我们生活在一个五光十色的世界里面,对一样事物最鲜明的记忆就是它的颜色。在我们的记忆力中云是白色的、天空是蓝色的、树是绿色的,这种色彩的记忆就像我们张口爆出九九乘法表那样简单。在观察某一事物颜色的时候,人的视觉感知系统对物体的色知觉始终想维持先入为主的映像。设计者可以运用此观点进行设计,设计出更符合市场需求的产品包装。论文通过对色彩恒常性的研究与分析,以得出色彩恒常性的影响以及怎样把色彩恒常性合理利用在包装设计之中。并加以研究消费者心理以及色彩心理的影响,从包装颜色的利弊 We live in a colorful world, the most vivid memory of the same thing is its color. The cloud is white in our memory, the sky is blue, the tree is green, and the memory of this color is as simple as opening a ninety-nine multiplication table. When looking at the color of a thing, the perceived system of human perception of the color of the object always want to maintain an image preconceived. Designers can use this view to design, design more products that meet the needs of the market. Through the study and analysis of color constancy, the paper draws the conclusion of color constancy and how to use color constancy reasonably in packaging design. And to study consumer psychology and color psychology, the pros and cons of packaging color