Advertising Design Color Series Tutorial Professional Application

The most used area for designing color techniques is the advertising industry. This section focuses on the specification and techniques of color matching in advertisements and the use of color effects in various media.

First, advertising color

Modern advertising has become an important factor in people's daily life. When people purchase essential necessities and consumer goods, they generally choose those products that have advertisements and brands, and feel that these products are more reliable and secure. The purpose of advertising is mainly to promote a product, promote a brand, and allow consumers to accept and understand, so the advertising company's designers to help customers create advertising, the product must be combined with the market, consumer psychology.

(I) Communication, identification and symbolism of advertising color

Color is an important factor in the performance of advertising. The function of advertising color is to deliver a kind of product information to consumers. Therefore, the color of advertising is closely related to the physiological and psychological reactions of consumers. Color has a profound effect on the advertising environment and on people’s emotional activities. Advertising color has a symbolic meaning for commodities. Through the unique color language of different commodities, consumers can more easily identify and produce a sense of intimacy. The color effects of commodities have a certain induction effect on people.

Nowadays, the unique communication, identification and symbolic role of color in advertising has received increasing attention from designers and entrepreneurs. Some large foreign companies and big companies have carefully selected a certain color as their representative image.

Advertising design, in addition to the symbolic influence of color on people's feelings, but also need to use the text and image description to fully utilize the rich association of advertising works. The application of advertisement color should be based on the premise that consumers can understand and be willing to accept. Designers must also observe and summarize the color language in life and avoid using the color combinations of some consumer taboos.

(B) advertising color and consumer psychology

Color can affect people's emotions. Some colors in advertising works can give people a sweet, sour, bitter, spicy taste, such as creamy yellow on a cake, giving people a soft feeling and causing people's appetite. Therefore, food packaging and advertising generally use warm colors.

Appropriate use of product colors cannot be ignored in advertising design. Therefore, the psychological factors of color must be considered in the design of advertisements. (Introducing the relationship between color and human emotions in the basic knowledge of the first part of this topic), we will briefly introduce the common psychological effects of several basic hues.

1, red

Visual stimulation is strong, making people feel active, enthusiastic and energetic. In people's minds, red is often associated with the likes, good luck, and celebrations. It naturally becomes a common color for festivals and celebrations. At the same time, red is easy to associate with blood and artillery, and there is a sense of life, a sense of beating, and a dangerous and horrible blood-smelling sensation. Fire extinguishers and fire engines are all red.

2, yellow

Bright and charming colors, with a strong light, make people feel bright and pure. Young plants are often pale yellow, fresh, simple, and innocent associations, and can also be reminiscent of highly nutritious egg yolks, butter, and other foods. Yellow is related to sickness and weakness, and plant decay and withering are also associated with yellow. Therefore, yellow makes people feel empty, poor and unhealthy.

3, orange

Both the advantages of red and yellow, light intensity, people feel warm and bright. Some mature fruits tend to be orange, and foods rich in cauliflower (bread, cakes) are mostly orange. Therefore, orange is easy to cause nutritious, sweet associations and is a color that is easily accepted by people. In a specific country and region, orange is also linked to fraud and slander.

4, blue

The extreme coldness, with its calm and intellectual characteristics, corresponds exactly to the red. Blue is easy to produce clear, detached, away from the worldly feeling. Dark blue color breeds a feeling of deepness, depression, and godliness, as well as strangeness and loneliness.

5, green

The calmness and blueness of the blue and the clearness of the sky coincide with the life of the human eye. Therefore, it has the effect of balancing the human mind and is an easily acceptable color. The color of green is consistent with the color of some immature fruits, which causes acid and bitter taste. Dark green is prone to low, negative and indifferent feelings.

6, purple

With a graceful and elegant, elegant and generous. Red personality and blue features. Dark purple can cause depression, boredom, and mystery.

The above presents a positive and negative psychological effect through a hue. The use of color in advertising does not need to grasp the consumer psychology, the use of specific color relationships, to play out the unique color personality. Add to your advertising creativity.