基于色彩心理学的五菱新能源汽车色彩设计研究  

Research on the Colour Design of Wuling New Energy Vehicles based on Colour Psychology

作　　者：聂雯欣 王华琳[1] Nie Wenxin;Wang Hualin(Guangxi Arts University)

机构地区：[1]广西艺术学院

出　　处：《流行色》2023年第2期16-18,共3页Fashion Color

摘　　要：基于色彩心理学视角探究色彩设计在五菱宏光旗下新能源汽车营销中的作用。基于色彩心理学理论,从不同纬度分析五菱新能源汽车色彩设计的现状,探讨如何基于色彩心理学升级新能源汽车的品牌价值。以色彩作为主要标志的外观设计已成为广大消费者选购新能源汽车的一个重要因素。由此可见,基于色彩心理学理论指导新能源汽车的色彩设计是推动新能源汽车市场的发展,促进“可持续发展”战略实施的必由之路。Objective to explore the role of color design in the marketing of new energy vehicles under Wuling Hongguang from the perspective of color psychology.Methods Based on the theory of color psychology,the current situation of color design of Wuling new energy vehicles was analyzed from different angles,and how to upgrade the brand value of new energy vehicles based on color psychology was discussed.Conclusion The appearance design with color as the main symbol has become an important factor for consumers to choose new energy vehicles.It can be seen that guiding the color design of new energy vehicles based on the theory of color psychology is the only way to promote the development of the new energy vehicle market and promote the implementation of the"sustainable development"strategy.

关 键 词：色彩心理 新能源汽车 色彩设计 

分 类 号：F42[经济管理—产业经济]