色彩作为平面设计的核心要素，对视觉传达的效果起着决定性作用。本文旨在系统探讨色彩设计对视觉传达效果的 影响机制与提升策略。文章首先剖析了色彩在信息传递、视觉引导与抽象概念表达中的基本功能与原理；进而深入论述色彩 设计通过提升视觉吸引力、优化信息传递效率、引发受众情感共鸣及塑造品牌认知四大途径，对视觉传达效果产生的核心影 响。在此基础上，本文提出了以目标受众、信息层级、品牌调性及创新技术为导向的色彩设计优化策略，旨在为设计实践提 供理论参考与实践指引。

As a core element of graphic design, color plays a decisive role in visual communication effectiveness. This paper systematically explores the impact mechanisms and enhancement strategies of color design on visual communication effects in graphic design. The study first analyzes the fundamental functions and principles of color in information delivery, visual guidance, and abstract conceptual expression. It then delves into how color design exerts core influences on visual communication effects through four key pathways: enhancing visual appeal, optimizing information delivery efficiency, evoking audience emotional resonance, and shaping brand perception. Building on this foundation, the paper proposes color design optimization strategies guided by target audience, information hierarchy, brand tone, and innovative technologies, aiming to provide theoretical references and practical guidance for design practice.