Abstracts: Color makes the world colorful, bright and full of emotion and energy. As a general form of aesthetics, color exists in every aspect of our daily lives. Color, as an eternal objective reality, is ever-changing.
Package reflects the progress and development of the material and spiritual civilization of human society. Packaging color arrests people by the clear strong color, being an important part of packaging design.
The dissertation study color in psychology and packaging by search and investigation on color contrast and color preference, and sum up the information roundly and deeply. It combines rules and knowledge of psychology in order to research on packaging color, and makes a split-spot design on one product.
I believe that the theory proposed in this article will provide a brand-new angle for the packaging color design, help the designer to form a reasonable, effective and suitable design proposal through to know the relationship between consumers and packaging color, consider fully when he faces to many design questions and embark from the humanist idea.
Key words: psychology; packaging color; color contrast; color preference; split-spot design
