Each packing box has its own characteristics. Among all the factors that constitute product packaging, color can touch people's reaction earlier and happily. Most of the information comes from vision, which directly stimulates consumers' purchase desire. Some marketing scholars even believe that color is the factor that determines sales. Therefore, color is one of the key factors affecting the success of packaging design. So, let's understand the importance of the use of packaging box color.

（1）色彩與包裝物的照應(yīng)主要是通過(guò)外在的包裝色彩揭示或映照內(nèi)在的包裝物品，使人一看外包裝就能基本上感知或聯(lián)想到內(nèi)在的包裝為何物。盡管有些包裝從主色調(diào)上看去不象上邊所說(shuō)的那樣用商品屬性相近的顏色，但在它的外包裝畫面中準(zhǔn)有點(diǎn)晴之筆的象征色塊、色點(diǎn)、色線或以該色突出的集中內(nèi)容。

(1) The correspondence between color and packaging is mainly through the external packaging color to reveal or reflect the internal packaging, so that people can basically perceive or associate with what the internal packaging is at the sight of the external packaging. Although some packages do not use colors with similar commodity properties as mentioned above from the perspective of main tone, there must be some symbolic color blocks, color dots, color lines or concentrated contents highlighted by this color in its outer packaging picture.

（2）彩與色彩的對(duì)比關(guān)系是很多商品包裝中容易表現(xiàn)卻又非常不易把握的事情。表現(xiàn)在包裝設(shè)計(jì)中，一般有以下幾方面的對(duì)比：色彩使用的深淺對(duì)比、色彩使用的輕重對(duì)比、色彩使用的點(diǎn)面對(duì)比、色彩使用的繁簡(jiǎn)對(duì)比、色彩使用的雅俗對(duì)比、色彩使用的反差對(duì)比等。上述色彩對(duì)比完全是因?yàn)橐环N圖案需要通過(guò)不同顏色對(duì)比而表現(xiàn)的一種方式而已，但這種色素又是構(gòu)成整個(gè)包裝圖案要素必不可少的物體，有些圖案甚就是不同色素的巧妙組合。因此，在研究包裝設(shè)計(jì)的過(guò)程中，如果不注意把握色彩和色彩自身的對(duì)比關(guān)系，也就無(wú)從談得上設(shè)計(jì)出好的包裝圖案來(lái)。

(2) The contrast between color and color is easy to express but very difficult to grasp in many commodity packaging. In packaging design, there are generally the following aspects of comparison: the depth of color use, the weight of color use, the point and surface of color use, the complexity and simplicity of color use, the elegance and vulgarity of color use, the contrast of color use, etc. The above color contrast is entirely because a pattern needs to be expressed through different color contrast, but this pigment is an essential object constituting the elements of the whole packaging pattern, and some patterns are even ingenious combinations of different pigments. Therefore, in the process of studying packaging design, it is impossible to design a good packaging pattern if we do not pay attention to the comparative relationship between color and color itself.

（3）色彩與其他因素的結(jié)合在包裝設(shè)計(jì)中，色彩的運(yùn)用還要考慮色彩心理和社會(huì)因素，如色彩引起的心理反應(yīng)，色彩的感情和象征性，色彩的宜人性，色彩與欣賞習(xí)慣等問(wèn)題。這些問(wèn)題的處理將直接影響商品的銷售。根據(jù)商品固有的色彩或商品的屬性，采用形象化的色彩是設(shè)計(jì)用色的一種重要手段。利用商品本身的色彩在包裝用色上的再現(xiàn)，是較能給人以物類同源的聯(lián)想，從而對(duì)內(nèi)在物品有一個(gè)基本概念的印象。當(dāng)然，也有反其道而行之的現(xiàn)象，一些設(shè)計(jì)高手大膽運(yùn)用色彩對(duì)比，也能達(dá)到更佳更奇的效果，但要注意的是如果分寸掌握不好，會(huì)適得其反。

(3) Combination of color and other factors in packaging design, the application of color should also consider color psychological and social factors, such as psychological reaction caused by color, emotion and symbolism of color, agreeableness of color, color and appreciation habits. The handling of these problems will directly affect the sales of goods. According to the inherent color of goods or the attributes of goods, the use of visual color is an important means of designing color. Using the color of the commodity itself to reproduce the packaging color can give people the association of homology of objects, so as to have an impression of the basic concept of internal objects. Of course, there is also the phenomenon of doing the opposite. Some design experts can achieve better and more strange results by boldly using color contrast, but it should be noted that if they don't grasp it properly, it will be counterproductive.

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