北京冬奥会网页宣传的色彩设计探索——以人民网冬奥专栏为例

The Color Design Exploration of the Web Pages Promoting Beijing Winter Olympics——A Case Study of the People's Daily Online Winter Olympics Column

基于人民网2014年索契冬奥会以及2018年平昌冬奥会的专栏报道,利用视觉心理效应对网页色彩进行分析,认为人民网冬奥专题报道网页中色彩使用频率比较低,网页通过色彩建构国家认同的意识牵强,色彩与网页各设计元素关联程度欠缺,色彩情感展示程度不足。研究认为:我国大型网络主流媒体应更加重视冬季奥运会的宣传报道,在报道中重视色彩元素的宣传价值性,利用色彩改变文字视觉观感增加文字的可读性,利用色彩对网页进行版式设计优化增加网页的视觉美感,利用具备特殊意义的色彩建构起冰雪运动中的国家认同意识,借此推动我国冰雪运动的普及发展。

Based on the column reports of the 2014 Sochi Winter Olympics and the 2018 Pyeongchang Winter Olympics by People's Daily Online,the color of the webpage was analyzed using visual psychological effects,and it was believed that the frequency of use of colors in the special reports of the People's Daily Online Winter Olympics columns was too low.The consciousness of constructing national identity through the webpage color is not strong;the degree of correlation between color and the design elements of web pages is not high,and the degree of color emotion display is insufficient.It is suggested in this research that:our country’s large-scale Internet mainstream media should pay more attention to the reporting of the Winter Olympics,pay more attention to the promotion value of color elements in reports,use color to change the visual perception of text to increase text readability,use colors to optimize the layout design of web pages to increase the visual beauty of web pages,and use colors with special significance to construct national identity in ice and snow sports,so as to promote the popularization and development of ice and snow sports in our country.