色彩是设计中视觉冲击力和艺术感染力最强的元素之一,色彩的巧妙运用在包装设计中起到事半功倍的效果,能影响人的感知、记忆、联想、想象等心理反应,加之民族、地域、文化、宗教等因素的不同影响,色彩认知的差异性使得事物的固有色彩被人为的赋予了民族精神的诉求和审美程式的意味。 Color is one of the strongest visual impact factors and artistic appeal elements in the design. The clever use of colors plays a multiplier effect in packaging design, which can affect people’s psychological reactions such as perception, memory, association and imagination, Regional, cultural, religious and other factors of different influences, the difference of color cognition makes the inherent color of things is artificially given the appeal of national spirit and aesthetic means.