随着越来越多的人追求消费的个性化,企业开始重视品牌个性的构建。以往对色彩的研究认为色彩会使消费者产生联想,对消费者的品牌认知产生重要影响。色彩对消费者也具有唤起作用,会促使消费者产生有关色彩个性特征的联想,当色彩的刺激由品牌提供时,消费者会认为该品牌具有色彩联想的个性,并且消费者偏好这一色彩时就会对该品牌产生偏好。企业要通过色彩的运用来构建品牌个性,首先应明确品牌的个性定位,此外还要对目标消费群体的色彩偏好进行调研分析,然后根据调研的结果运用色彩强化品牌个性,构建企业期望的品牌形象。 As more and more people pursue the personalization of consumption, enterprises begin to attach importance to the building of brand personality. In the past, research on color thought that color would make consumers associate and have an important influence on consumers’ brand recognition. Color also has an evoking effect on consumers, prompting consumers to produce associations about the characteristics of color. When color stimuli are provided by a brand, consumers perceive the brand as having the personality of a color association, and consumers prefer this color It will have a preference for the brand. Enterprises should construct the brand personality through the use of color. Firstly, the brand’s personality orientation should be clarified. In addition, the color preference of target consumers should be investigated and analyzed. Based on the research results, the brand image .