在情绪经济时代，色彩已成为产品与消费者建立情感链接的重要媒介。本文以泡泡玛特（POP MART）为研究案例， 通过分析其IP 设计中色彩运用策略，探讨色彩如何在IP 视觉体系中影响用户的情绪感知与价值体验。文章首先阐述色彩心 理与情绪价值的理论基础，随后以泡泡玛特旗下Dimoo、Skullpanda、小野、星星人等IP 为例，分析其在视觉设计、品 牌叙事与消费心理层面中的色彩机制。通过跨学科的研究方法——设计学+ 心理学，提出了一套以“色彩—情绪价值—品牌 忠诚”为框架的IP 色彩设计方法，为未来情绪导向型IP 设计提供理论支撑与实践路径。

In the era of emotional economy, color has become an important medium for products to establish emotional connections with consumers. This article takes POP MART as the main case study, exploring how color influences users' emotional perception and value experience within the IP visual system by analyzing its color application strategy in IP design. The article first expounds the theoretical basis of color psychology and emotional value, and then takes the IPs of Dimoo, Skullpanda, Hirono, and Twinkle Twinkle under POP MART as examples to analyze their color mechanisms in visual design, brand narrative, and consumer psychology. Through an interdisciplinary research method combining design and psychology, a set of IP color design methods based on the framework of "color-emotional value-brand loyalty" is proposed, providing theoretical support and practical paths for future emotion-oriented IP design.