Strictly speaking, the language has a broad and narrow sense. The narrow sense language only refers to the ideographic system composed of speech, vocabulary, and grammar. The language of broad sense is much broader. All the factors that we use to express consciousness and exchange ideas can be called language, which includes both narrow language and situation language and real language. The packaging color, which is one of the corporate activities, of course belongs to one language. This color packaging system is not just for aesthetics, but more importantly, it also plays an extended role in corporate behavior and entrepreneurial spirit. Many modern enterprises often use a new strategic decision in their operations and management, namely the CI strategy. It is a unified design of the corporate image. This strategy is to penetrate the corporate image to various fields, expand the line, and communicate the entire strategy and measures. , consciously creating a unique corporate image, so that consumers are left a deep impression. Although this is a huge system project, and there are other various factors in this system engineering, the packaging color language plays a role that cannot be ignored. This is mainly because CI planning attaches the most attention. It is a kind of visual impact. In the visual transmission, the speed is the fastest, and the scope of influence is wider. The impression left by people is more holistic. In this way, many companies have fixed the colors that companies have used in order to display themselves more in the commodity group, the Ninth Group, the enterprise group, and the media, making it a sign of corporate identity. This visual basic reaction is reflected in the packaging, which is the use of a large area to represent the corporate color as the keynote of packaging, including the unity of trademarks, designs, and text colors, in order to achieve the purpose of introducing companies and commodities. It is also the basic reason why we are packaging color as a language here.
However, simply using color as a recognition system in product packaging is obviously not enough. Because behind the color, we can more understand the company itself and the attributes of the products it produces. One of the reasons is that packaging colors have a certain cultural connotation. The packaging color is an external visual experience. This feeling should be different for people with different cultural backgrounds. We can think that a certain color will be affected by regional or even nationality. Due to differences in the environment, culture, and education, people in the region will have different color preferences. We can prove this by giving a few examples. In the traditional Chinese habits, they prefer red and yellow. The red is warm and exciting. It is often reminiscent of fire, transformation, vitality, passion, and joy. This is alive in our traditional thinking habits. As a symbol of good fortune and celebration, the use of red is the most widely used in the packaging of domestically produced goods, and the packaging colors of indispensable sugar and wine products in festive days are even more so. Yellow makes it easy for the Chinese to think of gold, money, status, honor, and authority. This color is used in large quantities by so many manufacturers in the packaging of so-called high-end products. In recent years, some domestic tobacco companies have introduced a series of gourmet cigarettes. There are very few basic colors that do not use yellow as a packaging, as if they allow smokers to enjoy a dignity, glory and status in the golden packaging. At least one thing to note is that the packaging color is very much related to the corporate culture. In fact, it is not just the people of the country. The packaging of goods in the entire world has such characteristics. For example, American brand packaging is generally more colorful, often bright, lively and gorgeous colors. The colors used in European countries' branded product packaging tend to be soft and light, and they seek to approach nature. Brand packaging in parts of Asia tends to be cool. For this, we can compare the packaging colors of Fujifilm and Kodak. Both of these films can be said to be a large article in the packaging of small commodities. They all use a single color tone. When a small box accumulates on the shelf, they form a green or yellow sheet, a large area of ​​vision. The shock has attracted many people's attention. However, the effect of these two shades has a significant difference. Green is a kind of cool color, which allows you to feel calm and enjoy the harmony between man and nature. This is more in line with the inward cultural implication of Asians. Yellow tends to be hot, easily reminiscent of the sun, heat, there is a stirring effect, which is probably more in line with the characteristics of Americans' behavior outward. This shows that merely recognizing the physical properties of the color surface is far from enough, and packaging colors are to a large extent affected by the human environment behind the company and the history and culture. Only when the two are highly integrated, can they have a greater affinity. .
