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电视广告设计中的情景展现、情节编排与呈现的画面、色彩以及文案有着密切的关系,而图形呈现、色彩心理以及文案的表达是构成视觉心理的重要因素。电视广告通过对受众的视觉吸引、说服,表现文化特质以及引发受众的想象力引发共鸣。电视广告设计中正是以别具一格的文化特质感染受众,引发观者产生联想、达到情感及情绪上的共鸣,并影响受众的态度,说服他们产生购买行为。因此,视觉心理因素在电视广告设计中具有重
The situation of TV advertisement design is closely related to the presented picture, color and copywriting. The expression of graphics, color psychology and copywriting are the important factors that constitute the visual psychology. Television advertising resonates with the audience’s visual appeal, persuasion, performance of cultural identities, and the imagination of the audience. Television advertising design is precisely because of unique cultural identity infect the audience, triggering the viewer to associate, to achieve emotional and emotional resonance, and influence the attitude of the audience to convince them to generate buying behavior. Therefore, the visual psychological factors in television advertising design has a heavy