Packaging Color Design Method for Consumers' Cultural and Emotional Needs

YING Hui; FANG Mingliang; YAN Li; WANG Luo

doi:10.19554/j.cnki.1001-3563.2025.14.024

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Packaging Engineering ›› 2025, Vol. 46 ›› Issue (14) : 233-242. DOI: 10.19554/j.cnki.1001-3563.2025.14.024

Visual Communication Design

Packaging Color Design Method for Consumers' Cultural and Emotional Needs

YING Hui¹, FANG Mingliang¹, YAN Li¹, WANG Luo²

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Abstract

In order to solve the problems that the current brand packaging color does not satisfy consumers' perceptual needs and cultural experience, the work aims to dig out consumers' cultural experience and perceptual need cognition for brand packaging colors from the perspective of consumers and transform them into specific packaging color direction, to elevate the cultural significance and market worth of the brand. Based on the three-level theory of consumer empathy, the expert review method and questionnaire survey methods were mainly used to mine consumers' cultural experience and perceptual need cognition for brand packaging colors. Combined with the semantic differential method, the consumers' color semantic perceptual preference was tested and quantified and the perceptual preference was integrated into the final color design of the packaging. The viability of the packaging color design method rooted in consumer empathy and semantic differential method was confirmed through the Yellow Crane Tower cigarette packaging color design case. Through the combined qualitative and quantitative research method of packaging color design based on consumer empathy and semantic differential method, the specific and objective consumers' packaging color perceptual preferences are obtained, which can be integrated into packaging color design, so that the brand packaging color design scheme can better cater to the consumers' cultural sense and emotional needs.

Key words

consumer empathy / semantic differential method / color semantics / packaging color design

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YING Hui, FANG Mingliang, YAN Li, WANG Luo. Packaging Color Design Method for Consumers' Cultural and Emotional Needs[J]. Packaging Engineering. 2025, 46(14): 233-242 https://doi.org/10.19554/j.cnki.1001-3563.2025.14.024

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