The above analysis is based on the relationship between the packaging color and the corporate culture background. From another perspective, the packaging color reveals some information about the company's internal culture and spirit. A successful company is often very successful in the construction of corporate culture. The essence of this culture will infiltrate all aspects of business management, management, marketing, and services. The packaging color of the product will, to a certain extent, show some connection with these factors, because color is a particularly important factor in the corporate CI image planning, and this corporate image design often infuses corporate culture. Content, therefore, packaging colors not only play a certain degree of visual impact on the external image, but also reflects the spirit of enterprise. Corporate marketing strategies can clearly reflect the connotation of corporate culture. Similarly, this directional strategy also has some subtleties with the packaging color. Here we can also talk about the packaging color of some companies' products to talk about this issue. There are two well-known electrical companies in China - Sichuan Changhong and Jing Haier's packaging colors have a certain degree of convincing. As we all know, their packaging colors are red and blue, red has a strong sense of penetration and attack power, this color characteristics are more often reflected in the marketing policy of Changhong, Changhong company has chosen several times in the early years The marketing price strategy took the lead in reducing product prices, occupied the market in an extremely rapid manner, and achieved greater market effects. At the same time, it also quickly expanded the market share of domestic TV sets, and the economic benefits were also increased synchronously. This way is like a raging fire that burns everywhere with a loud thunder, embodies the warmth, passion, and change of the red. This method has certain significance in the immature early market. Blue is a symbol of broadness and calmness. It is easily reminiscent of the vastness and vastness of the sky, tolerance of the sea, profoundness, and mystery. This color meaning seems to coincide with Haier’s marketing plan. Haier’s products are improved. In addition to the technical content, the main choice of service marketing strategy, and rarely fight the price war, the company used this step-by-step business strategy, also won the market, this approach is like the sea surging secret flow, surface wind The calm, in fact, the interior is surging, containing the power of stormy waves. Therefore, after Haier conquered the northern market, it also gained a large market share. This kind of “blue†marketing may not be able to catch up with “red†marketing, but it is more solid in market stability because of the economy. After a certain degree of development, people will advocate rational consumption. The different marketing strategies of Changhong and Haier should be said to a large extent reflect the cultural construction and mental status of the two companies.
From the perspective of product market positioning, we can also see the relationship between packaging color and corporate culture. A product produced by a company should have a clear consumer group, and these consumers are not necessarily very clear. They will also be affected by age, gender, environment, and traditional culture. In this way, their needs will be met. Increasingly complicated, companies are sometimes required to develop a specific marketing mix to influence potential consumers to generate product awareness. In order to meet the needs of various consumer groups, Coca-Cola Company has developed several different types of beverages. The materials and taste of these beverages are all different. If they are all packaged in similar colors or patterns, the potential consumption power will increase. Unable to mobilize, Coca-Cola chose a different strategy for packaging colors. "Coca-Cola" is packaged in white on a red background, coupled with an elegant graphic design that gives a sense of movement and impact. "Sprite" uses green as a base color and uses a white spray to impart a tranquil, cool feeling. Carefree feeling. The market positioning of these two products is different. Just like their advertising, “Coca-Cola†emphasizes a personality of publicity, giving people a strong sense of dynamic, so it is positioned as a sports drink; “Sprite†It is a green shade under the sun, fresh and cool, giving people a sense of return to nature, so it is positioned as a cool drink. Others such as "Fanta" use orange and white as the background of packaging to show the packaging of fruit juice beverages; "Snow" uses blue and white words to highlight the characteristics of mineral beverages, giving people a sense of purity and cleanliness. . This packaging technique is widely used in PepsiCo, and its traditional products are Pepsi, Seven-Up and Midyear. This method is not mature enough for domestic beverage companies. The effect of this color effect is quite large, because consumers are affected by personal preferences, age, gender, educational level, and cultural background. If the company can do a full range of surveys on all aspects of consumers, it must win The market will not become very difficult. Because of the influence of such packaging positioning, we have also made it easier to choose products. Children's products are often very bright and beautiful, youth products are full of vitality, women's products are mostly light colors, men's packaging colors are mostly dark. This should be said to be the influence of market positioning on color.
