POP广告又叫售点广告,在卖场起到最后的促销作用。POP广告在节庆期间尤为盛行,其广告形式多样,表现力丰富。色彩作为POP广告中的重要元素,成为节庆POP广告设计的一个重要方面。本文对节庆期间POP广告色彩的进行分析,力求在商品日趋同质化的今天为商家进行有效的POP广告色彩设计。 POP advertising, also known as point of sale advertising, the store played the final promotional role. POP advertising is particularly prevalent during the festivals, its ads in various forms, rich expressiveness. As an important element in POP advertising, color has become an important aspect of festive POP advertising design. This article analyzes the POP advertising color during the festivals and seeks to make effective POP advertising color design for the merchants today with an increasingly homogeneous product.