对化妆品包装设计的色彩运用探析

发布时间：2018-02-28 14:34

本文关键词： 色彩化妆品设计探索　出处：《青岛大学》2017年硕士论文　论文类型：学位论文

【摘要】：全球一体化下我国化妆品产业开始面对全球市场的竞争,本土化妆品品牌开始注重自身特色、个性甚至地域化的凸显。化妆品的设计被我国化妆品企业越来越重视,化妆品色彩的运用研究越来越多。色彩在设计中是一柄利器,因为色彩可以传递主要信息、色彩具有说服力、色彩可以改变人们的感受、可以激发人们的情感。色彩无论是鲜亮还是黯淡,单一还是复杂,都会引起受众对其产生生理上或者心理上的反应。在化妆品的设计当中,色彩是设计师可以借助的一个重要元素,化妆品设计师通过不同色彩的运用,凸显化妆品的内涵,让消费者通过包装设计中的色彩,感受到产品所要传递的内在信息。本文是以色彩在我国化妆品包装设计中的情感表达为研究对象。首先分析了我国国内化妆品的色彩表现形式,目前国内化妆品所流行的色系,比如绿色、中国红、土豪金、糖衣色等等。然后,对色彩在化妆品包装设计中的审美定位和视觉心理进行诠释,对色彩在化妆品中的表现形态进行了分析。最后,文章以YSL化妆品的设计为例,通过对色彩及其情感的应对性、化妆品中色彩情感的诉求等基础理论的研究和对适合化妆品色彩表达的实例分析,最终得出本文对色彩在化妆品设计中情感表达给出自己的见解。
[Abstract]:Under the global integration, the cosmetics industry of our country begins to face the competition of the global market, the local cosmetics brand begins to pay attention to its own characteristic, the individuality even the regionalization prominent. The cosmetics design is paid more and more attention by our country cosmetics enterprise. There are more and more studies on the use of cosmetics color. Color is a sharp weapon in design, because color can convey the main information, color is persuasive, and color can change people's feelings. Can stimulate people's feelings. Color, whether bright or dim, single or complex, will cause the audience to produce a physical or psychological response. In the design of cosmetics, Color is an important element that designers can help with. Cosmetic designers use different colors to highlight the connotation of cosmetics, so that consumers can use colors in packaging design. This paper studies the expression of color in the packaging design of cosmetics in China. First of all, it analyzes the forms of color expression of cosmetics in China, and the popular color system of cosmetics in China at present. Such as green, Chinese red, Tuhao gold, sugar-coated color, etc. Then, the aesthetic orientation and visual psychology of color in cosmetic packaging design are interpreted, and the expression form of color in cosmetics is analyzed. This paper takes the design of YSL cosmetics as an example, through the research of the basic theory of color and its emotion, the appeal of color emotion in cosmetics, and the case analysis of color expression suitable for cosmetics. Finally, this paper gives my own opinion on color expression in cosmetics design.
【学位授予单位】：青岛大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：TB482

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