色彩是一种状态,也是文化传达的载体,优秀的广告设计往往能够从色彩视觉来传递特殊的情感。色彩作为重要元素,其艺术感染力、视觉冲击力更成为平面广告设计表现力的主要手法。可见,色彩并非单一的物理特征,还要融入生活、文化、社会等认识,进而呈现无以复加的设计魅力。 Color is a state, but also a carrier of cultural transmission, excellent advertising design often can pass the color vision to pass a special emotion. Color as an important element, its artistic appeal, visual impact has become the main form of print advertising design performance. Visible, the color is not a single physical characteristics, but also into the life, culture, society and other knowledge, and then there is no added design charm.