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随着消费市场中消费价值观念的转变,广告作为引领消费者新的消费观念的风向标,为产品树立一个新的象征价值成为广告设计领域的必然趋势。而色彩作为一种必要的表现手段,其多元的美学效果表现,为增强广告尤其是视觉广告的诉求力起到了不可忽视的巨大作用。本文以《悦己》杂志为例,通过对色彩在广告中的使用效果的解读,为今后加强广告设计中色彩的运用提供一些借鉴。
With the change of consumer values in the consumer market, advertising as the vane to lead the consumer’s new consumer attitudes and establish a new symbolic value for the product has become an inevitable trend in the field of advertising design. Color as a necessary means of expression, its diverse aesthetic performance, in order to enhance the appeal of advertising, especially visual advertising has played a huge role can not be ignored. This paper takes “Yue Ji” magazine as an example, through the interpretation of the effect of using color in advertisement, it provides some references for strengthening the use of color in advertisement design in the future.