The important function of packaging is to protect CTP, beautify products and transmit information. It is worth noting that for modern consumers, the latter two functions are more and more important, and designers pay more and more attention to packaging and decoration design. It is understood that in the process of packaging design, color, text, graphics and appearance are the four factors to be considered. In particular, the impact of color on consumers is often prior to the other three factors. Relevant data show that when human visual organs observe objects, color perception accounts for 80% in the first 20 seconds and modeling only accounts for 20%; after 2 minutes, color accounts for 60% and modeling 40%; after 5 minutes, both accounts for half. Therefore, in the decoration design of commodity packaging, we should pay special attention to the design and application of color, so as to improve the market share and competitiveness of commodities.

顏色在銷(xiāo)售包裝中的應(yīng)用是可變的，但也有一些規(guī)則要遵循。包裝的顏色一般應(yīng)符合下列要求。

The application of color in sales packaging is variable, but there are also some rules to follow. The color of the package should generally meet the following requirements.

有各種各樣的商品，可以按需印刷。有些商品可以供任何人使用，而有些商品是特定人群或特定行業(yè)使用的。因此，商品具有不同的性質(zhì)和特點(diǎn)，其包裝也應(yīng)根據(jù)商品的不同性質(zhì)和特點(diǎn)使用不同的顏色。

There are all kinds of products that can be printed on demand. Some goods can be used by anyone, while others are used by specific people or industries. Therefore, commodities have different properties and characteristics, and their packaging should also use different colors according to the different properties and characteristics of commodities.

食品包裝一般用鮮艷、鮮艷、協(xié)調(diào)的顏色來(lái)表示食品的新鮮可口。其中，糖果、餅干包裝通常是暖色，多用紅色、黃色（牛奶）、金色。如果使用和諧的色彩，應(yīng)清晰，視覺(jué)效果強(qiáng)，鮮艷輕松，突出食物的色、香、味，喚起人們的食欲。酒瓶的設(shè)計(jì)不僅要美觀大方，而且要表現(xiàn)出酒味醇厚、香氣濃郁的特點(diǎn)。

Food packaging generally uses bright, bright and coordinated colors to express the freshness and taste of food. Among them, candy, biscuit packaging is usually warm color, mostly red, yellow (milk), gold. If the use of harmonious color, should be clear, strong visual effect, bright and relaxed, highlight the color, aroma, taste of food, arouse people's appetite. The design of wine bottle should not only be beautiful and generous, but also show the characteristics of mellow and rich aroma.

然而，不同種類(lèi)的酒給人不同的視覺(jué)體驗(yàn)。滋補(bǔ)、滋補(bǔ)、清涼給人以啤酒包裝的清涼色彩，給人一種清涼的感覺(jué)。藥品包裝中經(jīng)常使用藍(lán)色、綠色、灰色等冷色，使人感到平和寧?kù)o。例如，使用“白加黑”的藥品包裝（見(jiàn)圖2）。

However, different kinds of wine give people different visual experience. Nourishing, nourishing and cooling give people cool color of beer packaging, give people a cool feeling. Cool colors such as blue, green and gray are often used in drug packaging to make people feel peaceful and quiet. For example, the use of "white and black" drug packaging (see Figure 2).

化妝品多為女性所用，其包裝應(yīng)更簡(jiǎn)潔典雅，色彩淺淡，給人一種細(xì)膩、細(xì)膩、光滑、柔嫩的感覺(jué)。日用五金制品（刀、剪等）的包裝應(yīng)采用濃淡、簡(jiǎn)單的顏色，以反映產(chǎn)品內(nèi)部結(jié)構(gòu)的牢固性和耐久性。玩具和文具包裝與活潑色彩對(duì)比較多，為了適應(yīng)兒童對(duì)彩色包裝機(jī)械的強(qiáng)烈訴求，適合其天真的心理特點(diǎn)。電子產(chǎn)品為了體現(xiàn)其高科技性，其包裝往往是藍(lán)色的。

Cosmetics are mostly used by women, the packaging should be more concise and elegant, light color, give people a delicate, delicate, smooth, tender feeling. Daily hardware products (knives, scissors, etc.) should be packaged in simple colors to reflect the firmness and durability of the internal structure of the product. Toys and stationery packaging and lively color are more, in order to adapt to children's strong demand for color packaging machinery, suitable for their naive psychological characteristics. Electronic products in order to reflect its high-tech, its packaging is often blue.