Several questions about the color of the color report
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In recent years, China's newspaper industry has developed rapidly, showing unprecedented vitality. The proliferation of newspapers has sparked fierce market competition, and colorful newspapers have formed a beautiful landscape. In the era of reading pictures, the color newspaper has won the favor of readers with its bright colors, clear pictures and novel content.
However, due to the advancement of technology, the inevitability of competition and the aesthetic requirements of readers, the speed of the popularity of color newspapers is unexpected, and the rushed posters are not all satisfactory. Although many newspapers use color means, they may not be able to achieve the objective results expected by the reporters. Many color newspapers have various problems in the use of color. In summary, there are four aspects:
First, the color is single, lack of contrast
Newspapers do not make full use of color to infect readers. Color is conceptualized and simplified. Red is red, yellow is yellow, blue is blue, and newspaper practitioners lack rational understanding of color. It is no wonder that color is not professional. Therefore, in the color standard, it is impossible to pursue ever-changing in the same color, and it is not good at making the color mixing produce rich feelings. It can not reflect the subtle changes of color, and can not achieve the richness of color, and there is no gorgeous and eye-catching color produced by color contrast. The beauty of rhythm and rhythm.
Second, regardless of the primary and secondary, no toned
The use of color pays attention to the unity of contrast, that is, to seek unity in comparison, and to have contrast in unity. In order to pursue color contrast and richness, some color newspapers use color blindly without any taboos, resulting in excessive use of color on a layout, resulting in disorganized visual effects, which do not form a unified tone, and do not lead the mainstream color of the whole version. And color tendencies.
Third, the purity is too high, lack of hierarchy
The color is too simple, only the saturated color with high purity and the direct color on the screen, that is, the primary color, and the mixed color (intercolor), complex color and complementary color are not used. Color has three elements of hue, lightness and purity. The change of any one of the elements will result in different color effects and feelings. The use of color is too simple and saturated, it will inevitably lack the sense of layering, and it will give people a feeling of "eye-catching" and uncomfortable. Therefore, the purpose of conveying the beautiful visual effect by color can not be achieved.
Fourth, the use of color is not appropriate, the color does not mean
The color of the color newspaper is mainly used in several aspects, namely color photos, titles, lace patterns and netting. In addition to color photographs, the most important thing is the use of the title color. The title is eye-catching. It is the common pursuit of the reporter. Only by using the appropriate font size, font and color can the title be eye-catching. The color of the title should consider the content and emotional color, otherwise it will definitely achieve the opposite effect. For example, anewspaper "Reliable Meat Inspection Law Enforcement Team "Too Black"", "Black"
The word is red and the rest is black, so the color is reversed. If the word "black" is strengthened with black, it will better reflect the article. The title of a newspaper is "Red Planet - Mars", all in red, so the color is very appropriate, in line with the meaning of the text, strengthening the theme of the article. Another example is "How does the sun flower bloom over winter", using dark green color, which matches the color of green plants, making people feel that the color is very accurate and natural.
There are many reasons for the current color problem of coloring. The main reasons are as follows: First, editors and computer operators lack professional color knowledge, and their business quality needs to be further improved. Second, art editors with color knowledge expertise have not played. The important role is that there is a disconnect between the beauty editing and the post needs in the publishing process. Third, the practitioners do not know enough about the color means and pay attention to it. They think that if the color is marked according to their own preferences, it is the color report, that is, the color is not used properly. Will not be identified as an error. This inevitably leads to the generalization of newspapers and the vulgarity of color.
How to use color to serve newspapers is an important topic currently faced by newspaper reporters. Practitioners need to master certain color expertise, and art editors can play a better role. Arms and training can be armed with American expertise. Computer operator and group editor. In other words, in the process of publishing color newspapers, American editing can play a pivotal role. The Zhengzhou Evening News, which won the second place in the national color newspaper, is an example.
