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色彩是商品的重要组成部分,是商品最直接的外观,给消费者最直观的印象。由于人们受地理环境、民情风俗、思维方式、宗教信仰、民族心理以及认知能力、审美意识和社会认同水准等因素的影响,各种颜色对于不同民族的人而言,在视觉和心理上所引发的联想和象征意义也不尽相同。由此产生了东西方文化在颜色的社会内涵和消费者由此产生的联想的差异,基于商品色彩的东西方差异,本文以美国消费者的色彩审美心理为例,讨论出口商品的色彩一定要符合美国消费者的文化与审美观。
Color is an important part of the product is the most direct appearance of the product, giving consumers the most intuitive impression. Because people are influenced by such factors as geographical environment, customs, modes of thinking, religious beliefs, national psychology and cognitive abilities, aesthetic awareness and social recognition standards, people of different nationalities in terms of color and color are visually and psychologically Triggered by the association and symbolic meaning is not the same. As a result, the social connotation of the eastern and western cultures in color and the associations caused by the consumers are different. Based on the differences between East and West based on the color of the products, this article takes the color aesthetic psychology of the American consumers as an example to discuss the color of the exported products In line with the American consumer culture and aesthetics.