在激烈的市场竞争中，产品包装的货架视觉冲击力是吸引消费者注意力的关键因素。本研究基于色彩学与视觉心理 学理论，深入探讨互补色这一特定色彩策略在包装设计中对提升产品货架视觉冲击力的具体效果与作用机制。研究过程中结 合对市面代表性包装案例的比对分析，解析互补色产生强烈视觉对比的原理，归纳互补色在实际设计中的应用策略与差异性 表现，并构建简要评估模型以衡量其视觉效能。研究结论表明，科学运用互补色能显著增强包装在复杂货架环境中的辨识度， 但需注重色彩面积比例与明度和纯度的调和以避免视觉不适。

In the fierce market competition, the shelf visual impact of product packaging serves as a key factor in attracting consumers' attention. This study aims to explore the specific effects and mechanism of action of the complementary color strategy, a specific color approach, in enhancing the shelf visual impact of packaging based on the theories of color science and visual psychology. The process involves a comparative analysis of representative packaging cases on the market to explain the principle of the strong visual contrast produced by complementary colors, summarize the application strategies and differential performances of complementary colors in actual design, and construct a simple evaluation model to measure their visual effectiveness. The research conclusion indicates that the scientific application of complementary colors can significantly enhance the visibility and recognizability of packaging in a complex shelf environment, but it is necessary to pay attention to the harmony of color area ratio and lightness and purity to avoid visual discomfort.