noble, and power. Ethiopians wear yellow clothes when they make funerals. In Latin American countries, people associate purple with death; Japanese people regard traditional colors as red and black. Preference; Green gives a feeling of coolness and tranquility, and is popular in Italy, Singapore, and other countries, but the Japanese think that green is not good fortune; because of the existence of these special taboos in various countries, we are required to design packaging for export goods. Can not be arbitrary, should avoid its bogey. The packaging design on the international market must conform to the local laws and regulations of the market countries, and it must conform to international practice. $Page break $
3.4.3 The requirements of the people of all countries in the world for the design of commodity packaging The commodity packaging mainly conveys information through color. The color design of export goods packaging is particularly important for selling national national customs.
(1) Americas Market
The majority of Americans like bright colors, bright, lively, bright colors, and have a good impression on the red, blue and white colors, because the American flag is composed of these three colors.
The general habits of consumers in color are: - women are represented in pink, for example, the "Couple Smoke" package of the United States Sherman Cigarette Company, which is mainly used to inform relatives and friends when giving birth, and the sky-blue packaged smoke is indicated Give birth to "boy" and send pink packaged tobacco to say "raw girl"
- Most food packaging uses yellow and brown, suggesting fullness and freshness. Black packaging is generally not used. Some foods have a fixed color, such as coffee, tomatoes and soups are used for red packaging, peach is pure yellow, beans are green, eggs are white packaging.
- Products that come into contact with the skin, such as soaps, moisturizers, etc., are generally soft and neutral colors such as pink. ——Packing of cleaning products and detergents, generally blue or white packaging, as a means of cleanliness. - The products sold in high-end large stores are more European style colors, such as elegant or near natural colors, to show their noble worth.
——As a seasonal gift package, we often refer to the month's representative color, such as January Grey, February Navy, March Silver, April Yellow, May Purple, June Pink, July Blue, August Dark Green September golden, October brown, November purple, December red. However, the United States market is vulnerable to the impact of the world's fashion colors, and sometimes there are special color hobbies. For example, the United States once set off black heat, regardless of the luxury of clothing and interior decoration and product packaging in black, and even black food is also greatly affected. Favor, Chinese black cricket became a new favorite.
(2) Central and South America Market
Consumers generally like solid colors, such as red packaging products sell well, but black and purple packaging is considered unlucky. The more colorful the color, the more complex the shape, the more popular the texture is. However, the colors and hobbies of the peoples of Central and South America are not exactly the same, such as:
- Mexicans love red, white, and green, bogey yellow, and hate purple and black.
- Nicaragua hanged with the national flag
Due to social systems, ideology, material wealth, and lifestyle, different times, people's color aesthetic consciousness, aesthetic interest, aesthetic ideal, and aesthetic standards are different. For example, the golden yellow monopolized by the Chinese historical emperor has lost the symbolic meaning of the original noble and authoritative in the modern era; the old Chinese traditional white is funeral. It is taboo to wear white, white, white and white shoes. Now it is different. There is not much to mourn with white cloth. On the contrary, young men and women take wedding photographs and brides wear white dresses to symbolize the purity of love. Different times, the meaning of color is also different. The color psychology and its aesthetic value change with the changes of the times. When advocating classicism, finding color that is considered to be dissonant but is popular with modern people is too numerous to mention.
At one time, the change of people’s color hobby in a region was greatly influenced by social psychology. The so-called "fashion color" is a product of social psychology. The ideological trends of the times, the emergence of new schools of culture and art, the achievements of modern science and technology, and even some anomalous phenomena in the natural world and the major political events in the world, may cause some psychological effects on people’s color psychology. . When some colors are given the symbolism of the spirit of the times and cater to people's minds, interests, hobbies, desires, etc., these special appealing colors will become popular.
If you like white, cleanliness is the most beautiful: Islamic clothing is mostly white, and the white round hat worn is known as the "cap." White worship is also reflected in clothing, food, housing and living. Tibetan women in China like to wear a white felt-shaped hat or wearing a white beaded belt and wear a white pleated skirt. When a 15-year-old girl walks in a year-round ceremony, she uses her milky milk to wash her face, and she wears a white wedding dress. In the air, the guests are whitened and the most grand gift to the guests is white Hada. The Dai ethnic group prefers clothing made of white linen cloth to be wrapped in white cloth. Witches, priests, doctors, and others all have professional white clothes. For example, wizards wear white clothes and their outer covers are covered with sheepskins. Tibetan houses are also more expensive than white accounts. White walls are painted on the walls of houses, and white prayer flags are placed on the roofs of the houses. The Yi villages are "white for good and dark for evil."
