色彩在公益产品设计中的实践应用——以“生命力公益联名挂耳咖啡”包装设计为例  

The Practical Application of Color in the Design of Public Welfare Products——Taking the Packaging Design of "Vitality Public Welfare Co-branded Hanging Ear Coffee" as an Example

作　　者：王淼 Wang Miao(China Fashion&Color Association)

机构地区：[1]中国流行色协会

出　　处：《色彩》2024年第10期5-7,共3页Color

摘　　要：中国器官移植发展基金会与中国流行色协会合作推出生命力公益联名挂耳咖啡。目标群体为35岁以下青年,充满活力且富有爱心。咖啡包装设计依据目标群体特征及公益属性确定色彩风格,采用多种色彩搭配方法,如对比色与调和色结合。色彩设计与生活方式、味道通感及流行色结合,引发消费者共情。包装细节方面,logo色彩延伸、CMF选择搭配及文字与色彩配合,丰富寓意、质感与感染力。该项目已取得一定成果,为公益产品色彩设计提供参考,未来还可从跨文化传播、新兴技术结合及品牌忠诚度等方面深入研究。The China Organ Transplant Development Foundation and the China Fashion&Color Association jointly launched the Vitality Public Welfare Co-branded Drip Coffee.The target group is young people under 35 years old,who are full of vitality and love.The coffee packaging design determines the color style based on the characteristics of the target group and the public welfare attributes,and adopts a variety of color matching methods,such as the combination of contrasting colors and harmonious colors.The color design combines with lifestyle,taste synesthesia and fashion colors to arouse consumers'empathy.In terms of packaging details,the logo color extension,CMF selection and matching,and the combination of text and color enrich the meaning,texture and appeal.This project has achieved certain results,providing a reference for the color design of public welfare products.Future research can be further carried out from aspects such as cross-cultural communication,combination with emerging technologies,and brand loyalty.

关 键 词：色彩 包装设计 公益事业 共情 流行色 品牌 生活方式 

分 类 号：TS206.2[轻工技术与工程—食品科学] TS273[轻工技术与工程—食品科学与工程]