包装设计不仅为了保护商品,也作为视觉传达设计传递商品信息和促进销售。包装设计有形状、质感和色彩等基本元素,其中,色彩具有强烈的视觉冲击力和情感诉求,是包装设计的重要视觉要素。本文重点阐述了色彩的情感因素、色彩特性及在包装设计中色彩的运用。 Packaging is designed not only for the protection of goods, but also as a visual communication design to deliver product information and promote sales. Packaging design has the basic elements of shape, texture and color, of which color has a strong visual impact and emotional appeal, packaging design is an important visual element. This article focuses on the emotional factors of color, color characteristics and the use of color in packaging design.