摘要
目的 探讨食品包装设计中色彩运用的方法,为设计师优化食品包装设计提供更多的思路,使食品设计更独特,进而有效吸引更多消费者的购买欲望,增加产品的销售量。方法 利用案例研究法,以麦当劳、金顺昌和农夫山泉为简单案例,从色彩元素在食品包装设计中的功能入手,对食品包装设计中有效运用色彩元素的六个方面的策略展开了论述。结论 在食品包装设计中运用色彩元素,就要注意整体协调性和象征性的运用,充分利用色彩的搭配与冲突提升食品包装设计的视觉冲击力,充分考虑色彩的情感性表达在食品包装设计中的应用,充分发挥传统文化在食品包装色彩设计中的作用,将色彩与食品的产品内涵结合起来进行设计。
To explore the methods of color application in food packaging design,provide more ideas for designers to optimize food packaging design,make food design more unique,and effectively attract more consumers'purchasing de-sires,increasing product sales.Using case study method,taking McDonald's,Jinshunchang,and Nongfu Spring as simple cases,starting from the function of color elements in food packaging design,this paper discusses six strategies for effec-tively using color elements in food packaging design.When using color in food packaging design,it is necessary to pay attention to the overall coordination of color elements in food packaging design,fully consider the symbolic use of color in food packaging design,fully utilize color combinations and conflicts to enhance the visual impact of food packaging design,fully consider the emotional expression of color in food packaging design,and fully leverage the role of traditional culture in food packaging color design,Design by combining color with the product connotation of food.
作者
廖晶
吕耀华
LIAO Jing;LYU Yaohua(Shanxi Forestry Vocational and Technical College,Taiyuan 030009,China)
出处
《包装工程》
北大核心
2025年第2期421-423,461,共4页
Packaging Engineering
关键词
食品包装设计
色彩运用
色彩搭配
情感性
Food packaging design
Color application
Color matching
Emotionality
