Color aesthetics in cultural and creativive packaging designs

This study discussed the emotions associated with color schemes in packaging. Through four tea packaging design experiments, this study evaluated how participants responded emotionally to the shapes, patterns, and colors of color box packaging for tea products. In experiment 1, emotional response adjectives suitable for describing packaging designs were identified. In experiment 2, the most suitable shape design for tea packaging was identified. In experiment 3, a pattern fitness experiment was conducted to identify the most suitable pattern design for the packaging. Experiment 4 was conducted to assess the fitness of color schemes for the tea packaging with a dual-color design. The study results revealed the following: the useful-decorative scale was the most suitable for the experiments; the rectangular handheld box design was identified as the most suitable shape design in experiment 2; the traditional Chinese pattern was identified as the most suitable pattern design in experiment 3; and the most suitable color combination for the dual-color box packaging was royal blue and cyan. Although the subject matter of this study is color boxes for tea packaging, the study results may serve as a theoretical and practical reference for the color and shape designs for other types of color boxes in the future and provide directions for research.