Abstract
This study aims to explore that in contemporary product packaging design, emotional colour, as an important means of conveying emotions visually, can stimulate consumers' emotional resonance and enhance the attractiveness of product packaging. Through the analysis of the association of different colours in the consumer's psychology, combined with the design of pattern elements, the product packaging is more personalized and emotional characteristics. Reasonable use of emotional colour and pattern elements in product packaging design can effectively enhance product brand awareness and consumer purchase intention. In order to achieve the objective object of the product a transcendence and enhancement, so as to give the product itself a richer emotional value, enhance the competitiveness of the product market, for product promotion and marketing provides a new perspective and strategy.
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