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从人们的审美心理判断而言,美感是人们的视觉感官刺激所引起的一种情感反应,而色彩作为视觉传达信息的一个重要因素,若运用得当,可以为人们的生活环境增添无比的美感,同时还具有唤起人们情感的作用。色彩的心理效应对广告设计有重大影响,在广告设计中,对色彩的运用有更高的要求。文章指出,运用色彩学的基础理论,根据广告主题进行有意义的色彩企划,通过恰当的色彩关系及表现手法引发联想,吸引消费者注意,准确传达广告信息,从而能够达到传播的目的。
From the perspective of people’s aesthetic psychology, aesthetic feeling is a kind of emotional reaction caused by people’s sensory stimulation. As an important factor of visual communication of information, color can add unparalleled beauty to people’s living environment if used properly. At the same time also has the role of arousing people’s emotions. Color psychological effects have a significant impact on advertising design, advertising design, the use of color have higher requirements. The article points out that the use of the basic theory of color science, according to the theme of advertising meaningful color planning, through appropriate color relations and performance techniques to trigger associations, to attract the attention of consumers, accurately convey the advertising information, which can achieve the purpose of communication.