It can be seen from the above examples that any mental thought in a particular region, time, environment, and society will have a certain effect on color design. Therefore, the design of export goods packaging should study the relationship between color psychology and social psychology in the sales region.
3.4.3 Individual differences in color psychology and the orientation of folk culture
Color preferences vary not only with age, gender, ethnicity, and region, but also with people of the same age, gender, ethnicity, and region because of differences in personality, temperament, circumstances, and life experiences.
People of different temperaments have their own preferences for color. According to Paplow’s psychology, people’s temperament can be divided into four types. Bile people are energetic, they are easily emotional, they are impatient, they are impatient, their mood changes violently, and they have more blood. People are flexible in activity, sensitive and rapid in response, easy to change their interests, like to communicate with people, mucilagins are quiet, steady, slow to respond, unmotivated, unresponsive, stable in intentions and emotions, melancholy people are lonely, weak and tiring, words and deeds are slow, Experience profound and good at realizing small things that others are not aware of. People of different temperaments have different psychological characteristics. Their attitude towards things and the emotions they reflect are not the same. They also differ in the examination and perception of colors. Mars Lucia, a professor of psychology at the University of Baslu, carried out a long-term study of the correspondence between color and personality and wrote a book entitled Colors and Characters. She proved through tests that people who like blue are introverted and easily sentimental. Most of them treat people according to their traditional habits. They are calm, they want to live and work in peace, and they lead a peaceful life. Most people who like to be red have a bloody personality. And masculine, energetic, passionate, energetic, affectionate, impulsive, enterprising and winning, people who love yellow have wisdom, pursue ideals, cherish time, character extrovert, pursue reputation, prestige and power, love The green people are decisive, strong-willed, strong-willed, self-respecting, and hopefully superior. Purple-loving people are romantic, charismatic, careful, emotionally unstable, lacking in self-esteem and immature.
Looking at color, some people only pay attention to whether the color is clear, whether it is saturated, and whether it is pure. Their attitude toward color is intellectual, cold, and lacking in sentiment. Their appreciation of color is very weak. They don't like or dislike many colors. When they hear other people say that this color is beautiful, that kind of color is not beautiful. They just feel at a loss. The criteria for evaluating colors seem to be "pure" and "impure."
Some people tend to see colors that are physiologically sensible. They only pay attention to whether the colors are pleasing to the eye or not. They do not like too stimulating colors, and do not like to be overly aggressive. They think that overstimulated or overly-twisted colors can make people look tired. They do not pay attention to color beauty and no beauty. The criteria for evaluating color are mainly whether color stimuli cause physiological pleasure.
The above shows that the love of colors can vary from one person to another. The differences between peoples are as follows: For example, in Europe, Germanic peoples love blue, red and white; Latin people like oranges, yellows, reds, blacks and grays; Slavs like reds and browns; Norwegians love vivid colors. Especially the red, blue, and green colors, which are related to the long winter time in the local area; the Swedes do not use the blue and yellow colors that represent the country for business; the Belgians avoid blue and wear blue clothes in the face of unlucky things. Even if you see something blue in your dream, you think it will be bad the next day; the Dutch love orange and blue, orange is their festive color; Irish people love the traditional grass green; Switzerland is very popular. In contrast with the dull colors, the Swiss do not wear black clothes, because the black clothes are mourning clothes, but they are very welcome for black cars. Here, the red flag is very popular; in Austria, green is the most popular and green clothing is considered noble. The original West Germans did not like brown, black and dark blue shirts; Bulgarian clothes were mostly made of bright browns and greens, and they did not like vivid colors.
In the Middle East, the Iraqi passenger transport industry uses red, and the olives of the national flag are avoided commercially; Syrians like blue-blue, followed by green and red: the yellow that symbolizes death is usually not used; the Muslims in Tunisia like green, white and red. When the Ethiopians wore pale yellow clothes, they expressed deep condolences for the deceased. Therefore, the package should not be light yellow.
In the Americas, the Americans generally have no special favors or dislikes for color, but they pay great attention to the research and implementation of specific colors for the packaging of goods so that people can recognize the goods from color; Cuba is greatly influenced by the United States and its color preference is similar to that of the United States; in Mexico, people are widely Use the red, white, and green colors that represent the colors of the country; Brazilians think that purple means sadness, yellow means despair, and purple and yellow colors together cause omissions. They also don't like dark brown color, thinking that people die better than yellow leaves from The trees fall; Paraguay generally likes the bright colors; in Venezuela, red, green, tea, white and black represent the top five political parties in China, and the general merchandise packaging does not use the above five colors. In Asia, Malaysian yellow is the color used by the royal family, and is generally not used for packaging of goods; Japanese people prefer elegant colors, brown, purple and blue are more popular, especially purple, and they are respected by Japanese women as noble and mysterious colors; India Popular reds, yellows, blacks, and golds; Turks generally love vivid colors, crimson and white are more popular; Pakistan is also popular with vivid colors, with the emerald green of the flag as the most beautiful.
