| 摘要: |
| 以产品色彩逐渐显现出塑造品牌形象的最有效优势为启示， 将产品色彩基于品牌形象构建的前提下进行全面剖析， 研究分析了影响产品色彩的诸多因素， 进而分析了借由产品色彩塑造企业品牌形象设计的可行性。在此基础上， 提出了解决品牌建设所面临产品同质化严重、 品牌恶性竞争、 消费者日益增长的感性需求困境问题， 最有效的途径就是加强产品色彩诸因素对构建品牌形象核心竞争力的作用。 |
| 关键词: 产品色彩 品牌形象 产品形象 |
| DOI： |
| 分类号:TB472 |
| 基金项目:孔雪清 （1978-）， 女， 郑州人， 硕士， 河南工业大学讲师， 主要从事产品设计与色彩设计的教学与研究。 |
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| Comprehensive Analysis of Influencing Factors of Product Color Design in Brand Image Construction |
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KONG Xue-qing
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Henan University of Technology，Zhengzhou 450052，China
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| Abstract: |
| Taking the product color gradually showing the most effective advantages of the shaping the brand image as enlightenment, it comprehensively analyzed the product color based on brand image construction, researched many factors that would affect product color, and further analyzed by shaping the brand image of product color design is feasible. On this basis, problems raised that brand building facing serious product homogeneity, the brand of vicious competition, consumer demand increasing emotional distress, the most effective way is to strengthen various factors for product color to construct the core competence of brand image. |
| Key words: product color brand image product image |
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