色彩在黄鹤楼卷烟包装设计中的差异性应用

何建平; 甘芳

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色彩在黄鹤楼卷烟包装设计中的差异性应用
何建平¹, 甘芳²
1.湖北中烟工业有限责任公司，武汉430040;2.湖北工业大学，武汉430068

摘要:

以商品包装色彩对消费者的心理影响为启示，分析了应用差异性的色彩，不仅能在形象上展现卷烟品牌的审美特征，在内涵上彰显其文化价值，还能在市场价值上提升企业品牌形象，并阐述了色彩在黄鹤楼卷烟品牌设计中的差异性应用法则。在此基础上，提出了应用符合品牌和产品定位的色彩不仅可以与其他品牌保持差异性，还可以划分产品门类，体现产品分档的功能。

关键词: 卷烟品牌包装设计色彩差异性

DOI：

分类号:TB482

基金项目:

Application of Colors in the Design of Huanghelou Cigarette Package to Distinguish Brand Character

HE Jian-ping¹, GAN Fang²

1.China Tobacco Hubei Industrial Co.，Ltd. Wuhan 430040，China;2.Hubei University of Technology，Wuhan 430068，China

Abstract:

Inspired by the psychological impact of commodity packaging colors on the consumer , this article analyzes that the application of the color difference can not only show its aesthetic characteristics and reflect its cultural value, but also promote the company's brand image. It also illustrates the application rule of color difference in the HHL cigarette brand design. Base on those analyses, it puts forward the viewpoint that the application of the color matching the brand and product orientation can distinguish itself from other brands, and play a role in the division of product grades and categories as well.

Key words: cigarette brand packaging design color difference