Advertising design color series tutorial professional application articles
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The most used area for design color techniques is the advertising industry. This section focuses on the specifications, techniques, and color effects in various media.
First, advertising color
Modern advertising has become an important factor in people's lives. When purchasing essential necessities and consumer goods, people generally choose products that have advertising and branding. They feel that these products are more reliable and guaranteed. The purpose of advertising is mainly to promote a product, promote a brand, and let consumers accept and understand. Therefore, the designers of advertising companies must combine products with market and consumer psychology when helping customers make advertisements.
(1) The communication, recognition and symbolic role of advertising color
Color is an important factor in the performance of advertising. The function of advertising color is to convey a certain kind of product information to consumers. Therefore, the color of advertising is closely related to the physiological and psychological reactions of consumers. Color has a profound impact on the advertising environment and on people's emotional activities. Advertising color has symbolic meaning for goods. Through the unique color language of different products, consumers are more likely to recognize and produce closeness. The color effect of goods has a certain inducing effect on people.
Nowadays, the unique communication, recognition and symbolism of color in advertising has been paid more and more attention by designers and entrepreneurs. Some large foreign companies and large enterprises have carefully selected a certain color as their own image color.
In advertising design, in addition to the symbolic influence of color on people's feelings, it is also necessary to use the cooperation of text and image description to give full play to the rich association effect of advertising works. The application of advertising color should be based on the premise that consumers can understand and be willing to accept. Designers must also observe and summarize the color language in life and avoid using some color combinations that are contraindicated by consumers.
(2) Advertising color and consumer psychology
Color can affect people's emotions. Some colors in advertising works will give people a sweet, sour, bitter and spicy taste, such as creamy yellow on the cake, giving people a soft feeling and causing appetite. Therefore, food packaging and advertising generally use warm colors.
The proper use of the color of the product cannot be ignored in the design of advertising. Therefore, the psychological factors of color must be considered in the design of advertisements (the basic knowledge of the first part of this topic is about the introduction of color and human emotions). Below we will give a brief introduction to the psychological effects shared by several basic colors.
1, red
The visual stimuli are strong, making people feel active, enthusiastic and energetic. In people's minds, red is often associated with good luck, good luck, and celebration. It naturally becomes a common color for festivals and celebrations. At the same time, red is easy to associate with blood and artillery. There is a sense of life, beating, and the association of dangerous, horrible bloody smell. Fire extinguishers and fire trucks are all red.
2, yellow
Bright and beautiful colors, with a strong sense of light, make people feel bright and pure. Young plants tend to be pale yellow, with new, simple, innocent associations, and can be reminiscent of highly nutritious egg yolks, creams and other foods. Yellow is also associated with weak disease, and the decay and withering of plants is also associated with yellow. Therefore, yellow makes people feel empty, poor and unhealthy.
3, orange
It has the advantages of red and yellow, and the brightness is soft, making people feel warm and bright. Some mature fruits tend to be orange, and the foods that are rich in caes (breads, pastries) are mostly orange. Therefore, orange is easy to cause the association of nutrition and sweetness, which is a color that is easily accepted by people. In certain countries and regions, orange is associated with fraud and defamation.
4, blue
Extremely cool, with calm and sensible features, exactly the same as red. Blue is easy to produce a clear, detached, and away from the world. Dark blue will breed a feeling of depression, depression and dignity, and will also create strangeness and loneliness.
5, green
With the calmness of blue and the clarity of yellow, it is consistent with the life of the human eye. Therefore, it has the effect of balancing the human mind and is an easily acceptable color. Green is consistent with the color of some immature fruits, which can cause acid and bitter taste. Dark green is prone to low, negative and indifferent.
6, purple
It is graceful, elegant and graceful. The personality with red has the characteristics of blue. Dark purple can cause a feeling of depression, boredom, and mystery.
The above introduces the psychological effects of both positive and negative aspects through a hue. In the use of advertising, the need to grasp the consumer psychology, the use of specific color relationships, to play a unique personality. Add icing to the creative of advertising.
