Study on the Product Packaging Color Identification of Elder Men and Elder Women

The main purpose of this paper is to study the difference of Chinese elder men and elder women on the product packaging color identification visually. The elderly aged between 65 and 75 are selected as the research targets, to test the impact of three major attributes of color on the elderly of different genders and obtain data, by referring to the Munsell color system color lightness variation diagram, to make tests according to the contrast effects of the color ring. Test the lightness, purity and saturation of color respectively, and record and analyze the test reactions of the elderly. Half of the data recorded are elder men, and the other half are elder women. There are subtle differences in the physical function between the male and the female, and SPSS software is used to sum up.

The three attributes of color are the keys of this study. The analytical results can not only be used as data support for the study of product design and packing design, but also provide reference data for the living space of the elderly. With an aging trend world wide, the aged population and its proportion are increasing year by year. China particularly entered aging society totally around the year of 2000, with the population aged above 65 reaching 138 million in 2014, accounting for 10.1% of the total population, which is expected to reach 12.8% in 2020 [1]. Under this circumstance, it is necessary to enhance the design study of the elderly. This paper mainly tests and studies the visual identification of the product packaging color of the elderly. This article also studies the impact of the colors on product packaging used by the elderly on their psychology, physiology and other aspects, and probes into the study of how to increase and optimize this impact of colors. It will be a key point as to how to offer a unique product packaging for the elderly through color design, and the elderly of different gender have different acceptance and preference of the package, which will change from the virtual functional level to the psychological level gradually. The elderly are their own protagonists, that is to say, designs focusing on the use benefit of the elderly will be preferred.

At the same time, different colors can express different emotions, and each color has an independent feature bringing unique feeling to people. At the same time, color preference will change along with the increase of people’s social experience, the improvement of cultural level, the social environment and other factors. The elderly will definitely have unique aesthetics after experiencing so many years of worldly affairs, combined with aesthetics on special product packaging design, using color to attract the elderly to make purchase is a method for sales promotion in packaging design. The color sensitivity of the elderly began to decrease, the color information in the image can help the eyes to distinguish between the main figure or object and background clearly.

Therefore, the study takes the elderly as the research object, taking into account the three attributes of color, the age, gender, culture and other factors of the subject, in order to obtain more convincing research results. Through the study of the visual characteristics of the elderly, it obtains the data analysis and the emotional characteristics of color, to explore the design methods suitable for the emotional characteristics on color of the elderly. The basic content of this paper is to get the color emotion of the elderly with the use of the basic knowledge of color and the analysis methods of visual design. And then, it makes detailed data analysis of the time of the elderly’s eyes resting on the cool colors and warm colors, and certain color range. In the selection of research objects, investigation will be made on the elderly with different cultural backgrounds and living environments according to the actual situation, while making efforts to ensure the reality and accuracy of the survey results, to provide useful data for the subsequent design process.