The most used field of design coloring techniques is the advertising industry. This section focuses on the specifications and techniques of color matching in advertising, as well as the effects of coloring in various media.
1. Advertising Color
Modern advertising has become an important influencing factor in people's lives in food, clothing, housing, and transportation. When people buy necessities and consumer products, they generally choose products that have advertisements and brands. They 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. Therefore, designers of advertising companies must combine products with the market and consumer psychology when helping customers create advertisements.
(1) The communication, recognition and symbolism of advertising colors
Color is an important factor in the performance of advertising. The function of advertising color is to convey certain product information to consumers. Therefore, the color of advertising is closely related to consumers' physiological and psychological responses. Color has a profound influence on the advertising environment and on people's emotional activities. Advertising colors have a symbolic meaning to commodities. Through the unique color language of different commodities, consumers can more easily identify and produce a sense of intimacy. The color effect of commodities has a certain induction effect on people.
Now, the unique communication, recognition and symbolic role of color in advertising has been paid more and more attention by designers and entrepreneurs. Some large foreign companies and enterprises have carefully selected a certain color as the image color representing themselves.
In the design of advertisements, in addition to the symbolic influence of colors on people's feelings, it is also necessary to use the cooperation of text and image descriptions to give full play to the rich association of advertising works. The application of advertising colors is 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 some color combinations that are taboo by consumers.
(2) Advertising color and consumer psychology
Color can affect people's emotions. Some colors in the advertising works will give people a sweet, sour, bitter, and spicy taste, such as the creamy yellow color on the cake, which gives a soft feeling and arouses the appetite. So 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 advertising design (the basic knowledge of the first part of this topic has an introduction to the relationship between color and human emotions). Below we will give a brief introduction to the psychological effects shared by several basic hues.
1. Red
The visual stimulation is strong, making people feel active, enthusiastic and energetic. In people's ideas, red is often associated with good fortune, good luck, and joy, and it naturally becomes a common color for festivals and celebrations. At the same time, red is easy to associate with blood and artillery. There is a sense of life, beating, and dangerous, terrifying bloody smell. Fire extinguishers and fire trucks are all red in color.
2. Yellow
The bright and delicate colors have a strong sense of light, which makes people feel bright and pure. Young plants tend to be light yellow, with new, simple, and naive associations, and can remind people of extremely nutritious egg yolks, creams, and other foods. Yellow is related to disease and disease, and the decay and withering of plants are also related to yellow. Therefore, yellow makes people feel empty, poor and unhealthy.
3. Orange
It has the advantages of red and yellow, and the brightness is soft, which makes people feel warm and bright. Some ripe fruits often appear orange, and foods rich in Cao Yang (bread, pastries) are mostly orange. Therefore, orange is easy to cause nutrition and sweet association, and it is a color that is easily accepted by people. In certain countries and regions, orange is also associated with fraud and jealousy.
4. Blue
The extreme cold color has the characteristics of calmness and rationality, which happens to correspond to red. Blue is easy to feel clear, detached, and far away from the world. Dark blue breeds feelings of depression, depression, and intimacy, as well as strangeness and loneliness.
5. Green
It has the calmness of blue and the clarity of yellow, and it is consistent with the human life. Therefore, it has the function of balancing the state of mind of human beings, and it is an easily accepted color. The green color is consistent with the color of some immature fruits, which can cause acid and bitter taste. Dark green is prone to low, negative and indifferent feelings.
6. Purple
With graceful elegance, grace and elegance. It has a red personality and blue characteristics. Dark purple can cause a feeling of depression, boredom, and mystery.
The above introduces the psychological effects of positive and negative aspects through a hue. The colors used in advertising do not need to grasp the consumer's psychology, use specific color relationships, and develop a unique color personality. Add icing on the cake for advertising creativity.
