Each packing box has its own characteristics. Among all the factors that constitute product packaging, color can touch people's reaction earlier and happily. Most of the information comes from vision, which directly stimulates consumers' purchase desire. Some marketing scholars even believe that color is the factor that determines sales. Therefore, color is one of the key factors affecting the success of packaging design. So, let's understand the importance of the use of packaging box color.

（1）色彩与包装物的照应主要是通过外在的包装色彩揭示或映照内在的包装物品，使人一看外包装就能基本上感知或联想到内在的包装为何物。尽管有些包装从主色调上看去不象上边所说的那样用商品属性相近的颜色，但在它的外包装画面中准有点晴之笔的象征色块、色点、色线或以该色突出的集中内容。

(1) The correspondence between color and packaging is mainly through the external packaging color to reveal or reflect the internal packaging, so that people can basically perceive or associate with what the internal packaging is at the sight of the external packaging. Although some packages do not use colors with similar commodity properties as mentioned above from the perspective of main tone, there must be some symbolic color blocks, color dots, color lines or concentrated contents highlighted by this color in its outer packaging picture.

（2）彩与色彩的对比关系是很多商品包装中容易表现却又非常不易把握的事情。表现在包装设计中，一般有以下几方面的对比：色彩使用的深浅对比、色彩使用的轻重对比、色彩使用的点面对比、色彩使用的繁简对比、色彩使用的雅俗对比、色彩使用的反差对比等。上述色彩对比完全是因为一种图案需要通过不同颜色对比而表现的一种方式而已，但这种色素又是构成整个包装图案要素必不可少的物体，有些图案甚就是不同色素的巧妙组合。因此，在研究包装设计的过程中，如果不注意把握色彩和色彩自身的对比关系，也就无从谈得上设计出好的包装图案来。

(2) The contrast between color and color is easy to express but very difficult to grasp in many commodity packaging. In packaging design, there are generally the following aspects of comparison: the depth of color use, the weight of color use, the point and surface of color use, the complexity and simplicity of color use, the elegance and vulgarity of color use, the contrast of color use, etc. The above color contrast is entirely because a pattern needs to be expressed through different color contrast, but this pigment is an essential object constituting the elements of the whole packaging pattern, and some patterns are even ingenious combinations of different pigments. Therefore, in the process of studying packaging design, it is impossible to design a good packaging pattern if we do not pay attention to the comparative relationship between color and color itself.

（3）色彩与其他因素的结合在包装设计中，色彩的运用还要考虑色彩心理和社会因素，如色彩引起的心理反应，色彩的感情和象征性，色彩的宜人性，色彩与欣赏习惯等问题。这些问题的处理将直接影响商品的销售。根据商品固有的色彩或商品的属性，采用形象化的色彩是设计用色的一种重要手段。利用商品本身的色彩在包装用色上的再现，是较能给人以物类同源的联想，从而对内在物品有一个基本概念的印象。当然，也有反其道而行之的现象，一些设计高手大胆运用色彩对比，也能达到更佳更奇的效果，但要注意的是如果分寸掌握不好，会适得其反。

(3) Combination of color and other factors in packaging design, the application of color should also consider color psychological and social factors, such as psychological reaction caused by color, emotion and symbolism of color, agreeableness of color, color and appreciation habits. The handling of these problems will directly affect the sales of goods. According to the inherent color of goods or the attributes of goods, the use of visual color is an important means of designing color. Using the color of the commodity itself to reproduce the packaging color can give people the association of homology of objects, so as to have an impression of the basic concept of internal objects. Of course, there is also the phenomenon of doing the opposite. Some design experts can achieve better and more strange results by boldly using color contrast, but it should be noted that if they don't grasp it properly, it will be counterproductive.

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