色彩作为品牌视觉识别中最先被感知的要素，在品牌营销中具有关键作用。它影响消费者的注意、情绪与信任，并 关系到品牌个性、品质判断和购买意愿。本文基于文献分析与典型品牌案例，梳理色彩在品牌营销中的作用机制，并比较不 同品牌的色彩运用。以可口可乐、苹果、星巴克与小米为例，通过对品牌主色、辅助色体系与跨媒介应用的比较，归纳出三 条关键路径：视觉识别机制、情绪与联想机制及价值感知机制。结果表明，红色强化活力形象并促进冲动消费；黑白灰构建 高端与专业感；绿色激发自然与健康联想；橙色与暖色系提升亲近感与品牌友好度。在此基础上，提出品牌色谱构建、一致 性管理与情绪导向等策略，为品牌视觉设计和营销实践提供参考。

As the first visual element perceived in brand identity, color plays a crucial role in brand marketing. It shapes consumers’ attention, emotions, and trust, and is closely related to brand personality, quality judgments, and purchase intentions. Drawing on literature analysis and typical brand cases, this study examines the mechanisms through which color functions in brand marketing and compares color strategies across different brands. Using Coca-Cola, Apple, Starbucks, and Xiaomi as representative cases, it analyzes their primary brand colors, auxiliary color systems, and cross-media applications, and identifies three key pathways: visual identification mechanisms, emotional and associative mechanisms, and value perception mechanisms. The results indicate that red reinforces a vibrant brand image and stimulates impulsive consumption; black, white, and gray convey a sense of premium quality and professionalism; green evokes associations with nature and health; while orange and other warm tones enhance perceived friendliness and approachability. On this basis, the study proposes strategies such as constructing coherent brand color palettes, ensuring cross-channel consistency, and adopting emotion-oriented color applications, in order to provide practical guidance for brand visual design and marketing communication.