色彩对消费者购买行为的心理影响及其在零售设计中的应用  

The Psychological Impact of Color on Consumer Purchasing Behavior and its Application in Retail Design

作　　者：钟文彦 Zhong Wenyan(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57-59,共3页Color

摘　　要：色彩在零售环境中的应用远超过简单的美学装饰,色彩能影响消费者的情绪和感知,影响品牌认知和购买决策。随着全球市场的多样化和消费者偏好的快速变化,零售商和品牌经理越来越需要深入理解如何有效地利用色彩策略来提升消费者体验和优化零售空间的环境表现。因此,本文将深入探讨色彩对消费者购买行为的心理影响及其在零售设计中的应用,以期为零售行业提供策略性的见解,并推动实践中的创新应用。The application of color in the retail environment goes far beyond simple aesthetic decoration.Color can affect consumers'emotions and perceptions,as well as brand awareness and purchasing decisions.With the diversification of global markets and rapid changes in consumer preferences,retailers and brand managers increasingly need to have a deep understanding of how to effectively utilize color strategies to enhance consumer experience and optimize the environmental performance of retail spaces.Therefore,this article will delve into the psychological impact of color on consumer purchasing behavior and its application in retail design,with the aim of providing strategic insights for the retail industry and promoting innovative applications in practice.

关 键 词：色彩心理学 消费者行为 零售设计 

分 类 号：F713.5[经济管理—市场营销]