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1、-食品类包装设计色彩表现与创新探究目 录中文摘要1英文摘要2第一章 绪论41.1 研究背景41.2 研究目的51.3 研究意义5第二章包装设计色彩概述62.1包装的含义与功能62.2包装设计色彩的定义72.3包装设计色彩的现状72.4色彩对消费者的心理和生理影响8第三章 包装设计色彩的功能93.1 视觉传达功能93.2味觉传达功能103.3个性传达功能113.4文化传达功能11第四章 食品包装设计的色彩表现原则与方式124.1色彩表现原则124.1.1识别性原则124.1.2 简洁性原则124.1.3 象征性原则134.1.4 情感性原则134.1.5 流行性原则144.2色彩设计的对应方式1
2、44.3 色彩设计的比照方式154.3.1 色彩深浅的比照方式154.3.2 色彩轻重的比照方式164.3.3 色彩点面的比照方式16第五章 食品包装设计色彩的创新与开展165.1流行色与创新意识165.2设计意识与主题意旨185.3 以人为本的色彩创新设计185.4 以情为寄的色彩创新设计195.5 以意为境的色彩创新设计205.6食品包装色彩设计的开展趋势235.6.1注重民族文化的融入235.6.2注重包装色彩人性化的设计24结语26参考文献27摘 要食品包装设计的第一要素就是色彩设计，所谓远看颜色近看花，足以突出了色彩设计的重要地位。一切从实际出发，以人为本，以产品的使用与销售为目的，
3、创造更为舒适、美观的产品包装设计，而在食品包装设计领域中的色彩设计作为产品整体形象设计的关键环节，能够使商品更具有美感，从视觉注意力上吸引消费者，使他们在购置商品的过程中不仅能感受到产品的品质与效劳，还能获得美的享受。产品的外包装设计的好坏直接影响着产品能否卖的出去，也决定着产品能否卖到好的价钱。无论何种包装的色彩设计，都应该从深入了解产品销售和消费对象的特殊要求与爱好入手，了解地域文化和消费对象的差异,熟悉人们的色彩需求心理，在灵活运用掌握了色彩的一般规律的根底上，才能创造出好的包装设计色彩，只有设计出适合的包装色彩，才能使商品具有识别作用和促销作用，才能创造出商品的独特个性和色彩语言。随着
4、现代科学与市场经济的不断开展，我国近年来，对包装色彩的功能及其应用也变得越来越重视，包装的种类与形式也越来越科学及多样化、多元化。人们把色彩的科学性、功能性和实用性的目的有机地结合起来，共同完成当今包装设计的形象设计与推介，同样市场的变化与开展同时对设计师也提出了更高的专业要求。 设计食品包装的过程中，如果只是固守于传统的思维模式，就只能设计出那些没有创意、没有想象力的包装作品。商品销售的策略中认为：人人都有本能的求奇心理，个性往往能满足消费者潜在的心理需求，则如何探究食品包装设计的色彩表达方式，创造包装色彩的个性，已成为当今设计师的使命与责任。目前食品包装色彩普遍缺乏个性，本文利用食品包装色
5、彩对人们心理与生理的影响，大胆前瞻地探索色彩的表现与创新规律，从更广阔的开展空间上去研究食品包装的色彩设计，使得食品包装色彩设计的意义与语言具有更为丰富的容，从多种途径出发，找到更有新意、更适合时代要求的色彩表现形式，塑造独特而充满个性的食品包装形象。希望通过本文对食品包装设计的色彩的研究，对今后的食品包装设计在色彩方面能起到抛砖引玉的作用。关键词： 食品包装 色彩设计 表现 个性 ABSTRACTIn food packaging design, color is the first element,as the saying goes From a distance, color, loo
6、k at the past flower refers to the color of the importance of design. Proceed from reality, people-oriented, to the use of the product and sales for the purpose of creating a more fortable, beautiful and product packaging design. Color element in the design is an important part of the image of the e
7、ntire product design, it can not only beautify the modity, cause consumers visual attention, so that they can not only feel the quality of products and services in the purchasing process, also get the joy of beauty.The quality of the product packaging design has a direct impact on the ability to sel
8、l out, and the products can be sold for a good price. Regardless of the color design of the packaging, should start from the understanding of the special requirements of the productsale and consumption of objects and hobbies, understand the geographical and cultural differences and consumer objects,
9、 familiar with the psychological needs of people of color, based on the fle*ible use of master of the general laws of color, in order to create the color of good packaging design. only design suitable packaging color, In order to make the modities to identify the role and promotion of the role, to c
10、reate a unique personality and colorful language of the goods. With the continuous development of modern science and the market economy, China in recent years, Function of the packaging color and its application has bee more and more attention, types and forms of packing more and more scientific and
11、 diversification, diversification.Color science, functional and practical purpose of organically bined, together to plete the design and promotion of the image of todays packaging design, changes in the market and development at the same time the designer also put forward higher professional require
12、ments.In the food packaging design, if the design according to the conventional way of thinking, the packaging design may be a lack of imagination and creativity. Merchandising strategy that everyone has the instinct and strange psychological, personality can often meet the consumers potential psych
13、ological needs, so how do you e*plore the color of the food packaging design e*pression, create packaging color personality, already bee the mission and responsibility of todays designers. Now the food packaging color a general lack of personality, In this paper, food packaging color on peoples mental and physical, bold and forward-looking to e*plore the performance of the c