In recent years, great changes have taken place in the packaging color design. Among them, there are two tendencies that are quite obvious. One is that neutral colors are popular, this color is less personalized, and it is less affected by fashion. This also saves companies a significant amount of money. However, the limitation of spring is also very obvious, that is, the visual impact of this color is not strong, and the printing left for the audience is quite limited. Another tendency is to boldly use the contrast of colors. For example, black has always been cautious in the use of packaging colors because black is often associated with terror and death in people's hearts, especially in black and white. I remember that a friend had told me that the decoration of a clothing store was using a black and white contrasting color. It was a bit like a “spiritual church†and looked very uncomfortable. Sure enough, it wasn’t long before the shop closed. Of course, the reason for closing the door and the color of the decoration are in the end. The author did not study it, but the color of the friend is very representative. However, the proper use of this color can also produce extreme effects. The ice cream package of the Dartlach Corporation of the United States uses black as the background to set off the glittering white ice cream and pour it down. The visual effect is excellent. The contrasting personality of packaging colors is very assertive and risky, but when used properly, it will leave a very deep impression on the audience.
However, simply using color as a recognition system in product packaging is obviously not enough. Because behind the color, we can more understand the company itself and the attributes of the products it produces. One of the reasons is that packaging colors have a certain cultural connotation. The packaging color is an external visual experience. This feeling should be different for people with different cultural backgrounds. We can think that a certain color will be affected by regional or even nationality. Due to differences in the environment, culture, and education, people in the region will have different color preferences. We can prove this by giving a few examples. In the traditional Chinese habits, they prefer red and yellow. The red is warm and exciting. It is often reminiscent of fire, transformation, vitality, passion, and joy. This is alive in our traditional thinking habits. As a symbol of good fortune and celebration, the use of red is the most widely used in the packaging of domestically produced goods, and the packaging colors of indispensable sugar and wine products in festive days are even more so. Yellow makes it easy for the Chinese to think of gold, money, status, honor, and authority. This color is used in large quantities by so many manufacturers in the packaging of so-called high-end products. In recent years, some domestic tobacco companies have introduced a series of gourmet cigarettes. There are very few basic colors that do not use yellow as a packaging, as if they allow smokers to enjoy a dignity, glory and status in the golden packaging. At least one thing to note is that the packaging color is very much related to the corporate culture. In fact, it is not just the people of the country. The packaging of goods in the entire world has such characteristics. For example, American brand packaging is generally more colorful, often bright, lively and gorgeous colors. The colors used in European countries' branded product packaging tend to be soft and light, and they seek to approach nature. Brand packaging in parts of Asia tends to be cool. For this, we can compare the packaging colors of Fujifilm and Kodak. Both of these films can be said to be a large article in the packaging of small commodities. They all use a single color tone. When a small box accumulates on the shelf, they form a green or yellow sheet, a large area of ​​vision. The shock has attracted many people's attention. However, the effect of these two shades has a significant difference. Green is a kind of cool color, which allows you to feel calm and enjoy the harmony between man and nature. This is more in line with the inward cultural implication of Asians. Yellow tends to be hot, easily reminiscent of the sun, heat, there is a stirring effect, which is probably more in line with the characteristics of Americans' behavior outward. This shows that merely recognizing the physical properties of the color surface is far from enough, and packaging colors are to a large extent affected by the human environment behind the company and the history and culture. Only when the two are highly integrated, can they have a greater affinity. .
