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色彩具有极强的感染力以及表现力,能够直接有效的对人的生理、心理行为产生重要影响。色彩作为一种宣泄人们内心情感的语言,能够通过刺激人们的视觉感受而使其形成丰富的联想,因而不同的色彩搭配又能够反映出人们对不同事物的情感体验。将这一色彩理论应用到广告设计中,不仅能够提升广告设计的有效性,而且还能够使消费中从广告中获取不同的情感体验,增强商品对消费者的吸引力。基于此,本文在深入分析色彩元素对于广告设计的重要性基础之上,通过探讨色彩与应用心理之间的关系,以期能够为如何提升色彩在广告设计中的有效性提出几点建议。
Color has a strong appeal and expressiveness, can be directly and effectively on human physiological and psychological behavior have a significant impact. As a kind of language that gives vent to people’s inner feelings, color can form rich associations by stimulating people’s visual feelings. Therefore, different color combinations can reflect people’s emotional experience of different things. Applying this color theory to advertising design can not only improve the effectiveness of advertising design, but also make consumers get different emotional experience from advertising and enhance the attractiveness of products to consumers. Based on this, based on the deep analysis of the importance of color elements for advertisement design, this article hopes to make some suggestions on how to improve the effectiveness of color in advertisement design by exploring the relationship between color and application psychology.