摘要
随着食品市场竞争日益激烈，包装设计作为影响消费者购买决策的重要因素，其色彩搭配在激发食欲方面的作用愈发受到关注。本研究旨在探讨不同色彩搭配对食品包装视觉吸引力及食欲激发的潜在机制，通过实验设计验证色彩与食品感知之间的关联性。研究采用问卷调查与眼动追踪相结合的方法，选取了120名参与者，针对甜品、咸味零食和健康食品三大类别的包装进行测试。结果表明，暖色调（如红色和橙色）显著增强了甜品的吸引力，而冷色调（如蓝色和绿色）则更适用于健康食品的包装设计。此外，对比度较高的色彩组合能够有效吸引消费者的注意力并延长注视时间，从而间接提升食欲。本研究创新性地引入眼动追踪技术以量化消费者对色彩搭配的即时反应，并结合心理学理论揭示色彩搭配对食品感知的具体作用路径。研究表明，合理运用色彩搭配不仅能够强化品牌形象，还能直接促进消费者的购买意愿。这一发现为食品包装设计提供了科学依据，同时为相关领域的研究拓展了新的视角。
关键词：食品包装；色彩搭配；食欲激发；眼动追踪；消费者注意力
Abstract
As food market competition becomes increasingly intense, packaging design, as a critical factor influencing consumer purchasing decisions, has drawn growing attention to the role of color combinations in stimulating appetite. This study aims to explore the potential mechanisms by which different color combinations affect the visual appeal of food packaging and the stimulation of appetite, verifying the association between color and food perception through experimental design. By combining questionnaire surveys with eye-tracking technology, this research involved 120 participants to evaluate packaging designs across three major food categories: desserts, savory snacks, and health foods. The results indicate that warm tones, such as red and orange, significantly enhance the attractiveness of dessert packaging, whereas cool tones, like blue and green, are more suitable for health food packaging. Additionally, high-contrast color combinations effectively capture consumer attention and increase gaze duration, indirectly enhancing appetite. This study innovatively incorporates eye-tracking technology to quantify consumers' immediate responses to color combinations and integrates psychological theories to reveal the specific pathways by which color combinations influence food perception. The findings demonstrate that the strategic use of color combinations not only strengthens brand image but also directly promotes consumer purchase intention. This discovery provides scientific evidence for food packaging design and expands new perspectives for related research fields.
Keywords：Food Packaging; Color Combination; Appetite Stimulation; Eye Movement Tracking; Consumer Attention
目 录
摘要 I
Abstract II
引言 1
一、色彩与食欲的心理关联研究 1
(一) 色彩感知的基本原理 1
(二) 食欲激发的心理机制 2
(三) 色彩对食品认知的影响 2
二、食品包装设计中的色彩搭配原则 3
(一) 色彩搭配的视觉和谐性 3
(二) 不同食品类型的色彩偏好 3
(三) 文化背景下的色彩象征意义 4
三、色彩搭配在实际包装中的应用分析 4
(一) 包装色彩与品牌定位的关系 4
(二) 消费者对包装色彩的情感反应 5
(三) 成功案例的色彩策略解析 5
四、色彩搭配优化的设计方法探讨 6
(一) 数据驱动的色彩选择方法 6
(二) 用户测试与反馈机制 6
(三) 未来趋势与创新方向 7
结 论 8
参考文献 9
