作为视觉传播符号的吉祥物应重点考究色彩传播语言,从而更好的提高企业注意率,刺激带动消费,为企业建立积极健康的形象等。吉祥物从充当虚拟代言人的本质角色出发,其配色应受到受众、企业、社会等类别群体心理的共同制约。本文将目标群众分开来谈,合理而精巧的配色会使吉祥物更好地传达其完整形象。 As a symbol of visual communication mascot should focus elegant color communication language, so as to better improve business awareness, stimulate consumer spending, establish a positive and healthy corporate image. Starting from the essential role of the virtual mascot, the mascot should be subject to the common psychological constraints of the audiences, enterprises, and social groups. This article will target the people to talk about separately, reasonable and sophisticated color mascot will be able to better convey its complete image.