The above analysis is based on the relationship between the packaging color and the corporate culture background. From another perspective, the packaging color reveals some information about the company's internal culture and spirit. A successful company is often very successful in the construction of corporate culture. The essence of this culture will infiltrate all aspects of business management, management, marketing, and services. The packaging color of the product will, to a certain extent, show some connection with these factors, because color is a particularly important factor in the corporate CI image planning, and this corporate image design often infuses corporate culture. Content, therefore, packaging colors not only play a certain degree of visual impact on the external image, but also reflects the spirit of enterprise. Corporate marketing strategies can clearly reflect the connotation of corporate culture. Similarly, this directional strategy also has some subtleties with the packaging color. Here we can also talk about the packaging color of some companies' products to talk about this issue. There are two well-known electrical companies in China - Sichuan Changhong and Jing Haier's packaging colors have a certain degree of convincing. As we all know, their packaging colors are red and blue, red has a strong sense of penetration and attack power, this color characteristics are more often reflected in the marketing policy of Changhong, Changhong company has chosen several times in the early years The marketing price strategy took the lead in reducing product prices, occupied the market in an extremely rapid manner, and achieved greater market effects. At the same time, it also quickly expanded the market share of domestic TV sets, and the economic benefits were also increased synchronously. This way is like a raging fire that burns everywhere with a loud thunder, embodies the warmth, passion, and change of the red. This method has certain significance in the immature early market. Blue is a symbol of broadness and calmness. It is easily reminiscent of the vastness and vastness of the sky, tolerance of the sea, profoundness, and mystery. This color meaning seems to coincide with Haier’s marketing plan. Haier’s products are improved. In addition to the technical content, the main choice of service marketing strategy, and rarely fight the price war, the company used this step-by-step business strategy, also won the market, this approach is like the sea surging secret flow, surface wind The calm, in fact, the interior is surging, containing the power of stormy waves. Therefore, after Haier conquered the northern market, it also gained a large market share. This kind of “blue†marketing may not be able to catch up with “red†marketing, but it is more solid in market stability because of the economy. After a certain degree of development, people will advocate rational consumption. The different marketing strategies of Changhong and Haier should be said to a large extent reflect the cultural construction and mental status of the two companies.
From the perspective of product market positioning, we can also see the relationship between packaging color and corporate culture. A product produced by a company should have a clear consumer group, and these consumers are not necessarily very clear. They will also be affected by age, gender, environment, and traditional culture. In this way, their needs will be met. Increasingly complicated, companies are sometimes required to develop a specific marketing mix to influence potential consumers to generate product awareness. In order to meet the needs of various consumer groups, Coca-Cola Company has developed several different types of beverages. The materials and taste of these beverages are all different. If they are all packaged in similar colors or patterns, the potential consumption power will increase. Unable to mobilize, Coca-Cola chose a different strategy for packaging colors. "Coca-Cola" is packaged in white on a red background, coupled with an elegant graphic design that gives a sense of movement and impact. "Sprite" uses green as a base color and uses a white spray to impart a tranquil, cool feeling. Carefree feeling. The market positioning of these two products is different. Just like their advertising, “Coca-Cola†emphasizes a personality of publicity, giving people a strong sense of dynamic, so it is positioned as a sports drink; “Sprite†It is a green shade under the sun, fresh and cool, giving people a sense of return to nature, so it is positioned as a cool drink. Others such as "Fanta" use orange and white as the background of packaging to show the packaging of fruit juice beverages; "Snow" uses blue and white words to highlight the characteristics of mineral beverages, giving people a sense of purity and cleanliness. . This packaging technique is widely used in PepsiCo, and its traditional products are Pepsi, Seven-Up and Midyear. This method is not mature enough for domestic beverage companies. The effect of this color effect is quite large, because consumers are affected by personal preferences, age, gender, educational level, and cultural background. If the company can do a full range of surveys on all aspects of consumers, it must win The market will not become very difficult. Because of the influence of such packaging positioning, we have also made it easier to choose products. Children's products are often very bright and beautiful, youth products are full of vitality, women's products are mostly light colors, men's packaging colors are mostly dark. This should be said to be the influence of market positioning on color.
In recent years, great changes have taken place in the packaging color design. Among them, there are two tendencies that are quite obvious. One is that neutral colors are popular, this color is less personalized, and it is less affected by fashion. This also saves companies a significant amount of money. However, the limitation of spring is also very obvious, that is, the visual impact of this color is not strong, and the printing left for the audience is quite limited. Another tendency is to boldly use the contrast of colors. For example, black has always been cautious in the use of packaging colors because black is often associated with terror and death in people's hearts, especially in black and white. I remember that a friend had told me that the decoration of a clothing store was using a black and white contrasting color. It was a bit like a “spiritual church†and looked very uncomfortable. Sure enough, it wasn’t long before the shop closed. Of course, the reason for closing the door and the color of the decoration are in the end. The author did not study it, but the color of the friend is very representative. However, the proper use of this color can also produce extreme effects. The ice cream package of the Dartlach Corporation of the United States uses black as the background to set off the glittering white ice cream and pour it down. The visual effect is excellent. The contrasting personality of packaging colors is very assertive and risky, but when used properly, it will leave a very deep impression on the audience.