The color of the color newspaper, that is, the printing color is usually four colors: red, yellow, blue, black, that is, the three primary colors plus black. The three primary colors can produce inter-color (two-color mixing), multi-color (three-color mixing), plus black mixing, which can produce ever-changing color effects. A color alone is an effect, and juxtaposition with other colors is an effect, which is called the contrast effect of color. Compared with the color contrast, brightness contrast, purity contrast, cold and warm contrast, the color environment is different, the visual effect is different. The color also has the same color and contrast color, the cool and warm colors, the dark and light colors and so on. As a color newspaper practitioner, it is necessary to master the basic knowledge and basic laws of color and successfully apply it to work practice. Only in this way can the color newspapers produced be truly loved and recognized by readers.
There are several issues that should be noted in the use of color:
1. Make a fuss about the title
The title is the highlight of the color newspaper and is an important color area for the color newspaper. Between the black text and the color picture, it is necessary to intersperse and connect with certain color-sensitive headings to form a unified and harmonious overall layout. The color has the function of guiding, the title color is prominent, the contrast is strong, the visual impact is strong, and the importance of the article is obvious. No matter how rich the layout color is, black is the foundation and black is an important factor in the stability of the layout. Color pictures have poor variability, and often they cannot change their colors arbitrarily in order to show authenticity, so the color of the title words should be flexible to achieve the best overall effect. In the specific application, sometimes a title can be divided into several parts of color, the principle is to highlight the main words, emphasize the theme and weaken the subtopic. Black is one of the most basic colors of coloring newspapers. Some people think that black is not color. In fact, in China's unified painting, ink color is very early, black is infinitely changeable, black title is solemn and eye-catching, and color shading is added. Setting off, sometimes better than using bright colors directly. The color of the title word (including the texture) should not exceed three colors, otherwise it will appear messy. The three colors can be compared and pursued in the same color. When the full-page color map is used for a long time, the color of the title should be mainly black, supplemented by color. When the color map is small, the title color should be rich, because it shoulders the responsibility of adjusting the overall color of the layout.
2, pay attention to the color of the means of decoration
The use of color is to achieve the desired decorative effect, so all the colors on the layout are to beautify the layout for the same goal, to please the readers. When there are few color pictures on the layout, you can use colored wireframes and lines; when the color pictures are long, black or gray lines and wire frames can be used. The color on the color map usually has a white border or a mesh edge, and its color should be different from the color and brightness of the color map itself. When the title area is deep, the Yin word should be used all the time; when the title area is shallow, the title word should be dark, and the color on the color report is rich in the color picture itself and the title.
3, clever use of contrast
The effect of the two colors being separated and juxtaposed is different, which is the contrast effect of the colors. In the process of compiling the color newspaper, if you can use the contrast properly and skillfully, you can get twice the result with half the effort. The usual contrast colors are red and green, blue and orange, yellow and purple, also known as complementary colors. Complementary colors should be exquisite in terms of area and purity. For example, when red and green are used together, the area is not beautiful when they are equal or close, and it is more harmonious when the area is small or one deep and shallow. "And a little green in the Wanhong Cong" will give people a very good contrast. If the title word is purple, the contrast color can be used when hooking the edge - yellow, because the difference between the two colors is larger, there are the main and the times, it looks conspicuous and elegant.
Using the same color can also produce rich color effects. Such as deep red, purple red, rose red, red, vermilion, orange red, pink, magenta, etc. are all red, belonging to the same color. They are combined in different brightness and purity to produce a rich and soft effect.
There must be a degree of contrast in color, that is, just enough. In order to avoid excessive contrast, it is necessary to adjust the purity when using color, such as yellow and black. These two colors have the largest visible distance in color, so railway and highway signs are commonly used. But for the title, you don't have to make the maximum visible distance. In order to avoid excessive color, you can use inter-color and multi-color. Some titles use red, and they feel too bright. You can use black or gray to hook, so that there is a transition and buffer between the title and the background, it is more stable. The collection of articles is a subtitle. If each title is marked with a color, it will inevitably cause a messy feeling, and the color can be unified to achieve the whole. The ensemble article can also be tiled with a light background, which is different from other articles and forms a whole plate, that is, zero. Large articles should make the subtitles stand out to adjust the layout, causing visual jumps and segmentation, that is, means of turning into zero.
In short, the use of color is a means, but also an art, the need for practitioners to constantly explore and summarize in order to please readers, and only in this way, in the fierce market competition to make their newspapers invincible.