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1、、色彩心理概述我们生活在缤纷多彩的世界中,色彩如同光源一般点亮我们的生活。色彩是光刺激眼 睛所产生的视觉感受,也可以说是人的视觉对光反响的产物。约翰内斯?伊顿曾说过:“光是色之母,色是光之子。我们通过视觉凭借光才能看见物体的形状和颜色,从而获得对客 观世界的认识。 自然界中各种色彩的美, 我们有目共睹, 蓝色的天空, 红色的花, 绿的树, 无一不向我们展示着自己,证明色彩的美好。色彩可以让我们联想到各种不同的事物,具有很强的象征性,这其中包括具象的联想 和抽象的联想,色彩由于色相的不同所表达的意象也各不相同。正如心理学家市场参谋罗 素 ?福斯坦第格曾说:“色彩起着一种暗示的作用, 它是一种包含

2、各种含义的浓缩了的信息。 一般如绿色代表生机勃勃、活力,而蓝色那么被感知为平静、沉稳和理智。而在色彩的实际 运用上,很多时候是依照观看者的心理状态或文化背景, 不能断言会有一样的感受。 以“红 色为例,对于中国人来说,是桔祥如意的象征,从传统的中式婚礼再到春节家家户户张 贴的对联,中国人对于“红色喜爱的程度可见一斑。而一些酷暑难耐的国家并不喜欢运 用红色,因为红色跟火焰和太阳的颜色相近,容易给人炎热的感觉。歌德曾语:“颜色对于人的心灵有一种作用它能够刺激感觉,唤起那些使人冲动、使人 痛苦或使人快乐的情绪。 虽然人们对各色相所反映出的情感各有不同, 但人们对色彩冷暖 的认识大致是一样的。蓝色和橙

3、色分别是极冷和极暖的两个颜色,经实验说明,身处冷暖 的两个房间内,体感温度大约会有 3 度左右的差异,因为暖色容易让人联想到火焰和太阳, 而冷色那么让人容易联想到冰雪。暖色系还有增进食欲的作用,饭菜用暖色搭配起来令人食 欲大增,因此,在餐厅或食品包装上为了让食物看起来更为美味许多产品采用了暖色的设 计。二、包装与色彩随着人们生活水平的日益提高,当今琳琅满目的商品市场上,商品包装以形态各异、 靓丽的外形呈现,色彩已成为包装设计中不可或缺的重要元素。色彩的力量对于品牌而言 十分重要,因为消费者在选购商品的同时,经常以颜色作为快速选择的依据。如消费者会 选择以往熟悉的商品包装, 而无视去仔细阅读商品

4、的信息, 导致“山寨 商品的趁虚而入。 不同色彩能够传递的品牌内涵、联想和信息也不同。 “色彩的含义广泛而丰富,最为重要的 是,它们在文化上是独立的。某些产品包装的色彩会与特定的趣味和品质联系在一起,比 如粉红色和红色通常表示甜蜜,而白色和蓝色那么意味着纯洁和文雅。绿色通常与薄荷香料 或有机制造相联系,而为了吸引消费者对新颖和改良产品或配方的注意,设计师 经常会使用红色和黄色。 包装设计的首要目的是吸引消费者的目光,所谓“远看颜色近看花 ,在我们接触某件 物品之前最能吸引人们注意的便是色彩。研究说明,每个消费者扫视超市货架上商品的时 间仅有短短的 0.03 秒,商品的外形、色彩等因素会直接影响

5、消费者对商品的判断。在没仔 细打量一件商品之前,色彩是人最先感受到的信息。人们对色彩的特殊敏感性,决定了色 彩在视觉设计中的重要地位。色彩作为包装设计的重要组成元素之一, 对人们形成最直接、 强烈的视觉冲击的同时, 又能与消费者产生情感上的共鸣。色彩不仅能强化产品的宣传效果,还能吸引消费者对产 品的注意力,从而转化成购置欲。色彩的合理运用,可以令设计作品锦上添花,到达事半 功倍的效果。包装设计带有明确的目的性,是传递品牌印象,产品信息不可或缺的,能与 消费者直接对话进行自我推销。一个成功的包装设计,既离不开好的图形、文字、造型设 计,也不能缺少色彩。色彩与这些因素的相互融合才能产生好的设计。脱

