Color is always a distance, the first impression of the packaging and sales packaging compared to other types of designs, both do not have the amount of body shape or block on the edge, put the shelves less visual impact, and enhance products to attract force a large extent be dependent on color factors. Therefore, the color of visual communication as a package of five elements, it becomes essential. Variability and diversity of color determines the color of the complexity of understanding of people of color often seem abstract and vague, but a basic consensus that: many people believe that the role of color with emotions implied, is acting on the psychological color , generated by people's association. Guer, packaging design on the color of choice, often people of color around the existence of some fixed Lenovo way, such as seeing red, orange, yellow, reminiscent of ripe fruit, with fragrant, sweet feeling; see the blue, green, purple associate hills, green water, blue sea, blue sky, producing the feeling of quiet distant; that attempts to encourage people naturally understand the emotional content of the means of packaging, that is, people generally use color form of "psychological hint role" to influence the content of consumer goods to identify and judge. All along, the usual logic of this mindset has become the most enthusiastic about the way that designers, about the color packaging, food is appropriate to warm to induce appetite, and detergents should be used clean and refreshing cool, cosmetics tend to sophisticated degree of soft and delicate colors, lively and beautiful children's products for high-purity color. In fact, past the herd that the fixed design decision, and then bright eye-catching colors may not allow the sale of goods in the colorful environment becomes eye-catching, on the contrary, will only make all goods lost in the loss of identity in the most valuable uniqueness

    With consumers continuing to improve the aesthetic taste, as well as in newspapers, television, online media osmosis, and consumer understanding of color are more rational than in the past, personality, and eager to seek new packaging similar color stimulation. Great wealth of material life, the public attitude and interest is no longer just focus on the needs of the actual content of interest has expanded from the appearance of packaging to the quality of the product innovation, cultural connotation, personalized message of hope, the future is difficult to imagine Deng made a deeper level table needs. Designer packaging design to maintain the development trend in the leading position, we must Yi Shidao not just passive consumers to meet, but more Zaiyu initiative to create, not just color strategy implementation and the trend is to follow from, and to that innovation and guide. Color reverse thinking strategy is proposed to overcome the logic of conventional color rigid, single herd of limitations has obvious demand characteristics of the opposite sex, not necessarily to go against the logic for the purpose of color do not oppose and abandon the established order of logical thinking, and is compatible with logic and non-logical thinking, the use of the subconscious brain activity and variation awareness activities, and seeking specific routine, from the set potential breakthrough in the search, the application of bold and forward-looking colors, it not strange novel, unique and not alternative, this color space to expand packaging, packaging colors enrich the content, rich packaging color language, to promote products unique in the competition, stand out, which is color Negative Thinking Tactics

    Even if the color reverse thinking can provide a new packaging design for the color space Yindao people are more comprehensive and profound Renshi unlimited color in the world, demonstrates the self-Ge Xing Chu goods, but this Siweijiegou still have to respect the principles of color Zunxunyouguan, Chin Miao-like departure from the conventional logic can not even creative application of color, but does not consider whether the appreciation of the people embraced, can not be compared with reality, inevitably counterproductive, misleading or difficult to understand. Therefore, packaging design Color Negative Thinking Tactics unfolding still need careful market research, compare, analyze, from a purely physiological, 心理学, color science, Ying Xiao Xue 等 angle and every aspect of life trying to find the right color and Contemporary Society the development, allowing designers to create truly color and managers to create a variety of packaging color image and color language, achieved the unity of form and content

First, from a psychological point of view of

    Psychological research shows that people's understanding of color while there is general consensus, even if we can Caozong color combinations Jianghuabaozhuang 传达 information features, but one consciousness in the "variable" determines the color of good and evil people and the demand is always changing This is based on the person's biological age, life experience, knowledge structure and the role of foreign cultural influence, etc., there may be someone in the 2-year-old favorite color and 20-year-old will be worlds apart when the love of color, as people the psychological state of total self-correction in the unconscious, making color design package should be diverse and changeable. Color Negative Thinking Tactics application is the use of color on the psychological impact caused by the complex, from another angle to stimulate a deeper level of public feeling on the color, resulting in an unprecedented psychological association and emotional experience, to redefine the public's response to the colors, so that packaging color and permanent expression of the familiar color of different information, but also persuasive is not the same color of intuition, it is not obvious association for the direct response, but from the individual's unique understanding and profound experience, because people psychological associations of color are not necessarily only "direct" This way it can be indirect, metaphorical or heuristic, while the color of Negative Thinking Tactics here prefer the latter, extending it to guide consumers or launching ceremony psychological association, from a psychological level, emphasized the design and interpretation of information. Such a guide to consumer psychology of color strategy is to meet the modern subconscious strong adventure, requesting different psychological, tap the potential of people seeking psychological state. Read the packaging color and the delicate relationship between psychology, color reverse thinking in the design of the implementation of the strategy can achieve handy, achieving a multiplier effect

