饮料包装设计中需要许多元素构成,包括包装的产品造型、结构、色彩、文字和图形,其中色彩可谓举足轻重。在某种程度上说可以是包装的门面和和进入消费者眼帘的敲门砖。色彩的合理运用可以在竞争激烈的市场中脱颖而出,可以在视觉特质下区别于其他产品。使产品更具有吸引力,更具有引导消费者的能力。在当代社会的快速进步下,人民生活水平的日益提高,人们开始进入讲究生活质量和品味的小资生活,所以对于商品的要求不再局限于商品的实用性,更加注重商品的包装所传达的精神、文化和企业形象。因此,当下的包装设计师在设计商品的同时要深入考虑到消费者的需求,合理的运用色彩。本文根据包装的色彩入手,对饮料包装中的色彩搭配原则、色彩搭配体现、色彩传达要素进行深入分析。 Beverage packaging design requires many elements, including packaging product modeling, structure, color, text and graphics, of which the color can be described as decisive. To some extent, it can be the packaging of the facade and into the eyes of consumers stepping stone. Reasonable use of color can stand out in a highly competitive market, you can visual characteristics of different from other products. Make products more attractive, more able to guide consumers. With the rapid progress of the contemporary society, people’s living standards are getting higher and higher. People are beginning to enter the petty bourgeoisie that cares about the quality of life and taste. Therefore, the demand for commodities is no longer confined to the practicality of commodities but also pays more attention to the spirit conveyed by commodity packaging , Culture and corporate image. Therefore, the current packaging designers in the design of goods at the same time to further consider the needs of consumers, the rational use of color. This article starts with the color of the packaging, and analyzes the color matching principle, color matching and color communication elements in the beverage packaging.