| 刘文良,王婷婷.受众心理在包装色彩策划中的运用[J].包装工程,2017,38(10):62-66. |
| 受众心理在包装色彩策划中的运用 |
| Application of Audience Psychology in Packaging Color Planning |
| 投稿时间：2017-03-12 修订日期：2017-05-20 |
| DOI： |
| 中文关键词: 包装设计 色彩策划 受众心理 |
| 英文关键词: packaging design color planning audience psychology |
| 基金项目: |
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| 中文摘要: |
| 目的 做好包装策划设计中的色彩运用，使得商品包装具备更加突出的吸引力，贴合消费者的接受心理。方法 以色彩心理学、设计学、美学等学科理论为指导，结合相关包装设计策划个案，探讨色彩在包装设计策划中的受众心理依据、应用原理及技巧。结论 包装设计宜从适应受众心理的角度进行色彩定位，在设计策划时进行整体把握和局部优化，注重优化色彩的传达面，科学利用色彩的情感内涵，适当考虑色彩运用的系列化效应，以便更有效地攫取目标受众的目光，从而在同类产品中建立起自己的优势。 |
| 英文摘要: |
| It aims at color application to packaging design planning to make product package more attractive. Under the guidance of theories about color psychology and design science, combined with relevant planning cases of packaging design, it mainly discusses the motivation of audience psychology, application principles and techniques of color in the packaging design. It is concluded that color orientation is adaptable to audience psychology in packaging design. Global operation and local optimization can be performed in design planning. More attention can be paid to convey the optimization of color and take advantage of color's emotional connotation wisely. The target audience can be attracted and products can be in the dominant position among fellow products and a series of effects in the utilization of color can be taken into consideration. |
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