色彩在包装设计中的应用

Application of Color in Package Design

目的包装设计对色彩的创造性应用策略。方法基于色彩在包装设计中的重要地位,探讨色彩在现代包装设计中记忆性、象征性和广告性等语言特性,并以此为基础分析包装设计中的色彩元素对消费者的综合性作用,提出包装设计中的色彩必须要符合消费者的审美需求、促进消费者对产品的联想以及深化消费者对包装的印象等方面的具体要求,最后深入包装设计内部,就其中的几个代表性方面,如儿童食品包装、饮料包装、茶叶包装等领域的具体应用展开探究,总结成功的设计经验和路径,探索色彩元素的个性化应用方法。结论色彩是一种独特的设计语言,之于包装设计中更是一种灵魂的存在,有着极强的视觉冲击力,能够直接带给消费者不同的情感体验,是产品能否成功出售的关键一环。

The paper aims to apply the strategy of packaging design to color creatively.Based on the important position of color in packaging design,color memory in modern packaging design and its symbolic and advertising language features were discussed.And comprehensive effect of color in packaging on consumer was analyzed on this basis.Specific requirements that color in packaging design must comply with the aesthetic needs of consumers,promote the consumers association of products and deepening impression of specific request for packing were put forward.Finally,several representative aspects,such as children's food packaging,beverage packaging,tea packaging,and other fields were researched for application thorough internal packaging design,to sum up experiences of successful design and path,and explore the personalized application of color elements.Color is a unique design language,and it is a soul in packaging design.It has a strong visual impact and can directly bring consumers different emotional experience,which is a key link in whether the product can be sold successfully.