色彩营销在烟草包装中的应用  

Application of Color Marketing in Tobacco Packaging

作　　者：刘粮 LIU Liang(Sichuan China Tobacco Industry Co.,Ltd.,Chengdu,Sichuan,610000)

机构地区：[1]四川中烟工业有限责任公司,四川成都610000

出　　处：《湖南包装》2022年第5期183-185,共3页

摘　　要：为了提升烟草包装设计的视觉美感和张力,凸显卷烟品牌的文化内涵,展现卷烟产品的视觉魅力,文章以色彩营销的概念切入,从色彩的印象性、联想性、机能性感觉、民族性4个方面分析色彩的表现力和艺术效用,并以宽窄卷烟包装的色彩营销为例,希望引起更多的卷烟工业企业以及从事包装设计的相关人士对色彩的重视,并能够借助色彩营销提高品牌影响力与产品的市场竞争力。In order to enhance the visual beauty and tension of tobacco packaging design,highlight the cultural connotation of cigarette brands,and show the visual charm of cigarette products,the article analyzes the expressiveness and artistic effectiveness of color from four aspects of color impressiveness,association,functional sense,and nationality,starting with the concept of color marketing,and takes the color marketing of Kuanzhai cigarette packages as an example,It is hoped that more and more cigarette industry enterprises and relevant people engaged in packaging design will pay attention to color,and can improve brand influence and market competitiveness of products with the help of color marketing.

关 键 词：烟草包装 色彩营销 烟包设计 宽窄品牌 

分 类 号：TS452.7[农业科学—烟草工业]