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本文从色彩语义的角度出发,阐述了色彩语义的定义和内涵。分析了色彩语义在平面广告设计过程中的特殊要求,以及色彩语义在平面广告设计过程中的表达,其中包括通过突出的色彩反差形成动态的创意以及通过合适的色彩象征体现创意的深层意义,从而得出平面广告之所以能够体现出丰富的活力和生命力,是因为拥有多样的色彩语义表达。因此,只有采用了合适的色彩语义才能保证平面广告的创新性以及新颖性。
From the perspective of color semantics, this paper expounds the definition and connotation of color semantics. This paper analyzes the special requirements of color semantics in the design process of print advertisement and the expression of color semantics in the design process of print ads, including the dynamic creativity through outstanding color contrast and the deep meaning of creativity through suitable color symbols Draw the reason why print ads can show a wealth of vitality and vitality, because of a variety of color semantic expression. Therefore, only the appropriate color semantics can guarantee the creativeness and novelty of print ads.