色彩在儿童食品包装设计中的应用  

Application of Color in Children’s Food Packaging Design

作　　者：相静[1] XIANG Jing(Jinzhong University,Jinzhong 030600,China)

机构地区：[1]晋中学院

出　　处：《包装工程》2019年第22期283-286,共4页Packaging Engineering

摘　　要：目的阐述色彩在儿童食品包装设计中的作用,探索当前语境下色彩赋予儿童食品包装的设计思路与艺术魅力。方法结合社会发展所带给儿童食品包装设计的新机遇与新挑战,从实际出发,总结儿童食品市场的开发现状以及将色彩融入其中所呈现的信息传达、心理影响与品牌形象等方面的重要作用,得出其在视觉和味觉上的表达诉求,接着以整体性、情感性、广告性和系列性等为具体应用方向进行总结与论述,提出一些创新的要求,列举一些优秀的儿童食品包装设计案例,进一步强化理论论述的可行性,探寻抓住消费者视线、促进销售的色彩应用路径。结论在当前这个竞争激烈的儿童食品市场上,包装设计对色彩的合理应用至关重要,这既能够使食品包装富有创意,帮助消费者从自己的视觉感受中最大化地获取食品信息,又能在次基础上成功提高销售额。The work aims to expound the role of color in children’s food packaging design, and explore the design ideas and artistic charm of children’s food packaging endowed by color in the current context. Combined with the new opportunities and challenges brought by social development in children’s food packaging design, and starting from reality, the development status of children’s food market and the important roles of information transmission, psychological influence and brand image with the color integrated into children’s food packaging were summarized, and its expression demands in vision and taste were obtained. Then, the application directions were summarized and discussed in terms of integrity, emotion, advertising and series, and some innovative requirements were put forward. Some excellent cases of children’s food packaging design were listed to further strengthen the feasibility of theoretical discussion and explore the color application path to seize consumers’ attention and promote sales. In the current intensely competitive children’s food market, packaging design is crucial to the rational application of color, which can not only make food packaging creative, help consumers to maximize the access to food information from their visual experience, but also successfully increase sales on the secondary basis.

关 键 词：色彩 儿童食品包装设计 可行性 

分 类 号：TB482[一般工业技术—包装工程]