(1) All kinds of commodities have certain attributes. Pharmaceutical products and entertainment products, food and hardware supplies, cosmetics and cultural and educational supplies have a greater attribute difference. The same kind of products can also be differentiated. For example, there are different kinds of pharmaceutical products, such as traditional Chinese medicine, western medicine, therapeutic medicine, tonic medicine and general medicine. In this regard, color processing should be treated concretely. The sensory elements of color (physical, physiological, psychological) should be brought into play, and the performance of typical personality should be strived for. For example, red, orange and yellow are highly stimulating colors, which can make the human cerebral cortex in an excited state, dilate the wordhole, and accelerate the heartbeat. In the packaging design of tonics, vitamins, rheumatism and other drugs, red and other absorbing colors can be used appropriately. The green and blue brain waves reflect relaxation and sedation, so they are used for packaging design of sedative, hypnotic, hypotensive, antipyretic and analgesic drugs.
(2) Because of the increasing variety of products and the increasingly fierce competition in the market, the visual performance of sales packaging is becoming more and more important in advertising, among which color processing is an important aspect. The obscurity and implicitness of color effect only has negative effect, so we must pay attention to the freshness of the relationship between color composition.
(3) Uniqueness
① Special color: some colors in packaging design should be color matching according to their attributes, but the color of the picture is not so common. Designers often go against the way and use unconventional colors to make the packaging of their products stand out from the same kind of drugs. The treatment of this color makes us more sensitive and impressive.
② Popular color: fashionable color, is the color that accords with the fashion of the times, and is the color of instant rejection and fashion. It is the message of designers and the signal of international trade. When a certain color tendency is generalized, it lacks new stimulation and charm, and needs a different visual feature, which is imitated and popular again. The use of popular colors in modern packaging design has brought more and more economic benefits to the products. Entrepreneurs attach great importance to the role of color. The popular colors issued by the international popular color association every year are put forward according to the characteristics of the times such as international situation, market and economy. The purpose is to balance people’s heart and atmosphere, so as to create a soft environment for people to please.
(4) The psychological changes produced by national color vision are very complex. They vary according to times and regions, or vary greatly according to individual judgment. Due to the social background, economic conditions, living conditions, traditional customs, customs and natural environment, various countries and nationalities have formed different color customs.