1、包装的色彩：

1. The color of packaging:

80％以上的信息来自视觉，如果设计人员对包装色彩的把握与运用能够直接反映内在物品的某种特性，这种商品就很可能成为购买者的商品。

More than 80% of the information comes from vision. If the designer's grasp and application of packaging color can directly reflect some characteristics of the inherent goods, this kind of goods will probably become the preferred commodity for buyers.

根据商品固有的色彩或商品的属性，采用形象化的色彩是设计用色的一种重要手段。如蛋糕点心等食品包装多用黄色，茶、咖啡、威士忌、啤酒等饮料多用茶色，化妆品中的柠檬香波包装设计成柠檬黄。这些利用商品本身的色彩在包装用色上的再现，是能给人以物类同源的联想，从而对内在物品有了一个基本概念的印象。

According to the inherent color of commodities or the attributes of commodities, the use of visual color is an important means of color design. Food packaging such as cakes and snacks is mostly yellow, tea, coffee, whiskey, beer and other beverages are mostly brown, and Lemon Shampoo packaging in cosmetics is designed to be lemon yellow. These reproduce the color of packaging by using the color of commodity itself, which can give people the most homologous associations of things, thus giving the impression of a basic concept of the inner goods.

当然，也有反其道而行之的现象，一些设计高手大胆运用色彩对比，达到更佳更奇的效果，但是如果分寸掌握不好，就会适得其反。

Of course, there is also the opposite phenomenon, some design experts boldly use color contrast to achieve better and more surprising results, but if the scale is not mastered well, it will be counterproductive.

2、包装的图案：

2. Packaging pattern:

图案的组合要从三个方面考虑：一是组织的方式；二是表达的主题；三是展示的风格。在组织方式上，使用较多的有几何性构图、抽象化构图，以及具象化或实物化构图。目前，使用几何性或抽象化构图者，多为化妆品或日常生活用品。而具象化或实物化的结构，则在食品包装中为流行。有些干脆把包装开一个窗口，或采用透明塑料袋，直接让人看到内在的物品。在表达主题上，虽然表现的方式不同，但目的都非常明了。在组合形式上，有的以突出文字为主，有的突出实物为主，也有的二者兼顾的。不管采取哪种形式，都必须要与内在物品相联系，才能显示主题的鲜明性。在主题表达上，还应注意削繁就简，不管是文字还是图案，力求做到图案单一、主题突出、简捷明快。

The combination of patterns should be considered from three aspects: first, the way of organization; second, the theme of expression; third, the style of display. In terms of organization, geometric composition, Abstract composition, and figurative or physical composition are commonly used. At present, most of the people who use geometric or abstract composition are cosmetics or daily necessities. The concrete or physical structure is the most popular in food packaging. Some simply open a window to the packaging, or use transparent plastic bags to show people the inner goods directly. On the subject of expression, although the way of expression is different, the purpose is very clear. In the form of combination, some give prominence to characters, some give prominence to objects, and some give consideration to both. No matter what form it takes, it must be connected with the internal objects in order to show the distinctness of the theme. In terms of theme expression, we should also pay attention to simplifying and simplifying, whether it is text or pattern, and strive to achieve a single pattern, prominent theme, concise and clear.

3、包装的内涵：

3. The connotation of packaging:

主要表现在包装的感染力、画面的趣味性、以及产品形象与企业文化的有机组合三个方面。另外，包装的精美化也是好的包装不可或缺的重要因素，主要包括：一是色彩的精美，二是图案设计的精美，三是包装制作的精美，三者缺一不可。

Mainly manifested in the packaging appeal, the interesting picture, and the organic combination of product image and corporate culture. In addition, the beautification of packaging is also an indispensable important factor for good packaging, mainly including: first, the beauty of color, second, the exquisite design, third, the exquisite packaging production, three indispensable.