Coca Cola: There is a particular emphasis on packaging color design

[China Packaging Network News] Color is a symbolic element of Coca-Cola's new round of global creative marketing “taste” activities this summer. The new packaging enables consumers to select Coca-Cola beverages that suit their tastes, habits and dietary needs through color design. Packaging is a “silent salesman”. Color is an important element of product packaging design. It not only plays a role in beautifying packaging, but also plays a role that cannot be ignored in the process of product marketing.

Stick to red

Inheritance brand connotation

The packaging of Coca-Cola's various sub-products and the brand's inherent red design not only unified the image of its branded products, but also visually emphasized Coca-Cola Red.

In the brand packaging stage of a product, color is one of the elements of visual performance and an important part of packaging design. Therefore, regardless of the attributes of the brand will have its own brand of intrinsic color, and these colors are widely used in the brand's products, packaging, advertising, display, etc., through this inherent color continue to deepen the consumer's brand image, establish Consumer brand recognition loyalty.

Red is the most classic visual element of Coca-Cola. The Coca Cola, which has a history of more than 100 years, adheres to its own character and principles in brand building, and also adheres to the quality and connotation of the brand.

Adopt symbolic color

Show different personalities

Coca-Cola owns multiple sub-brands and differently positioned consumers. In the packaging design process, Coca-Cola uses different colors on the top of the cans to distinguish them. The red can top represents the classic taste. The top of the black tank is the zero-free cola, the top of the silver tank is the diet cola, and the lesser sugar, the life series containing the stevia extract is used in green.

Coca-Cola uses different symbol colors to reflect the different personalities of the product. Black symbolizes the nature of the source, white symbolizes pure comfort, and green symbolizes environmental protection and health. These symbolic colors are complementary colors to the main colors, which are the spiritual supplements and material continuity of the brand personality. The use of symbolic colors not only enhances the tone level of the package, but also achieves rich color effects.

Magical interval color

Increase consumer experience

The size of the area in which the color is used in the packaging has a regulating effect, which can ease the gap between the consumer and the product due to the strong color contrast. A good packaging color can increase the visibility of the package, enhance the layering and clarity of the color conveyed by the package, and effectively deepen consumers' visual experience, which is beneficial to consumption.

Coca Cola's packaging rationally coordinates the application areas of different colors, increases the ratio of spacer colors, and enhances the layering of packaging colors. It not only achieves a harmonious and rich color effect, but also has a significant advertising effect and helps to increase brand activity. Improve consumer experience.