商品包装色彩及照明光源对消费者感知的影响
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千百辉科研基金资助项目(2017-228195)


The Impact of Lighting Source and Commodity Packaging Colors on
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    摘要:

    商品外包装各种色彩及商场照明光源的合理运用是吸引消费者的重要手段。实验模拟了3种商品照明光源(一般照明,重点照明,垂直照明)环境,得到了23名观察者在这3种照明环境下对不同主色调商品外包装主观感受的评价数据,研究了不同色彩的商品外包装在不同照明环境下对人的喜好度、吸引度和舒适度等的影响。研究结果表明:性别对照明环境的喜好度等评价无显著差异;白色的商品包装给人的感觉最好,红色的商品包装用重点照明的方式更好,蓝色的商品包装应避免使用暖黄色灯光照射,黑色的商品包装整体评价较低,黄色和混色的商品包装使用垂直照明方式较好。

    Abstract:

    Various colors of commodity packaging and the rational use of lighting sources in shopping malls are important means to attract consumers. Three scenarios of commodity lighting sources (general lighting, accent lighting, and vertical lighting) were simulated to obtain the evaluation data of 23 observers' subjective feelings on different main color commodity packaging in these three lighting environments. The preference, attractiveness and comfort degree of different outer packaging colors in different lighting environments to consumers were studied. The results showed that gender presented no significant difference in the evaluation of lighting environment. White commodity packaging appealed to people the most, while red commodity packaging went better with accent lighting, and blue commodity packaging should avoid warm yellow lighting. The overall evaluation of black commodity packaging was low, and yellow commodity packaging and mixed color packaging went better with vertical lighting.

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梁 静,孙 亮,霍李江,姚步云,张翊颖.商品包装色彩及照明光源对消费者感知的影响[J].包装学报,2018,10(4):1-7.

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  • 收稿日期:2018-05-07
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  • 在线发布日期: 2018-09-30
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