现代广告新媒体设计中的色彩运用研究

Research on the Application of Color in Modern Advertising and New Media Design

广告设计中的视觉效果直接影响着广告质量,合理的色彩运用作为广告的视觉语言,不仅能够塑造良好的视觉效果,更能够影响人的心理左右人的情绪,展现出特有的魅力和吸引力,让目标消费群体在大批量的广告投放中迅速定位。现代广告新媒体设计过程中,应理清新媒体对其产生的影响,合理把握色彩运用内涵、掌握色彩运用原则,通过创新方式结合多样化技巧,以传递无法用文字形容得更深层次的言语意境,从而实现宣传效果的提升。本文主要研究现代广告新媒体设计中的色彩运用,分析其特征及规律,总结行之有效的设计策略,以期为新媒体设计从业者提供方向,使最终呈现的广告达到预期效果。

The visual effect in advertising design directly affects the quality of advertising.Reasonable use of color as the visual language of advertising can not only create a good visual effect,but also influence people's psychology and emotions,showing unique charm and attraction,so that the target consumer groups can quickly locate in mass advertising.In the process of modern advertising new media design,we should sort out the influence of new media on it,reasonably grasp the connotation and principle of color application,and combine innovative ways with diversified skills to convey the deeper language artistic conception that can't be described in words,so as to improve the publicity effect.