色彩是最具视觉冲击力的要素,广告商常利用色彩来引起消费者的注意力。单纯的色彩发展到多彩的运用,是人类自发色彩意识走向自觉的标志。随着色彩意识的不断深化,人们对色彩的认识也逐步地提高,丰富了色彩表现的语言,装饰设计的色彩也呈现出多元化的发展趋势,也早已悄然走进平面广告设计当中。所以,运用好色彩是广告设计人员最基本的能力。 Color is the most visually striking element, advertisers often use color to attract the attention of consumers. The development of pure color to colorful use is a symbol of the spontaneous color consciousness of mankind toward consciousness. With the continuous deepening of color awareness, people’s understanding of color has also gradually increased, enriched the language of color expression, the color of decorative design also showed a diversified development trend, has long been quietly into the print ads design. Therefore, the use of color is the most basic ability of advertising designers.