色彩审美规律在化妆品包装视觉表现中的应用分析

doi:10.3969/j.issn.1001-1803.2022.05.016

摘要/Abstract

摘要：

为了提升化妆品包装的视觉效果,激发消费者购买欲望,分析了色彩审美规律在化妆品包装视觉表现中的应用,以提高品牌吸引力。化妆品包装色彩的运用可美化产品、增加产品的辨识度、辅助消费者做出购买决策,在市场调研中影响消费者对化妆品包装色彩喜好的主要原因为年龄、性别以及地域3个方面,结合调研结果与现有化妆品包装,分析受各原因影响的消费者心理特点与需求,利用所分析结果,通过打动人心的配色、经典单一形象的塑造、另类色彩以及功能性实现化妆品包装视觉,为消费者提供视觉新鲜感并吸引消费者眼球,提升品牌形象和市场认知度,推动消费者产生购买欲望,体现品牌市场竞争力。

关键词: 色彩规律, 化妆品包装, 视觉, 配色设计, 消费者

Abstract:

Most of the cosmetic products in our country imitate foreign brands in packaging and image, so it is difficult to create personalized image. More and more enterprises have realized that besides the quality and price of cosmetics, the design of color emotion has become an indispensable factor in the cosmetics market. Good color emotion can better expand the cosmetics market and bring more users. In order to enhance the visual effect of cosmetic packaging, and stimulate consumer's consumption desire, this paper analyzed the application of color aesthetic law in cosmetic packaging visual performance. In the first chapter, we studied the color aesthetic law and its importance in the visual performance of cosmetic packaging. The main factors influencing the consumers' preference for the color of cosmetic packaging are age, gender and region. Based on the research results and the existing cosmetic packaging, the psychological characteristics and demands of consumers affected by various factors are analyzed. The function of color rules in the visual performance of cosmetic packaging is analyzed. The application of cosmetic packaging color can beautify products, increase product identification and assist consumers to make purchase decisions. Based on the analysis results, the color design scheme of cosmetic packaging visual performance is studied. Through touching color matching, shaping a single classic image molding, alternative colors and functionality, it can achieve cosmetic packaging vision, provide consumers with visual freshness and attract consumers' attention. Color in modern cosmetic packaging design can not only transfer information, decorate and beautify the role, but also be more accurate in the process of conveying information. It can be the smallest cost or low cost to obtain the highest added value. Grasping the psychological characteristics of the consumer groups, and giving consumers the feeling of direct management from the perspective of color, make consumers have more loyalty to the cosmetics brand. It can enhance the brand image and market awareness, promote consumers' consumption desire, and reflect the brand market competitiveness.

Key words: color law, cosmetic packaging, vision, color matching design, consumer

中图分类号:

TQ658

文静子. 色彩审美规律在化妆品包装视觉表现中的应用分析[J]. 日用化学工业, 2022, 52(5): 566-571.

Wen Jingzi. Analysis on the application of color aesthetic law in cosmetic packaging vision[J]. China Surfactant Detergent & Cosmetics, 2022, 52(5): 566-571.

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影响原因	年龄	性别	地域	从众心理	其它原因
累积票数/票	92	79	63	35	23
所占比例/%	61.3	52.7	42.0	23.3	15.3

色彩选项	白色	绿色	蓝色	黄色	红色	紫色	其他颜色
累积票数/票	91	88	79	52	11	9	21
所占比例/%	60.7	58.7	52.7	34.7	7.3	6.0	14.0