A color study on the packaging design of Korean brand cosmetics -Focusing on affordable brands for female consumers-

Abstract

Cosmetics are essential items in the daily life of modern women. With the improvement of living standards, people have higher and higher requirements for cosmetics. Color is the most sensitive part of people's visual experience. Color design plays an important role in many fields. For successful product packaging, the perfect combination of physical and psychological functions perfectly reflects the characteristics of the product and can attract consumers' attention. In the face of fierce competition, only outer packaging with clear visual characteristics can attract consumers. This research mainly studies the color design of cosmetic packaging design from the perspective of female consumers, and analyzes and summarizes the color design of Korean cheap cosmetics packaging. Use the KSCA program to analyze the color design of the brand, and then perform further analysis by displaying the extracted color values on the IRI image scale. After selecting the cosmetic brand to be studied, use the KSCA program to analyze the color design of the brand, and then perform further analysis by displaying the extracted color values on the IRI image scale. The research results show that: (1) There is no significant difference in the packaging color design of the three brands, and the essence is the brand concept. The color vision rate is not high. The three brands are mainly large and bright background colors, and are designed with fresh green, yellow and orange to bring consumers a clean, natural and bright feeling. The design of these three cosmetics brands has left a deep impression on consumers through the design and impression of cosmetics. (2) In terms of vision and wisdom, the most common color scheme of Korean cosmetics brands is to separate colors similar to complementary colors. Mainly used in warm color series. According to different series, different colors are designed, and the young series usually use bright and bright colors as the primary colors, giving people a fresh, cute, natural and soft feeling. Series emphasizing individuality and efficiency usually use dark colors such as black, red and purple as primary colors, giving people a sense of elegance, mystery and nobility. These color designs can help consumers intuitively choose the attributes of their products through color.