Second, printing color
Printing and advertising can be said that they are actually consistent, advertising has a variety of means of expression, such as television, multimedia animation, graphic design, etc., advertising channels are also flat media, newspapers, outdoor billboards, light boxes and so on. Then the advertisements in print media and newspapers are printed on paper for a wider range of promotional advertising products. There are many advertisements in computer newspapers and fashion magazines that we usually watch.
Of course, printed products are not necessarily for the promotion of advertising products, it also contains news, character introductions, novel stories and other textual content. But we can conclude that printing and advertising are a meaning within a certain range. The color usage in the printing we describe below is related to the color of the advertisement.
(1) Newspaper
Many of the current newspapers have already adopted a color version. It has been confirmed by research that red printing on newspaper advertisements can increase the attention of black and white advertisements by 50%, and full-color advertisements can increase the attention level by 70% compared with black and white advertisements. The correct use of color in newspaper advertisements has a good publicity role.
1. Attract people's attention. Consumers pay more attention to color advertising than black-and-white ads, where warm colors (yellow, red, etc.) are more attractive than cool colors (blue, green, etc.).
2, can truly reproduce the form of goods, characters and scenery. Many products can only reproduce their appearance and texture through color. Such as color film, color TV, cars, handicrafts, clothing knots, etc., with color to be more beautiful.
3. Highlight the focus of publicity. If you want to highlight four aspects in the advertisement, or which part of the product, you can make it more eye-catching through color.
4. Improve the appeal of the screen. Color advertising can inspire the emotional of the speaker more than black and white advertising. Make the picture more appealing. Different colors have different emotional effects. In general, women love warm colors, men love cool colors, teenagers love bright colors, and middle-aged and old people love deep, steady colors.
5. Improve the memory effect. Compared with black-and-white advertisements, color advertisements can leave a deeper impression on the creditors, and the memory effect is better.
Color plays an important role in advertising performance, but in advertising works, such as advertising photography or advertising painting, not the more colors, the better, should choose and use color according to the specific content and actual visual effects. Sometimes the color is used too much. Instead, it will undermine the effectiveness of the publicity. In the design of newspaper advertisements, pay attention to just the right thing.
(2) Magazine
Magazine ads use color printing more than newspaper ads. Because the general magazine prints more beautifully and the paper is fine, the fax works of the advertisements are more solid. At the same time, the magazine advertisements are more focused on the use of colors in the design process, and the visual appeal of the screens is fully exerted. For example, in advertisements promoting food, clothing (pictured below), interior items, luxury lamps, new cars, etc., the value of vivid colors is obvious.
In these advertisements, color can tell people more about the advantages and features of these products than words. If consumers have seen a certain food package or trademark in a magazine advertisement, they are more likely to identify it in the supermarket and make a quick purchase decision. The same is a magazine production, black and white advertising compared with two-color advertising and color advertising, the attention rate is different.
This shows that color ads are more attractive to readers than black and white ads or two-color ads. Some psychological studies have also shown that the addition of color to advertising has a greater impact on increasing the attention of female consumers (see below). Thus in the design process of magazine advertising. For some targeted, female-targeted ads, more color graphics, or color rendering, can greatly increase the attention rate of advertising. Of course, the cost of color advertising will be higher, but the increase rate of readers of color advertisements is higher than the increase rate of costs.
Graphic designers have found that warm-toned ads are more attractive than cool-toned ads. Many magazine advertisements often use warm colors as the main design method. In the use of color in magazine advertisements, we need to consider the symbolic meaning of various colors. In some cases, gold and silver can be luxurious if used properly. Yellow performance is a symbol of nobility. Green performance is relaxed and rest, symbolizing nature, health and freshness. Black means solemnity, seriousness, and so on. The design of the advertisement must select the overall warm and cold tone according to its content and visual effects, and then consider the local color tone.
Summary: This series of topics mainly introduces the professional knowledge of color, as well as some precautions, color matching methods and techniques in practical use. I don't know if you understand the color after reading the article. I hope that when you design the work, you can always recall the color application knowledge mentioned in this article to help you accurately use the color.