6、离色彩的包装设 计会显得黯淡无光,在现今竞争日益剧烈的商品市场中被同类竞争的商品所淹没。因此色 彩能起到先声夺人的作用。合理的配色能给人留下深刻的印象,甚至能让消费者对产品本 身乃至企业产生好感,提升品牌的形象。在包装设计中色彩带有明确的设计目的,以鲜明的色彩搭配吸引消费者的目光,这时色彩在包装设计中的合理运用显得尤为重要。三、食品包装设计中的色彩随着科技的日益提高,食品包装的用途不再局限于作为保护商品的承载物,而越发趋 向于满足人们内心深处对美的追求。无论是在哪些食品包装设计中,要想让该商品畅销, 不仅商品本身要具有魅力,而且外形设计上也要夺人眼球。然而无论是何种食品包装设计, 都可以借助色

7、彩来提高消费者的购置欲。可口可乐的包装色彩算是经典之一,其包装设计 中运用的红色是向人们传递着品牌的热情与活力。之所以运用红色,除了从色相看起来比 其他颜色突出外,还因为红色能让人感到情绪高昂,属于“诱目性高的配色,让消费者 过目难忘。同时红色还是暖色,具有增进食欲的效果,能激发消费者的热情和对强身健体 的渴望。这种独一无二的经典配色使消费者可以在琳琅满目的商品货架中很容易辨识出来。在设计与食品包装有关的内容时,应注意色彩的搭配要让食品看起来新鲜、美味。在 设计中使用“美味的暖色搭配,可以提高消费者的食欲。如番茄的鲜红色,豌豆的翠绿 色,这些颜色都让人感到食品看起来非常成熟和健康、新鲜,尽管味

8、道不一定可口。对于 同一系列的商品还可以采用不同颜色的系列包装来区分口味,比方相同品牌系列的果汁饮 品,分别用红、黄、绿三色包装以区分番茄、橙子和葡萄的不同香味类型,让消费者无需 解读包装上的文字便一目了然。在食品包装色彩中由于色彩心理的存在,也逐渐形成了色 彩使用的某些规那么。像红色、黄色都是最常被用来做食品包装设计的色彩,其色彩艳丽, 容易让人联想到成熟的果实乃至香气,甚至使人在视觉上产生膨胀的感觉,从而增加商品 的分量感。而黑色很少被用在食品包装中,因为黑色容易让人联想到腐坏的食物,还会让 人产生消极的情绪,因此,极少有食品包装运用黑色。综上所述,掌握色彩心理的规律,在食品包装中把握好色

9、彩心理对食品的营销,对提 升品牌的形象有至关重要的作用。只有合理运用色彩,做到满足消费者心理情感和需求,才有可能在现今这个竞争剧烈的商品市场中立于不败之地。The overview, the color psychologyWe are living in a colorful world, colors like light light up our life. Color is light stimulate an eye of visual perception, also can saying is the product of human visual light reflex. J

10、ohannes? Eaton said: the mother of light color, the color is the child of light. Through visual with light we can see the objects shape and color, in order to gain understanding of the objective world. The beauty of nature, there are all sorts of color, we see, the blue sky, red flowers, green trees

11、, all show us their, prove that color.Colour can let us think of a variety of different things, have strong symbolic, including lenovo and abstract representations, expressed by the color because of the different color images are different. As psychologist marketing consultant Russell? Mr Stein firs

12、t once said: role to play in a hint of color, it is a kind of contains various meanings of the enrichment of the information. Generally such as green, on behalf of the vitality and vigor, perception and blue as the calm, composed and reason. In colors on the practical application, a lot of time is i

13、n accordance with the viewers yulematou maka7 psychological status, or cultural background, can not assert that there will be the samefeeling. In red, for example, for the Chinese, is a symbol of good fortune as one wishes, from the traditional Chinese wedding to homes posted during the Spring Festi

14、val couplet, Chinese for red love. And some countries dont like hot summerwith red, because red with the flame and the colour of the sun, give a person the sense of heat easily.Goethe once: color for a persons heart has a kind of role it stimulates feelings, arouse the exciting, painful, or makepeop

