| In recent years, as China's economic development, national income continued to increase, improve the quality of life, beverages have become part of everyday life, while the beverage market continued expansion, the domestic beverage market is in "let a hundred schools of thought contend." the intense competition. But the fierce market competition, giving consumers greater choice. In a sense, the difference is the brand image of the product itself attributes to replace the traditional differences in market competition as a response to the strategies and means of homogenization, the color is very effective in its visual appeal, low cost, good at dealing with goods " differentiation, "which is renewed emphasis on business and businessmen, color with multiple, complex personality, and profound use of color features, you can enable enterprises to more productive marketing activities.Currently, the color design of beverages on the market rich and varied, but to really take into account color, product, consumer relationship between the three was not much, most of the drinks business with a foreign country, directly or indirectly related to beverage type of color design, or Considering only the taste of drinks, and not a good combination of brand concept and consumer psychological preferences, which became the current domestic beverage brand, especially the new brand can not be strong position in the market to ensure that one of the reasons.This article based on a survey of consumers of beverages, examples of brand image as the color design, brand image as the three aspects of color communication, to elaborate the brand image as the color semantics. Framework are as follows, first, to understand the consumer for the color, taste, packaging preferences, through the research target group for the master brand loyalty and consumer psychology dynamic, can be implemented according to the actual color of publicity. Second, by Bisi case of collagen to order fruit drinks under the brand positioning to draw the color design ideas. Finally, describes how the color transmission to the product itself, product packaging, personnel clothing, environment settings, store decoration coupled with the appropriate color, high emotion of the commodity, as a bridge of communication with consumers, and "people-Color-Commodities "unity. I hope this analysis, elaborated, sorting out the color of the beverage industry design knowledge, to the domestic beverage industry brand image color design to provide some useful information in the future. |
