现代社会是物质丰富,充满竞争的市场经济社会。市场经济的发展,物资的极大丰富,产品种类的繁多,都为包装设计的发展增添了更高的要求。而色彩作为包装设计的重要元素之一,从某种层面上来讲,色彩甚至能决定一件包装的成功与否。色彩作为包装设计三要素——色彩、图案、文字中最重要的因素,对整个包装的视觉冲击力起着至关重要的作用。包装设计的色彩效果不但对消费者产生视觉冲击力而且还能影响和改变消费者的心理,因此,科学的运用色彩在包装设计的作用,可以极大的促进人们的消费欲望,既满足消费者的物质和精神上的需求,同时也给商家创造了利润。 Modern society is materialistic and full of competition in a market economy and society. The development of market economy, material greatly enriched, the variety of products, all for the development of packaging design adds a higher requirement. As one of the important elements of packaging design, color can even determine the success of a package in some aspects. Color as a packaging design of the three elements - color, pattern, text, the most important factor, the visual impact on the packaging plays a vital role. The color effect of packaging design not only has a visual impact on consumers but also affects and changes consumers’ psychology. Therefore, the role of science in packaging design can greatly promote people’s desire to consume and satisfy consumers The material and spiritual needs, but also to businesses to create a profit.