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Second, the printing color
It can be said that printing and advertising are in fact consistent. Advertising has multiple means of expression, such as television, multimedia animation, and graphic design. Advertising can also be transmitted through print media, newspapers, outdoor billboards, light box cards, and so on. Then the advertisements in print media and newspapers are printed and published on paper in order to promote a wider range of advertising products. There are many advertisements in computer newspapers and fashion magazines that we usually read.
Of course, printed products are not necessarily for the purpose of promoting advertising products. It also contains textual content such as news, character introductions, and novel stories. But we can conclude that printing and advertising are synonymous within a certain range. The color application in the printing we introduce below is related to the color of the advertisement.
(1) Newspapers Many of the current newspapers have adopted the color version. It has been confirmed by research that overprinting red in newspaper advertisements can increase the attention of black and white advertisements by 50%, and adopting full-color advertisements can increase attention by 70% compared to black and white advertisements degree. The correct use of color in newspaper advertisements has a good publicity effect.
1. Attract people's attention. Consumers' attention to color advertisements is much higher than that of black and white advertisements. Among them, warm colors (yellow, red, etc.) are more attractive than cool colors (blue, green, etc.).
2. Can truly reproduce the form of commodities, characters and scenery. Many products can only reproduce their appearance and texture through color. Such as color film, color TV, car, handicraft, clothing knot, etc., only with color can look more beautiful.
3. Highlight the focus of publicity. If you want to focus on the four aspects of the advertisement, or which part of the product, you can make it more eye-catching through the color.
4. Improve the appeal of the picture. Color advertisements can stimulate the speaker's emotion more than black and white advertisements. Make the picture strong. Different colors have different emotional effects. Generally speaking, women prefer warm colors, men prefer cool colors, teenagers prefer bright colors, and middle-aged and older people prefer deep, steady colors.
5. Improve memory effect. Compared with black and white advertisements, color advertisements can leave a deeper impression on consumers, and the memory effect is better.
Although color plays an important role in advertising performance, in advertising works, such as advertising photography or advertising painting, it is not that the more colors, the better. The colors should be selected and used according to the specific content and actual visual effects shown. Sometimes colors are used too much. On the contrary, it will destroy the propaganda effect. In the design of newspaper advertisements, we must pay attention to just right.
(2) Magazine
Magazine ads use color printing more than newspaper ads. Because the general magazines are printed more exquisitely and the paper is finer, the fax of the advertisement works is better. At the same time, the magazine advertisements are required to pay more attention to the use of color in the design process to give full play to the visual appeal of the picture. For example, in advertisements promoting food, clothing (see below), interior decorations, luxury lamps, and new cars, the value of realistic colors is obvious.
In these advertisements, colors can tell people the advantages and characteristics of these products more vividly than words. If consumers have ever seen a food packaging or trademark in a magazine advertisement, they will be able to identify it in the supermarket and make a quick purchase decision. It is also a magazine-produced work. Compared with two-color advertisements and color advertisements, black-and-white advertisements have different attention rates.
This shows that color ads can attract more readers than black and white ads or two-color ads. Some psychological studies have also shown that adding color to advertising pictures has a greater impact on increasing the attention rate of female consumers (see the figure below). Therefore, in the design process of magazine advertisements. For some targeted, female-oriented advertisements, more use of color screens or rendering in color can greatly increase the attention rate of advertisements. Of course, the cost of color advertising will be higher, but the increase rate of color advertising readers is higher than the increase rate of cost.
Graphic designers have found that warm-tone ads are more attractive than cool-tone ads. Many advertisements in magazines often adopt a design method based on warm colors. In the application of colors 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 performance is a symbol of nobility. Green represents relaxation and rest, symbolizing nature, health and freshness. Black means solemnity, seriousness, etc. The design of the advertisement must choose the overall warm and cold tone according to its content and visual effect, and then consider the local tone.
Summary: This series of topics mainly introduces the professional knowledge of color, as well as some precautions, color matching methods and skills in practical use. I do n’t know if you have a deeper understanding of color after reading the article. I hope you can always recall the color application knowledge mentioned in this article when designing your work to help you use color accurately.
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