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 color monopolized by the Chinese historical emperor has lost the symbolic significance 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 all have a certain effect on the color psychology of people. . 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 expressed in clothing, food, housing and living. Tibetan women in China prefer to wear a white felt-shaped hat or a white beaded belt and wear a white pleated skirt. When a 15-year-old girl walks in an adult ceremony, her face is washed with creamy white milk, 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. The shamans, priests, doctors, and others all wear professional white clothes, such as shamans wearing white clothes and covering 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. Yi people's villages use 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 temperament have their own preference for color. According to Paplow’s psychology, people’s temperament can be divided into four types. Bile people are energetic, easy to be emotionally impulsive, straightforward, irritable, severely change of mood, and more bloody. People are flexible in activity, sensitive and rapid in response, easy to change their interests, like to interact with people, mucilagins are quiet, stable, slow to respond, unmotivated, unresponsive, intentional and emotionally stable, melancholy people are solitary, weak and tiring, words and deeds are slow, Experience profound and good at realizing small things that others cannot easily detect. 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 like 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 weak, and they don't like many colors. When they hear other people say that this color is beautiful, that color is not beautiful, but 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 representing the country for commercial purposes; the Belgians avoid blue and wear blue clothes in the face of unlucky events. Even if you see something blue in your dream, you think that it will be bad the next day; the Dutch love orange and blue, orange is their festive color; Irish people love 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 researching and promoting the specific colors of commodity packaging 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 cause omissions. They also don't like dark brown color, thinking that people die like 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 injustice. 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 take 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 national flag of olive green as a trademark; Venezuela’s top five political parties are red, green, tea, respectively. White and black are the characteristics of the parties. Therefore, these five colors are generally not used, but the yellow of the medical logo is loved. Arab countries do not use 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, while Ethiopians wear yellow clothes for funerals; in Latin American countries, people associate purple with death; Japanese people see red and black as traditional colors. Preference; Green gives a feeling of coolness and tranquility, and is popular in Italy, Singapore, and other countries, but the Japanese believe that green is not good fortune; because of the existence of these special taboos in various countries, we require that we 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 and bright colors, and have a good impression of 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 "smokers" 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 a "boy" and send a pink package of cigarettes to say "a 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 popular in European styles, 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 gray, February blue, March silver, April yellow, May pale 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 clothing and interior decoration and product packaging are black luxury, even the 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
Export Commodity Packaging and World Folklore Culture (V)
March 20 05:08:18, 2024
Get excited about using your bathroom; find inspiration for the perfect bathroom. Our bathroom furniture and décor not only give you the perfect look, but gives you the opportunity to declutter with our space-saving cabinets and bathroom furniture. Bathroom Furniture,Bathroom Wall Cabinets,Bathroom Mirror Cabinets,Bathroom Tall Cabinets HOPE IKEA , https://www.hopelkea.com
See our sleek and modern looks, rustic vibes, or go for a timeless look in your new bathroom.
Not only will your products last, you'll find innovative technology in every part of the bathroom.