销售包装设计的色彩应用与表现  

Color application and performance of Sales Packaging Design

作　　者：范媛媛[1] 

机构地区：[1]清华大学美术学院,北京100084

出　　处：《绿色包装》2016年第1期64-69,共6页Green Packaging

摘　　要：销售包装设计一般由图形、文字与色彩元素构成,其中色彩元素的科学利用与针对性表现在某种程度上旨在影响消费者对品牌、商品的认知与选择,满足消费者心理与情感诉求,以及增加商品附加值等方面发挥着不可替代的重要作用,在今天市场竞争日益激烈的背景下,越来越受到设计师的关注和探究。本文结合销售包装设计,通过对色彩的属性,特性及应用的研究分析,旨在倡导大家对色彩科学性的重视,以及科学使用色彩的理性实践,引发对此深层次的思考和研究,从而推助现代销售包装设计的不断完善和水平提升。Sales packaging design generally consists of graphics, character and color elements, and in which the scientific usefulness and targeted performance of color elements, is intended to influence the consumers of brand cognition and product choice to satisfy consulners＇ psychological and emotional appeal, has played an irreplaceable important role in increase the value-added goods. In today＇s increasingly competitive market context, more and more designers and explored get attention to this phenomenon. Based on the sales packaging design, through the study of the properties of color, features and application analysis, aims to promote the importance of color scientific, rational and scientific usefulness of color practice, which lead to deeper thought and research, pushing and constantly improve the level of modem sales package design.

关 键 词：色彩 销售包装 应用 

分 类 号：TB482[一般工业技术—包装工程]