摘要色彩在包装设计中占有特别重要的地位。

在竞争激烈的商品市场上，要使商品具有明显区别于其他产品的视觉特征，更富有诱惑消费者的魅力，刺激和引导消费，以及增强人们对品牌的记忆，这都离不开色彩的设计与运用。

包装色彩的设计手法，则要求以其简单的线条、生动的个性人物、搭配合理的色彩等给消费者留下深刻的印象。

为了更准确地掌握不同种类商品包装色彩设计的不同要求，我们可以将生活消费品划分为三大类别，分别提出色彩设计的具体要求：第一类，奢侈品。

如化妆品中的高档香水、香皂以及女性用服饰品等；男性用如香烟、酒类、高级糖果、巧克力、异国情调名贵特产等。

这种商品特别要求独特的个性，色彩设计需要具有特殊的气氛感和高价、名贵感。

第二类，日常生活所需的食品，例如罐头、饼干、调味品、咖啡、红茶等。

这类商品包装的色彩设计应具备两点特征：（1）引起消费者的食欲感；（2）要刻意突出产品形象，如矿泉水包装采用天蓝色，暗示凉爽和清纯，并用全透明的塑料瓶，充分显示产品的特征。

目前国内这一类型的产品以广东的食品、饮料、矿泉水等较为成功。

第三类，大众化商品，如中低档化妆品、香皂、卫生防护用品等。

这类商品定位于大众化市场，其包装色彩设计要求：（1）要显示出易于亲近的气氛感；（2）要表现出商品的优质感；（3）能使消费者在短时间内辨别出该品牌。

关键词色彩包装色彩设计色彩设计基础视觉特征AbstractColor in packaging design occupies an important role. In the fierce competition in the market, to make the goods with obvious difference in visual features, the other products more rich tempt consumers charm, stimulate and guide consumption, and strengthen the memory of brand, without colorific design and application.Packaging design, the design methods for its simple lines, lively personality, reasonable collocation of colour to the consumer impressed. In order to accurately grasp the different kinds of different commodity packaging color design requirements, we can be divided into three categories of consumer goods are put forward, color design requirements:The first kind, luxury. If the high-grade perfume, cosmetics soap and women use garment; etc. Men with such as cigarette, wine, senior sweets, chocolate, rare and exotic emotional appeal. This special requirement unique individual character, color design has special atmosphere and high, rare. E.g. cosmetics, high-grade perfume or mysterious charmSecond, the daily life of canned foods, such as needed, biscuits, spices, coffee, tea, etc. This kind of commodity packaging color design should have two characteristics: (1) the appetite of consumers, (2) for outstanding product image, such as water, implied by sky-blue packed with cool and pure, transparent plastic bottles, fully displays the characteristics of the products. At present domestic this type of products in guangdong food, drink, mineral water relatively successful.The third kind, popular commodities, such as cheap soap, cosmetics, health protection products, etc. For this kind of commodity market, its mass located in packaging color design requirements: (1) to show the intimate atmosphere, (2) should show commodity quality sense, (3)can make consumers identify within short time the brand.Key words Color packaging color design the color design basis for packaging visual features摘要 (I)Abstract (II)第1章绪论................................................................................................................................ １1.1选题意义....................................................................................................................... １1.2色彩对人的影响 ........................................................................................................... ３1.3 色彩的含义.................................................................................................................. ５1.4 本文主要研究内容 ...................................................................................................... ６1.5 本文结构...................................................................................................................... ７第二章色彩对包装的意义 ........................................................................................................ ８2.1 概述.............................................................................................................................. ８2.2 色彩对包装的意义 ...................................................................................................... ９2.2.1 包装设计中的色调问题 .......................................................................................... ９2.2.2 包装设计中的色彩倾向 .......................................................................................... ９１．与品牌色一致的色彩倾向 .................................................................................. ９２．与产品一致的色彩倾向 .................................................................................. １０3.与原料一致的色彩倾向 ...................................................................................... １０4.色彩醒目的包装设计 .......................................................................................... １０5.色彩协调统一的包装设计 .................................................................................. １０6.满足受众色彩接受度包装设计 .......................................................................... １０7.适合展示的色彩，能满足宣传效果的包装色彩设计 ...................................... １０8、满足受众情感心理的包装色彩设计 ................................................................ １０9、色彩表情 ............................................................................................................ １１2.2.3包装设计中色彩的联想 ....................................................................................... １３1．色彩具体联想 .................................................................................................... １３2．色彩的抽象联想 ................................................................................................ １３3．色彩联觉 ............................................................................................................ １４4.色彩象征.............................................................................................................. １４2.2.4色彩在包装中的意义 ........................................................................................... １４第三章色彩在包装设计中的成功实例 ................................................................................ １５1.白色与黄色.................................................................................................................. １５2.红色与白色.................................................................................................................. １５3.梦幻的紫色.................................................................................................................. １５4.蓝、红、绿.................................................................................................................. １５结论........................................................................................................................................ １６参考文献.................................................................................................................................. １７致谢.......................................................................................................................................... １８第1章绪论1.1选题意义品牌包装设计应从商标、图案、色彩、造型、材料等构成要素入手，在考虑商品特性的基础上，遵循品牌设计的一些基本原则，如：保护商品、美化商品、方便使用等，使各项设计要素协调搭配，相得益彰，以取得最佳的包装设计方案。