探析品牌价值塑造过程中色彩建构方法及其应用规律

摘要

Clever use of color is a shortcut to form the brand value. In Britain and the United States, the research results from the aspects are of the world's leading, and they have been able to use color to make control of some business practices and results. The successful story in effect of color in brand shaping is much. The use of color pays more attention to its decorative function, and the use of color function is less. Through analyzing the function and construction method of brand color, the paper summarizes the general rules that color application follows in shaping of brand value, hoping to provide reference for enterprise.%巧妙的利用色彩是迅速形成品牌价值的捷径,在英国和美国这方面的研究成果世界领先,他们已经可以利用色彩进行一些商业行为和结果的控制,对于色彩在品牌塑造中的作用更是有太多的成果案例,但国内对于色彩的应用大多还只是放大了其装饰性的需求,而对于色彩能效的进一步挖掘还处在摸索前进的阶段.本文旨在通过对品牌色彩的功能和构建方法进行分析,总结了在品牌价值的塑造过程中色彩应用其应遵循的一般规律,以期帮助企业实现其品牌的色彩战略提供参考.