色彩心理在包装设计中的应用解析  

Application of Color Psychology in Package Design

作　　者：戚锋[1] 解辉[1] QI Feng;XIE Hui(Heihe University,Heihe 164300,China)

机构地区：[1]黑河学院,黑河164300

出　　处：《包装工程》2020年第10期277-279,共3页Packaging Engineering

基　　金：黑河学院2019年高等教育教学改革校级项目“服务于黑龙江省自贸区建设的中俄高校艺术创新创业实践教学平台建设研究”(XJGZ201909);黑河学院引导项目“中俄文化艺术创新创业产业平台建设”(YDF202016)。

摘　　要：目的探索色彩心理作用下的包装设计思路与策略。方法以包装设计中的色彩元素为中心,从现实中色彩与包装设计结合的几个问题与不足出发,客观审视两者结合的重要作用和意义,指出色彩对包装设计的感应、指示、宣传等方面的促进作用,然后结合商业、时尚和民族三个方面展开具体的应用路径和策略的探析,并进一步细化色彩在面对不同商品特点、消费群体、企业理念,以及迎合时代发展和展现民族特色等要求时的具体表现,归纳未来应用及发展的可能性。结论色彩在包装设计中的应用有着重要意义,不仅可以提高包装设计的商业价值,而且能在一定程度上影响甚至决定消费者是否购买,只有科学应用色彩,最大化地发挥色彩的作用,才能达到宣传企业、品牌、销售产品的目的。The work aims to explore the packaging design ideas and strategies under the action of color psychology. With color elements in the packaging design as the center, the important role and significance of combination of color and packaging design in reality were objectively examined in terms of the problems and deficiencies of their combination. It was pointed out that the induction, indication and publicity, etc. of the packaging design were promoted by the color. Then, combined with the business, fashion and nationality, the specific application path and strategy were analyzed, and the specific performance of the color in the face of different characteristics of commodity, consumer groups and corporate philosophies and catering to the era development and showing national characteristics was further refined. The possibility of application and development in the future was summed up. The application of color in packaging design has important significance. It can not only improve the commercial value of packaging design, but also to a certain extent affect and even determine whether consumers purchase. Only by scientifically applying colors and maximizing their various functions can we achieve a more ideal goal of promoting enterprises and their brands and selling products.

关 键 词：色彩心理 包装设计 消费群体 

分 类 号：J511[艺术—艺术设计] TB482[一般工业技术—包装工程]