在消费升级与视觉传播常态化的背景下，平面广告作为消费场景中连接品牌与受众的核心媒介，色彩设计直接影响 广告传播效果与受众消费决策。基于此，本文以消费场景与平面广告色彩的核心关联为切入点，系统分析消费场景的特征与 分类、平面广告色彩的功能价值，重点探究消费场景下平面广告的色彩搭配、对比、情感、适配四大策略，剖析受众对广告 色彩的视觉、情感、行为三大感知维度，并提出针对性优化建议，为平面广告色彩设计贴合消费场景、契合受众需求提供理 论支撑与实践参考，助力提升广告传播效率与品牌竞争力。

Against the background of consumption upgrading and the normalization of visual communication, print advertising serves as a core medium connecting brands and audiences in consumption scenarios. Color design directly influences advertising communication effects and consumers' purchasing decisions. Taking the core relationship between consumption scenarios and print advertising color as the starting point, this paper systematically analyzes the characteristics and classification of consumption scenarios as well as the functional value of print advertising color. It focuses on exploring four major strategies of print advertising in consumption scenarios: color matching, color contrast, emotional expression and scenario adaptation, and dissects three perception dimensions of audiences toward advertising color: visual perception, emotional perception and behavioral perception. Furthermore, targeted optimization suggestions are put forward to provide theoretical support and practical reference for print advertising color design to fit consumption scenarios and meet audience needs, so as to help improve advertising communication efficiency and brand competitiveness.