Website Design The expression of medium color can fully show the characteristics of the product in the print advertising design, while shaping the brand image and creating a beautiful advertising atmosphere. As the recessive language in plane advertising design, color can make advertising works more vivid and three-dimensional, so that consumers can have visual impact while receiving advertising information and get spiritual resonance.
Color is an important channel to increase artistic appeal in advertising design. People live in a colorful world, and their life is also closely related to the transformation of colors. In advertising design, color also shows different characteristics according to different advertising themes and creative planning.
Color can enhance the transmission of advertising
Color can deepen people's awareness of things through visual impact. In modern advertising design, reasonable use of color can not only improve aesthetic value, but also increase the visual dimension of consumers and enhance the transmission of advertising information. Some survey results show that consumers' recall rate of color printed advertisements is about three times higher than that of black and white printed advertisements. At the same time, color printed advertisements can make advertising works more exquisite and fresh, and greatly increase the appeal to consumers.
Color can create brand image
In modern advertising design, the recognition and symbolism of color have been paid more and more attention by designers. Many enterprises usually choose some special colors to express their corporate culture in order to create their own unique brand image. In advertising design, repeated emphasis on unified color can give consumers a deep impression, thus forming the special color of some brands. These professional colors often bring consumers a consistent and dedicated product experience, significantly improving the public's recognition of enterprises.
Color can improve the aesthetic value of advertising
With the improvement of people's living standards, people's pursuit of aesthetics is rising. Therefore, in advertising design, how to improve the aesthetic value of works is very important. The reasonable collocation of colors can make advertising works more expressive and appealing.
Different colors can express different emotions, thus bringing different visual impacts to consumers and arousing consumers' interest in evaluation. Warm colors such as yellow, orange, red and other colors can bring more excitement to people. For example, Coca Cola has taken the passionate and energetic red as the basic color since its inception, which makes the advertising design more stimulating to consumers' eyes and stimulate their excitement and purchase desire. The cool colors such as blue and green give people a calm and reliable feeling.
Different color combinations represent different commodity characteristics
Because of people's life experience and experience, many colors are endowed with different emotions. When these colors with different emotions are used in advertising design, they will show the characteristics of different commodities.
For example, food products are often bright and bright colors to stimulate consumers' appetite, so as to obtain consumers' desire to buy. Red and yellow are mostly used for fruits, meat, etc., emphasizing the delicacy of food; Green is often used to express the freshness of vegetables; Quiet blue can make food look more hygienic and healthy. For mechanical products, black, red and other single colors are used to reflect the precision and durability of mechanical instruments.
Color can improve the quality of goods
With the improvement of science and technology, people attach more importance to the cost performance of goods. Therefore, in the process of advertising design, the accurate use of color to improve the quality of goods is an important means of marketing goods.
For example, in cosmetics, women's products usually use purple, red and gray colors to reflect women's dignity, making products look more luxurious and solemn; Men's commodities are mostly black, blue and other solid colors to show the maturity and steadiness of men, so that the grade and quality of men's commodities are higher. In particular, some famous brand jewelry, gifts, etc., usually use contrast colors with high purity and brightness to reflect the grade of goods.
Embodiment of color visual impact
In plane advertising design, color can not only create a beautiful atmosphere of advertising works, improve the transmission of advertising works, but also bring different emotions through different visual impacts, thus showing the special functions of different commodities. Although color cannot directly express the theme of advertising works like words, it can match different colors to create a strong visual impact, trigger public imagination, and deepen the public's impression of advertising works. Therefore, the correct use of color in print advertising design produced by the visual impact can improve the artistic appeal of print advertising works.
Impact of color brightness
Brightness refers to the depth and shade of the color, etc. For example, in the concept of lightness, blue can be divided into dark blue, light blue and many other kinds. In print advertising design, lightness has a very important impact on the effect of the whole picture. For example, the print advertisement of Sprite drinks takes green as the keynote, improves the brightness of the color, makes the picture feel fresh and refreshing, and creates an intuitive experience of "cool through the heart, flying through the heart" through the change of brightness.
Impact of color contrast
Color contrast is based on the contrast between two or more colors. For example, in the shampoo print ads, designers usually use white to set off the hair. The hair is in sharp contrast with white, which has a huge impact on the public's vision, thus bringing novelty and unique feelings to the public.
Impact of color matching
In print advertising design, color matching is usually divided into color matching, main color, background color, etc. The main color refers to the main tone in the advertising works, and the color matching plays the role of setting off the main color.
Although the main color is the main color, if the main color is used too much, it will affect the visual effect of advertising works; If the main color is used too little, the color matching will "dominate", which is not conducive to leaving a deep impression on the audience. Therefore, the matching of colors, as well as the use range of main colors and color matching, have an important impact on the visual effect of print advertising design. The background color is the most widely used color in print advertising design, so the selection of background color is also very important. It should be carefully selected according to the theme of advertising, creative intent, and commodity type.
The color expression of print advertising is an important part of advertising design and an important factor in shaping a brand image. Therefore, the impact of the color of print advertising design on the vision is of great significance for creating a corporate image and improving the transmission of advertising. In today's increasingly competitive society, using reasonable collocation to successfully reflect the visual impact is the foundation of advertising graphic design.
