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随着现代经济的高速发展,感性消费时代的进入,色彩成为影响消费者购买决策的一个关键因素。色彩在选择上,要能引起人思想上的共鸣,情感上的互动,从而触动消费。在中国,这个具有浓郁红色情结的国家,红色情结对广告传播效果有很大的影响。红色是最具中华民族代表意义和象征意义的颜色,长期以来都在潜移默化地影响着中国消费者。文章从民族定势心理角度去分析红色的认知率、理解率、喜爱度、记忆率,提出“红色效应”这一概念,把红色情结与广告设计相结合,为广告设计充分发挥红色的特点及风采,设计出体现中华民族精神气节的作品提供指导。
With the rapid development of the modern economy and the advent of the perceptual consumption era, color has become a key factor affecting consumers’ purchasing decisions. In the choice of color, we should be able to arouse people’s ideological resonance, emotional interaction, thus affecting consumption. In China, a country with a strong red complex, the red complex has a huge impact on the effectiveness of advertising. Red is the color most representative of the meaning and symbolism of the Chinese nation, which has subtly influenced Chinese consumers for a long time. The article analyzes the cognition rate, comprehension rate, affection degree and memory rate of red from the perspective of national psychology, puts forward the concept of “red effect”, combines the red complex with the advertising design, and gives full play to the red The characteristics and style, designed to reflect the spirit of the Chinese nation’s work to provide guidance.