酒水包装设计中色彩心理学的应用与消费者行为研究  

Study on the Application of Color Psychology in Wine Packaging Design and Consumer Behavior

作　　者：邹家宝 ZOU Jia-bao(Shenzhen Qianhai Blueberry Culture Communication Co.,Ltd,Shenzhen 518000,China)

机构地区：[1]深圳前海蓝莓文化传播有限公司,广东深圳518000

出　　处：《绿色包装》2025年第1期192-195,199,共5页Green Packaging

摘　　要：本文旨在探讨色彩心理学在酒水包装设计中的应用,以及其对消费者行为产生的深层次影响。研究不仅关注色彩如何美化产品外观,更侧重于解析色彩如何触动消费者情感,引导其购买决策。通过文献综述与案例分析,结合消费者行为研究,系统分析了色彩如何塑造品牌形象、匹配消费者心理需求,并优化视觉效果。色彩的选择与搭配能显著提升包装的吸引力与和谐感,进而影响消费者的购买决策、满意度与忠诚度。合理运用色彩心理学原理,能够精准定位目标消费群体,优化酒水包装设计,提升市场竞争力。This paper aims to explore the application of color psychology in beverage packaging design and its deep influence on consumer behavior.The research not only focuses on how color beautifies the appearance of products,but also focuses on how color touches consumers’emotions and guides their purchasing decisions.Through literature review and case analysis,combined with consumer behavior research,this paper systematically analyzes how color shapes brand image,matches consumer psychological needs,and optimizes visual effects.The choice and collocation of colors can significantly enhance the attractiveness and harmony of the packaging,which in turn affects consumers’purchasing decisions,satisfaction and loyalty.The rational use of the principle of color psychology can accurately locate the target consumer group,optimize the beverage packaging design,and enhance the market competitiveness.

关 键 词：酒包装 包装设计 色彩心理学 消费者行为 

分 类 号：TB482[一般工业技术—包装工程]