商业空间装饰设计中色彩策略对品牌形象的影响  

The Influence of Color Strategy on Brand Image in Commercial Space Decoration Design

作　　者：张馨尹 Zhang Xinyin(School of Design,Hainan Vocational University of Science and Technology)

机构地区：[1]海南科技职业大学设计学院

出　　处：《色彩》2025年第2期54-56,共3页Color

摘　　要：商业空间的色彩策略能够塑造品牌形象和提升消费者体验。色彩可以影响消费者的情感和认知,能有效地传达品牌的个性和价值观。在市场环境中,企业与设计师面临着利用色彩策略来优化商业空间,以便更好地与目标消费群体建立联系的挑战,且全球化的市场也要求品牌在保持一致性的同时,考虑跨文化色彩的应用,这对色彩策略的制定提出了更高的要求。因此,本文就色彩策略在商业空间设计中的应用及其对品牌形象塑造的影响展开探讨,以期为品牌管理者和空间设计师提供实用的策略建议,帮助他们更有效地利用色彩作为沟通和影响消费者感知的工具。Color strategy in commercial spaces can shape brand image and enhance consumer experience.Color can influence consumers'emotions and cognition,effectively conveying the brand's personality and values.In the market environment,enterprises and designers face the challenge of using color strategies to optimize commercial spaces in order to better connect with target consumer groups.The globalized market also requires brands to consider the application of cross-cultural colors while maintaining consistency,which puts higher demands on the formulation of color strategies.Therefore,this article explores the application of color strategy in commercial space design and its impact on brand image shaping,with the aim of providing practical strategic recommendations for brand managers and space designers to help them more effectively use color as a tool for communication and influencing consumer perception.

关 键 词：空间装饰 色彩策略 品牌形象 

分 类 号：TU238.2[建筑科学—建筑设计及理论]