15、le happy mood. Although people of various phase reflects the emotion is different, but the understanding of color changes in temperature is roughly the same. Blue and orange are the two extremely cold and warmcolor, the experimental results show that in two rooms of the changes in temperature, there

16、 will be about 3 degrees body feeling temperature difference, because warm color is easy to fire and the sun, and cool color can let a person easily associated with ice and snow. Warmcolor department and the role of appetite and the food with warm color match an appetite, therefore, in the restauran

17、t or food packaging in order to make food look more delicious many product design USES warm color.Second, the packing and colorAs people living standard is increasing day by day, the wide variety of goods on the market today, commodity packaging comes in forms, beautiful appearance, color has become

18、an indispensable important elements in packaging design. The power of color is very important for the brand, because consumers in the choose and buy goods at the sametime, often with color as the basis of quick select. As consumers can choose past familiar commodity packaging, and ignore to read car

19、efully the commodity information, lead to the shanzhai products. Different color can have different brand connotation, lenovo and message. The meaning of the extensive and colorful, most importantly, they are culturally independent. Some product packaging color will be associated with a specific tas

20、te and quality, such as pink and red usually say sweet, while white and blue means pure and elegant. Green isoften associated with mint flavor or organic manufacturing, and in order to attract consumers to a novelty and improved product or formula, designers often use red and yellow.Packaging design

21、 of the primary purpose is to attract the attention of consumers, the so-called far see color near flower, before we contact someitems can attract most attention is the color. Research has shown that every consumer scan on supermarket shelves commodity only a short time of 0.03 seconds, commodity ap

22、pearance, color and other factors will directly affect the judgment of consumers for goods. Before not peer into a commodity, the color is the first to feel the information. People of color special sensitivity, determines the color in the important position in the visual design.Color as an important

23、 element of the design of the packing, for people to form the most direct, strong visual impact, and can produce emotional resonance with consumers. Color can not only enhance the product publicity, but also can attract the attention of the consumers about the product, and the desire to buy into. Re

24、asonable use of color can make design work, achieve the result of get twice the result with half the effort. Packaging design with a clear purpose, brand image, is indispensable to product information, can speak directly with consumers self-promotion. A successful packaging design, is inseparable fr

25、om good graphics, text, modelling design, also cannot lack of color. Color and the fusion of these factors to produce good design. Out of the packaging design of color can appear dim, in todays increasingly competitive products in the market was flooded by competing goods. So the color can have the

26、effect of synthetic-aperture. Reasonable color boxuelun huayueting1 can give a person leave deep impression, even can let the consumer on the product itself and the enterprise, enhance the brand image. The design of color in packaging design with a clear aim, in bright colours attract the attention

27、of consumers, the reasonable use of color in packaging design is particularly important.Three, food packaging design of colorWith the increasing of science and technology, the purpose of food packaging is no longer limited to the vehicle as a protection commodity, and increasingly tend to satisfy pe

28、ople deep down to the pursuit of beauty. In what food packaging design, to get the goods from the seller, notonly goods itself tohave charm, butalso to take shape design. But whatever the food packaging design, can use color to increase the desire of consumers. Coca-Cola packaging color is one of th

29、e classic, the packaging design of red is used to convey the brand of passion and vitality.Using red, besides from hue than other colors look outstanding, because red can also make a person feel emotional high, belong to the orders lure high color, let consumer memorable. Red or warm color at the sa

30、me time, with the effect of the appetite, can stimulate the consumers enthusiasm and desire for physical fitness. This unique classic color can make consumers in a wide variety of goods shelves are easy to identify.Whenthe content of the design is related to food packaging, should pay attention to c

31、olorific collocation to look fresh and delicious food. Used in the design of delicious warm color is tie-in, can improve the appetite of consumers. Such as bright red tomatoes, green peas, these colors are let a person feel the food looks very mature and healthy, fresh, though not necessarily delicious taste. For thesame series of products can also adopt different color series packaging to differentiate between the taste, the samebrand series of juice drinks, for example, with red, yellow, and green packagin

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