浅析中国传统色彩在企业VI设计中的运用
摘 要
本文以中国传统色彩在企业名称或品牌字体个性化的视觉表现形式设计运用为切入点，以如何取得中国传统色彩与企业VI中兼容并蓄展开论述，分析了传统色彩与企业VI关联性，传统色彩是美感中最普遍的形式，极易引起人的情感反应与变化。现在许多产品的包装设计多采用传统的色彩编排设计。在我国的传统文化中，由于受戏剧、脸谱、民间木版年画等的色彩以及本民族审美观的影响，传统包装的用色大多使用暖色系列中的红色、橙色、黄色。其中红色用得最多，人民群众喜爱红色，红是火的色彩，热情奔放，象征喜庆、幸福、吉祥、红色使传统包装以鲜艳夺目取胜。而企业VI则是以标志、标准字、标准色为核心展开的完整的、系统的视觉表达体系。将上述的企业理念、企业文化、服务内容、企业规范等抽象概念转换为具体记忆和可识别的形象符号，从而塑造出排他性的企业形象。如何将中国传统色彩运用到企业VI设计将是本文探讨的方向。
【关键词】VI设计；传统色彩；企业
Abstract
In this paper, the traditional Chinese color of the font in a business name or brand of personalized design using visual manifestation as an entry point to the traditional Chinese colors and how to obtain the inclusive start on enterprise VI analyzes the traditional colors and enterprise VI relevance, is the traditional color the most common form of beauty , can easily cause people ‘s emotional reactions and changes. Many product packaging design and more traditional color layout design . In China’s traditional culture, due to the impact of color in theater, mask , folk woodcut New Year pictures , etc. as well as the national aesthetic , traditional packaging with the use of warm colors in the series are mostly red , orange, yellow. The red with the most , the people loved the red , red is the color of fire , passionate , a symbol of joy, happiness, good fortune , packed with colorful traditional red win . The enterprise is based on visual expression system VI logo, standard characters, standard color is the core of expanded complete system. The above corporate philosophy , corporate culture , services , business norms converted into specific memory abstraction and recognizable image of the symbol , thus shaping the exclusive corporate image. How will China use of color to the traditional enterprise VI design will be discussed in this paper orientation.
【Keywords】VI Design；Traditional colors；Enterprise
目录
（三）、传统色彩在包装设计中的运用对人们心理产生的相关效应分析
