色彩情感在食品包装设计中的应用研究

RESEARCH ON THE APPL.ICATION OF COL.OR EMOTIONS IN FOOD PACKAGING DESIGN

色彩的运用直接影响着包装设计最终呈现的效果。把握色彩与情感的联系,并在包装设计中以色彩传递情感,有助于突出产品本身的特色,更好地吸引消费者,提升产品销量。本文首先分析了当下食品包装中存在的色彩设计问题,然后提出了食品包装中色彩情感的应用策略,包括合理处理主体图形与背景颜色关系,加强色彩设计与商品属性联系,根据消费者特性选择颜色,优化食品包装色相、纯度、明度对比设计。研究旨在从色彩情感的角度入手,为优化食品包装设计提供参考。

The use of color directly affects the final presentation of packaging design.Understanding the connection between color and emotion so as to use color to convey emotions in packaging design,can help to highlight the characteristics of the product itself and better attract consumers and improve product sales.This paper firstly analyzes the existing problems of color design in food packaging,and then proposes the application strategies of color emotions in food packaging,including dealing properly with the relationship between the main graphic and the background color,strengthening the connection between the color and commodity attributes,using colors that ft the consumers'characteristics,and optimizing the design of hue,purity and luminance contrast.The research aims to provide reference for optimizing food packaging design from the perspective of color emotions.