试论现代平面广告设计中的色彩应用

Modern Graphic Design in Color Application

平面广告就形式而言,是现代传递信息的重要方式,是广告主与受众间的媒介。从设计的角度来看,它包含着文案、图形、线条、色彩、编排等要素。其中色彩作为平面广告中必不可少的一部分,对增强广告表现力、表达广告内容、吸引目标群体有着至关重要的作用。色彩设计亦成为平面广告设计师的重要研究领域。文章阐述了色彩在平面广告设计中的重要性,随后分析色彩的心理感受和象征意义两个层面的应用方向,进一步总结平面广告设计中色彩应用基本方法。

print ads on the form, it is a modern way of transmitting information is important, is the medium between advertisers and audiences. From a design perspective, it contains a copy, graphics, lines, colors, layout and other elements. Which color print ads as an essential part of the enhanced advertising performance, expressing advertising content to attract the target group has a vital role. Color design has become an important area of research print ads designers. This paper describes the importance of color in graphic design, then analyze the application direction of the psychological feeling of color and symbolism two levels, further summarized in graphic design basic color application methods.