色彩是人类认识事物的第一印象。文章针对在市场经济与当代新文化时代,消费群体对生存环境、生活质量的要求日趋提高,对色彩设计的要求也越来越高的情形,研究色彩设计在满足消费者的精神层面需求、优化产品视觉语言、提高产品使用效率以及引领健康生活等方面新的价值取向。 Color is the first impression of human understanding of things. In the era of market economy and contemporary new culture, consumer groups are increasingly demanding living environment and quality of life, and the requirements for color design are also getting higher and higher. The paper studies how color design can meet consumers’ spiritual needs and optimize Product visual language, improve product use efficiency and lead healthy living new value orientation.