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色彩在商品包装中具有强烈的视觉传达效果,目的是正确传达商品信息、吸引受众的注意力和刺激消费者的购买欲,创造商品的附加值,促进企业的盈利。色彩视错觉是广大受众共同拥有的知觉现象,在某些情况下会造成人对物体产生错觉,产生视觉传达的障碍。但是在包装中,如果能合理巧妙地运用色彩视错觉效应,将会使包装更加引人入胜,达到视觉的最佳效果。本文在论述色彩视错觉效应对商品销售重要性的基础上,从色彩的对比错觉效应、无彩色视错觉效应和色彩的心理错觉效应等三个方面介绍了在产品包装设计中的运用。
Color in the packaging of goods with a strong visual communication effect, the purpose is to correctly convey the product information to attract the attention of the audience and stimulate consumer buying desire to create added value of goods and promote business profitability. Color illusion is the common perception of the majority of audiences, in some cases will cause people illusion of objects, resulting in visual communication barriers. However, in the packaging, if the rational use of color illusion effect, will make packaging more attractive, to achieve the best visual effects. Based on the importance of color visual illusion effect on the sale of goods, this paper introduces the application in product packaging design from three aspects: color contrast illusion effect, achromatic illusion effect and color psychological illusion effect.