环境设计视域下的商业色彩战略研究
DOI:
https://doi.org/10.67148/fssh-2026-232Keywords:
商业空间；色彩战略；空间体验；CMF设计Abstract
在体验经济与新零售背景下，商业空间逐渐由商品交易场所转向综合体验媒介。色彩作为环境设计中最具即时性与情感导向性的视觉要素，不仅影响空间感知，还深度参与消费者行为决策与品牌认知建构。现有研究多停留于情绪描述或视觉表达层面，缺乏系统性机制分析。本文基于色彩心理学与环境行为学理论，提出“空间构建—心理激活—行为引导”的分析框架，系统探讨色彩战略在商业空间中的作用机制与实施路径。通过典型案例解析与设计逻辑归纳，揭示色彩如何通过认知预设、情绪调节与感知引导影响消费行为，并进一步提出光色协同、可持续表达与数字化预演等策略。研究认为，色彩战略已由装饰性手段转变为连接空间、品牌与用户的关键媒介，对商业空间体验优化与品牌价值传递具有重要意义。
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