Second, from the perspective of color science

    "From a distance, close it to see color", can be seen, the visual effects, the color of the shape before, when people respond to color, the graphics and text to enter the brain, it constitutes a product of the first color image. The color language, the same color with a variety of images, multiple personalities, a world without color beautiful or ugly on the findings, only the design of high and low levels of lead effect of color with the pros and cons. Colors in the pivotal role of packaging design, packaging design so that it can be a booster, designed to make distributed streamer splendor; can be a stumbling block for packaging design, to design fell short of success. Therefore, the color reverse thinking in the design of the application, not at one go, people need help understanding of the laws and rely on color, but refused to behave on the color of law or the use of rote, which originated from the designer's full of color understanding, deep perception and insights, to go through a process of Accumulate and flexible application of color. Studies based on the perspective of color, the color depends on the strength of reverse thinking strategies to seize the package in which the characteristics of comparable sales environment, the color should be designed to harmonize as much as possible, compared to other commodities to be eye-catching, here referred to "striking", not simply color brightness or purity of the eye-catching or jumping, but to easily attract and identify the characteristics of differentiation and other products to contrast colors, making it the "I" of the foil, a clear reflection of "I" exists, will consume attracted attention

Third, from a physiological point of view of

    "Into the room of orchids, for a long time without their fragrance," referring to the smell of a highly adaptive, human vision and the sense of smell, also are easy adaptability. When people outside the eye by the same or similar color signal after repeated stimulation, visual fatigue will be changed to adapt to, and then from fatigue to tired of development, then becomes numb, then the color and then the U.S. can not bring people's interest, leading to consumption who wander in the packaging of goods prior to color similar difficult choices. Understand the physical phenomenon, the color reverse of thinking should be to "opposite", unexpected color conversion package, that "people have me have, people have I changed" in the new color to stimulate consumers and satisfied, affect their emotions and behavior, trigger consumer interest in purchasing motivation for the purchase behavior change

4, from the perspective of marketing

    Increasingly competitive in commodities today, the market factors that determine sales of goods does not seem to depend entirely on the quality of people find Zheme an interesting phenomenon: the packaging of high quality goods but not as good as the image of poor image quality was good articles. The reason is the consumer in the buying process has been the personification of the goods, see "Packaging image" has become an important factor in containing market, but no matter what kind of image, color is always in the first place an important factor. Into shopping malls, supermarkets, it is clear there with the goods of different brands look how common types of packaging, the image of the face of assimilation conditions packaged goods marketing to open up the situation, in addition to the product itself should have the quality of the hardware guarantees, packaging as a sales environment meet with consumers "silent salesman" is a marketing tool for the final. Therefore, the color of reverse thinking strategy is based on color image, color language to strengthen the marketing power, breakthrough products tend toward homogenization, to expand the brand, the difference between goods, personalization features, so to enhance consumer evaluation of products, adding to the competitiveness of goods. From the marketing point of view of color, it is more concerned about the color is totally embodied the personality of goods? It has come to the fore, the discriminating memorable? Communication is clear and accurate a broader set of goods to the message? If both goods selling all kinds of incentives, etc., it is worth thinking about the designer. Although the market is changing, the concept is changing, but the constant is the goal, that is, to goods in a rapidly changing business war invincible, no doubt thinking strategies can indeed reverse color that contributes

    Color Negative Thinking Tactics of the proposed concept is to get rid of the shackles of traditional colors, angles, all-round development of the times to find and match the color of the new elements designed to expand packaging color space, color and create a new vision, new style. It is no longer blindly what product is appropriate to emphasize the color, or to what what kind of color consumers like the law to impose, whether bright Haishi bleak, Danyi or complex, or indeed whether it is the role of physiological and psychological impact, is the flow in theory or from experience, as long as persuasive to create personalized image of the goods, to promote sales and enhance the quality of packaging design, packaging design is not contrary to general principles, can not stick to a bold attempt. It is not only the traditional concept of color design challenges, and this is a modern color design for, although it is still nascent, but its production indicates that the packaging color design will out, "thousands of people side" of the haze, Zhao unique personalized direction