Vol.48什么颜色最显贵？奢侈品牌的配色心理学

简介：当你走进奢侈品牌的旗舰店，或者在高端购物网站上浏览时，你会发现一个有趣的规律：几乎所有高端品牌，无论是包包、手表还是香水包装，都偏爱深色、金色或者低饱和的柔和色调。它们不仅让人觉得美观，更在悄悄影响你的感受：显得高贵、稳重、有价值。

心理学和消费行为研究显示，颜色能够直接影响人的情绪、价值判断和购买意愿（Labrecque & Milne, 2013）。颜色是一种快速的视觉信号，它可以告诉大脑：“这是有价值、值得注意的物品。

文献引用

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• Labrecque, L. I., & Milne, G. R. (2013). To be or not to be different: Exploration of norms and benefits of color differentiation in the marketplace. Marketing Letters, 24, 165–176. doi.org

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• Hemphill, M. (1996). A note on adults’ color–emotion associations. The Journal of Genetic Psychology, 157(3), 275–280.

• Valdez, P., & Mehrabian, A. (1994). Effects of color on emotions. Journal of Experimental Psychology: General, 123(4), 394–409.