Advertising Design Color Series Tutorial Professional Application

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.

Second, printing color

Printing and advertising can be said to have consistency in reality. There are various means of expression for advertisements, such as television, multimedia animation, and graphic design. Advertisements can be transmitted through print media, newspapers, outdoor billboards, lightbox signs, and so on. The advertisements in print media and newspapers are printed and published on paper for a wider range of promotional advertising products. Like many of the newspapers and fashion magazines that we usually look at, there are many advertisements.

Of course, printed products are not necessarily all for the promotion of advertising products. It also includes literary content such as news, character introductions, and novel stories. However, we can conclude that printing and advertising are within the scope of one meaning. Here we describe the use of color in printing that is linked to the color of advertising.

(a) Many of the newspapers’ current newspapers have adopted color editions. Studies have confirmed that overprinting red in newspaper advertisements can increase the attention of black-and-white advertisements by 50%, and the use of full-color advertisements can increase by 70% compared with black and white advertisements. degree. Correct use of color in newspaper advertisements has a good publicity role.

1. Attract people's attention. Consumers’ attention to color advertising is much higher than that of black and white ads. Warmer colors (yellow, red, etc.) are more attractive than cool ones (blue, green, etc.).

2, can truly reproduce the shape of goods, people and scenery. Many commodities can only reproduce their appearance characteristics and texture through color. Such as color film, color television, cars, crafts, clothing knots, etc., with color to look more beautiful.

3, highlight the focus of publicity. If you want to focus on four areas of content in your advertising, or on which part of your product, you can use color to make it more visible.

4, to improve the appeal of the screen. Color advertisements can stimulate the speaker's emotions more than black and white advertisements. Make the picture more powerful. Different colors have different emotional effects. In general, women love warm colors, men love cold colors, teenagers love bright colors, and middle-aged and old people love deep, steady colors.

5, improve memory effect. Compared with black-and-white advertising, color advertisements can leave a deeper impression on those who spend money, and their memory effect is also better.

Although color plays an important role in the performance of advertisements, in advertising works, such as advertising photography or advertising painting, the more colors the better, the color should be selected and applied according to the specific content and the actual visual effect. Sometimes colors are used too much. Instead, it will undermine the effectiveness of the publicity. In the design of newspaper advertisements, it is necessary to pay attention to just enough.

(b) Magazine

Magazine advertisements use color printing more than newspaper advertisements. As the general magazine printing is more exquisite and the paper is finer, the advertising work is better in terms of fax. At the same time, magazine advertisements are required to pay more attention to the use of color in the design process and give full play to the visual appeal of the screen. For example, in the advertisement of food, clothing, interior decoration products, luxury lamps, new cars, etc., the value of vivid colors is obvious.

In these advertisements, colors tell people the advantages and features of these products more vividly than words. If consumers have ever seen a certain food package or trademark in a magazine advertisement, they are more likely to identify it in a supermarket and make a purchase decision quickly. It is also a magazine-produced work. Compared with two-color advertising and color advertising, the attention rate of black and white advertising is different.

This shows that color advertising can attract more readers than black and white advertising or two-color advertising. Some psychological studies have also shown that adding colour to advertising posters has a greater impact on increasing the attention rate of female consumers (see below). Thus in the design process of magazine advertising. For some targeted, female-dominated advertising, more use of color images, or rendering with color, can greatly increase the attention rate of advertising. Of course, the cost of color advertising will be higher, but the rate of increase in readership for color advertising is higher than the rate of increase in cost.

Graphic designers have found that warm-colored advertisements are more attractive than cold-colored advertisements. Many magazines often use warm color-based design methods. In the use of color in magazine advertisements, we need to consider the symbolic meaning of various colors. On some occasions gold and silver can be luxurious if used properly. Yellow is a symbol of nobility. The green performance is relaxed and rested, symbolizing nature, health, and freshness. Black means dignified, serious and so on. The design of advertising must be based on its content and visual effects to select the overall warm and cold tone, and then consider the local tone.

Summary: This series of topics is mainly for everyone to introduce the professional knowledge of color, as well as some practical matters in the practical use of color matching methods and techniques. I don't know if you understand the colors after reading the article. I hope that when designing your works, you can always recall the color application knowledge mentioned in this article to help you use colors accurately.