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色彩应用于广告设计中已经愈发普遍,其所起的功效是广告界公认的,设计师们经常通过色彩的搭配来对消费者及观众产生视觉冲击,进而引起观众的注意及心理上的变化。本文主要阐述了色彩在广告设计中所应坚持的原则,要坚持色彩的科学应用,坚持色彩的独特性及色彩的整体性;还分析了色彩在广告设计中所起到的重大作用,可以吸引消费者的注意力,增加产品的识别度及受众者对产品的记忆力,并将产品的原貌加以还原;最后分析了在广告设计中的具体应用与表现。
Color has become more and more popular in advertising design. Its effectiveness is recognized by the advertising industry. Designers often create visual impact on consumers and audience through color matching, which leads to audience’s attention and psychological changes . This article mainly expounds the principle that color should adhere to in ad design, insists on the scientific application of color, insists on the uniqueness of color and the integrity of color. It also analyzes the important role that color plays in advertisement design, which can attract Consumer’s attention, increase product recognition and audience memory of the product, and restore the original appearance of the product; Finally, the analysis of the specific application in advertising design and performance.