在商品营销活动中,包装是商品留给消费者的第一印象。因此,包装在很大程度上决定了商品能否受到消费者的青睐。然而,在影响包装设计的诸因素中,色彩则是最重要的,倘若色彩搭配或应用不当,将导致消费者对产品形象的认知产生偏差,从而减弱购买欲望,反之,则会美化产品,使产品有较大的增值。本文着重剖析色彩在视觉传达、产品印象的传达、产品性质的传达以及企业形象的传达等方面的价值取向。 In the marketing of goods, packaging is the first impression left by consumers. Therefore, the packaging to a large extent determines whether the product can be consumers. However, the color is the most important factor that influences the packaging design. If the colors are used incorrectly, it will lead consumers to deviate their cognition of the product image and thus weaken the purchasing desire. On the contrary, the product will be beautified, Make products have greater value-added. This article focuses on analyzing the value orientation of color in visual communication, product image communication, product product communication and corporate image communication.