色彩是不同波长的可见光引起人目不同的颜色感觉。马克思指出:“色彩在一般美感中是最大众化的形式,具有美化和修饰的效果,能使人产生不同的感情和联想”。因此,企业可应用色彩与人们心理感受的紧密关联,充分发挥其独特的魅力和作用,作为促销手段和竞争的策略。树立企业市场形象传统的企业经营战略是围绕生产经营的产品来制定的,现代企业的经营战略是围绕树立企业形象来制定的。这种营销观念导致了“企业形象识别系统”(CIS)或称之“企业整体形象策划”的出现。其中视觉 Colors are different wavelengths of visible light that cause different color perceptions. Marx pointed out: “Color is the most popular form in the general sense of beauty, with the effect of beautification and retouching, enabling people to produce different feelings and associations.” Therefore, companies can apply the close relationship between color and people’s psychological experience, give full play to its unique charm and role, as a promotional tool and a competitive strategy. The traditional enterprise management strategy of establishing a corporate market image is formulated around the products of production and operation. The business strategy of modern enterprises is formulated by establishing a corporate image. This marketing concept has led to the emergence of the “corporate identity system” (CIS) or “corporate corporate image planning.” Where visual