企业靠色彩来展示品牌文化、精神价值和服务理念,色彩是企业形象的第一印象,是企业的门脸,在品牌形象的塑造中占据举足轻重地位。本文通过对色彩功能的研究让我们了解色彩对品牌形象塑造的重要作用,结合陕西西凤酒这一地域品牌,分析了色彩是如服务何企业文化,展示企业理念,宣传企业品牌的。通过此次研究让我们学会用运用色彩,学会发现色彩与品牌的微妙关系从而找出最最普遍的规律,让我们学会用规律设计出更加优秀更加趋于完美的作品,为以后进行品牌形象设计提供理论支撑。 Enterprises rely on color to show the brand culture, spiritual values ​​and service concept, color is the first impression of corporate image, is the face of the enterprise, in the shape of the brand image occupy a pivotal position. Through the study of color function, let us understand the important role of color in shaping brand image. Combining with the brand of Shaanxi Xifengjiu, this paper analyzes how color is like serving corporate culture, displaying corporate philosophy and promoting corporate brand. Through this study, let us learn to use the color, learn to find the subtle relationship between color and brand in order to find the most common law, let us learn to use the law to design a more excellent and more perfect works for the future brand image design Provide theoretical support.