The French and the Dutch prefer light blue, while Belgians, Iraqis, and Egyptians regard blue as an ominous sign. Light blue in Southeast Asia also often represents sorrow and death. The Chinese and Malaysians love the red, which is considered to be a symbol of big jewels. But for the Germans, the opposite is true. For Americans, red is red, and therefore it is most concerning to red. As for white, it represents purity in many countries or regions, but Indians and Chinese people regard it as death and indecisiveness. In Italy, the sun shines in the red, while in the United Kingdom, Sweden, and the Netherlands, blue and golden are used to represent the earth, and blue represents the beauty of masculinity; but in the Netherlands, blue indicates that women are gentle and the Belgians use blue. The color is considered ominous. In addition, it is also very disgusting with the dark green. It is considered the color of the Nazi costumes. They like the elegant gray. The Swiss do not like black and think black is too sad. Brazilians think that purple means sadness, yellow means despair, and generally do not use purple or yellow; Iraq bans the country’s flag olive green as a trademark; Venezuela’s top five political parties use red, green, and tea, respectively. White and black are the characteristics of the parties, so generally these five colors are not used, but the yellow of the medical logo is loved; Arab countries avoid using yellow. Americans use red to represent anger, darkness means jealousy, blue means worries, yellow signifies jealousy; Swedes ban blue; Western countries use black as unlucky; Eastern countries use white as unlucky; British people jealous of yellow, China People and Thais regard yellow as solemn, noble, and power. Ethiopians wear yellow clothes when they make funerals. In Latin American countries, people associate purple with death; Japanese people regard traditional colors as red and black. Preference; Green gives a feeling of coolness and tranquility, and is popular in Italy, Singapore, and other countries, but the Japanese think that green is not good fortune; because of the existence of these special taboos in various countries, we are required to design packaging for export goods. Can not be arbitrary, should avoid its bogey. The packaging design on the international market must conform to the local laws and regulations of the market countries, and it must conform to international practice. $Page break $
3.4.3 The requirements of the people of all countries in the world for the design of commodity packaging The commodity packaging mainly conveys information through color. The color design of export goods packaging is particularly important for selling national national customs.
(1) Americas Market
The majority of Americans like bright colors, bright, lively, bright colors, and have a good impression on the red, blue and white colors, because the American flag is composed of these three colors.
The general habits of consumers in color are: - women are represented in pink, for example, the "Couple Smoke" package of the United States Sherman Cigarette Company, which is mainly used to inform relatives and friends when giving birth, and the sky-blue packaged smoke is indicated Give birth to "boy" and send pink packaged tobacco to say "raw girl"
- Most food packaging uses yellow and brown, suggesting fullness and freshness. Black packaging is generally not used. Some foods have a fixed color, such as coffee, tomatoes and soups are used for red packaging, peach is pure yellow, beans are green, eggs are white packaging.
- Products that come into contact with the skin, such as soaps, moisturizers, etc., are generally soft and neutral colors such as pink. ——Packing of cleaning products and detergents, generally blue or white packaging, as a means of cleanliness. - The products sold in high-end large stores are more European style colors, such as elegant or near natural colors, to show their noble worth.
——As a seasonal gift package, we often refer to the month's representative color, such as January Grey, February Navy, March Silver, April Yellow, May Purple, June Pink, July Blue, August Dark Green September golden, October brown, November purple, December red. However, the United States market is vulnerable to the impact of the world's fashion colors, and sometimes there are special color hobbies. For example, the United States once set off black heat, regardless of the luxury of clothing and interior decoration and product packaging in black, and even black food is also greatly affected. Favor, Chinese black cricket became a new favorite.
(2) Central and South America Market
Consumers generally like solid colors, such as red packaging products sell well, but black and purple packaging is considered unlucky. The more colorful the color, the more complex the shape, the more popular the texture is. However, the colors and hobbies of the peoples of Central and South America are not exactly the same, such as:
- Mexicans love red, white, and green, bogey yellow, and hate purple and black.
- Nicaragua hanged with the national flag