摘要
食品包装在日趋激烈的市场竞争中,不再只是简单地承担着最基本的保护功能,更是直接影响到消费者购买的判断。色彩心理学与食品包装设计紧密相关,色彩作为食品包装最直接的视觉要素,承载对于色彩情感表达,影响着消费者的消费情绪、生理感知、心理联想、文化认知和消费行为。色彩心理学通过联觉同感传递食品口味信息,适配不同消费群体需求,对食品包装设计影响变得越来越显著。通过对色彩心理的深入剖析探讨食品包装色彩对于消费者的品牌记忆和购买决策的影响。
In the increasingly fierce market competition,food packaging no longer merely serves the most basic protective function;it directly influences consumers'purchasing decisions.Color psychology is closely related to food packaging design.As the most direct visual element of food packaging,color conveys emotional expressions,affecting consumers'consumption moods,physiological perceptions,psychological associations,cultural cognition,and purchasing behaviors.Color psychology conveys food taste information through synesthetic empathy,catering to the needs of different consumer groups,and its impact on food packaging design is becoming increasingly significant.Through in-depth analysis of color psychology,this paper explores the influence of food packaging color on consumers'brand memory and purchasing decisions.
作者
袁竞超
YUAN Jingchao(Guangzhou Huali College,Guangzhou 511300,China)
关键词
色彩心理学
食品包装
包装设计
color psychology
food packaging
packaging design
