Research on Color Elements of Packaging Design Based on CIE L＊a＊b＊ System: Focusing on the Chinese watercolor pigment consumption market

Abstract

The brand awareness of Chinese watercolor pigments is not as good as the overseas brands, and they have less experience in shaping brand images. There is less research on watercolor paint packaging design in China. Packaging design is the most direct way to communicate with consumers. Therefore, this study investigated the current status of color use in packaging design for watercolor paint brands sold in China to supplement research data. According to the survey in Chinese brand watercolor paint packaging designs, high brightness and medium brightness colors are more frequently used and highly saturated yellow and low saturated green are more commonly used Low-saturated blue is used more frequently in the design of imported watercolor paints from overseas. Study's purpose is to determine the color usage in watercolor paints packaging design with the highest sales, and assist watercolor paint brands in providing important color data references in packaging design and marketing strategies.