The question about color

Color psychology is a very important subject. As far as natural appreciation and social activities are concerned, color is objectively a stimulus and symbol for people. Subjectively, it is also a kind of reaction and behavior. Color psychology begins with vision, from perception and emotion to memory, thought, will and symbol, and its reaction and change are extremely complicated. The application of color attaches great importance to this causal relationship, that is, from the accumulation of experience in color to the psychological norms of color, and what reaction can be produced when stimulated, which are the contents to be discussed by color psychology.

The coordination of colors is the subject of studying practical colors. It mainly pursues the harmony and beauty of color.

Pure color science is called color engineering, including color expression method, color measurement method, color planning and design, color adjustment, color management and so on. Packaging chromatics is the concrete application of color engineering in packaging color design and color reproduction, and it is the organic unity of natural color, social color and artistic color. Starting from the packaging color, packaging chromatics systematically reflects the phenomena and laws of color formation and expression, color design and reproduction. It is an organic combination of color composition, colorimetry and printing colorimetry, and an organic combination of perceptual knowledge and rational analysis of packaging color.

Psychological color

The color observed in daily life is greatly influenced by psychological factors, that is, psychological color perception is formed. In colorimetry, the name of color is tristimulus value (x, y, z); (R，G，B)； Tone, brightness, purity, dominant wavelength, etc. However, in the production, it is customary to use pink, golden yellow, green, sky blue, bright or not, shades, fresh and not fresh. These popular expressions are not as accurate as colorimetry, and their names are not uniform. According to their similarity, these names can be roughly divided into three groups. Summarize hue, color light and color expression into a group; Brightness, lightness, depth, lightness and darkness, the hierarchical performance is summarized as a group; Saturation, freshness, purity, chromaticity, color correctness and so on are summarized as a group. Such grouping is just a feeling, there is no strict definition, and their meanings are not exactly the same. For example, hue is not equal to color light, lightness is not equal to brightness, and saturation is not equal to purity, freshness and depth. But when judging color, they are also three variables, which can roughly correspond to the three variables in colorimetry. The dominant wavelength corresponds to the hue. It is often said that red has a certain wavelength range, and red is only an area on the chromaticity diagram. People will never call 500nm monochromatic light red. Brightness in colorimetry corresponds to lightness, brightness, subjective lightness, lightness, lightness, hierarchy and so on. In the same background, the color with low brightness is always darker than the color with high brightness. Purity in colorimetry corresponds to saturation, freshness, chromaticity, purity and so on.

Although the name of psychological color vision corresponds to several physical quantities in colorimetry, this correspondence is not a simple proportional relationship, nor is it a one-to-one correspondence. There are many different characteristics between them. For example, purity in colorimetry can be divided into stimulus purity and chromaticity purity. It is considered that the purity of white light is zero, and the purity of all monochromatic light (whether stimulus purity or chromaticity purity) is 1. Chromaticity purity is defined as the proportion of monochromatic light contained in colored light, indicating the proximity of a color to neutral color or white light. When psychological color vision distinguishes colored light from neutral color, it thinks that the purity of each monochromatic light is not the same. For the same monochromatic light, there is little difference among yellow, green and white light, but there is significant difference among red, blue and white light. So psychologically, although yellow light is monochromatic, its purity is lower than blue light. These psychological differences between color and white light are usually called saturation to distinguish them from chromaticity purity. Psychological light can be divided into two kinds, one is connected with the object and the other is not connected with the object. For example, when observing the surface of an object through a small hole, the observer can't see the object and can't judge the brightness by touching the object, but it is also different from the brightness in colorimetry. In order to separate the brightness of the object surface from the brightness in colorimetry, it is called lightness.

In terms of color mixing, psychological color and chromaticity color are also different. When you see orange, you will think it is a mixture of red and yellow, and when you see purple, you will think it is a mixture of blue and red. But when you see yellow light, you don't think yellow light can be a mixture of red light and green light. In psychological color vision, all colors "look" cannot be mixed with other colors. Generally speaking, there is orange with yellow in red, blue-green in green and grass green in green, but there is no blue in yellow or green in red.

Therefore, psychologically, colors are divided into red, yellow, green and blue, which are called four primary colors. Usually red, green, yellow and blue are called psychological complementary colors. No one can imagine that white is a mixture of these four primary colors, while black cannot be mixed with other colors. Therefore, red, yellow, green and blue, plus white and black, become the six basic feelings of psychological color perception. Although physically black is the situation that human eyes are not exposed to light, psychologically many people think that exposure to light is just a feeling, and black is indeed a feeling.

black

Symbolizing authority, elegance, low-key and creativity; It also means persistence, indifference and defense, depending on the style and style of clothing. Black is the favorite of most executives or white-collar professionals. You can wear black when you need extreme authority, professionalism, taste, inattention or want to concentrate on something, such as the daily dress of executives, hosting demonstrations, public speeches, writing business plans, creating works and engaging in work related to "beauty" and "design".

grey

It symbolizes sincerity, composure and elegance. Among them, iron ash, charcoal ash and dark ash invisibly send out a strong message of wisdom, success and authority; Medium gray and light gray have the silence of philosophers. When the texture of gray clothes is not good, the whole person will look dull and listless, and even cause the illusion of being sloppy and unclean. Grey is authoritative and accurate, and is especially loved by financial professionals. When you need to show wisdom, success, authority, sincerity, seriousness and composure, you can appear in gray clothes.

white

Symbolizes purity, sacredness, kindness, trust and openness; But the white area on the car body is too big, which will give people a feeling of alienation and fantasy. When you need to do things neatly to win trust, you can wear a white shirt, such as a basic white shirt, which is a must-have item for pink-collar people.

Navy blue (dark blue)

It symbolizes authority, conservatism, moderation and pragmatism. When wearing navy blue, if the color matching skills are not handled well, it will give people a dull, uncreative and boring impression. Navy blue is suitable for professionals who emphasize one-on-one execution. When you want others to listen to you carefully and show professional authority, you might as well wear dark blue items, such as attending business meetings, press conferences, proposal statements, interviewing in companies with conservative corporate culture, or giving speeches on serious or traditional topics.

Brown, Brown and Brown Series

Elegance contains stable, calm, peaceful and kind images, which gives people the feeling of emotional stability and easy to get along with. If it is not well matched, it will make people feel dull, monotonous, old-fashioned and lacking in vitality. When you need to be friendly, you can wear brown and brown clothes, such as attending departmental meetings or lunch reports, raising funds, and doing questionnaires. Brown, brown and brown are also good choices when you don't want to show off or attract attention.

red

Red symbolizes enthusiasm, sexiness, authority and self-confidence. This is a vibrant color-complete self, complete confidence and complete attention to you. But sometimes it gives people the impression that they are bloody, violent, jealous and controlling, which is easy to cause psychological pressure, so it is not appropriate to wear red when negotiating or negotiating with others; When you expect a hot scene, please also avoid wearing red. When you want to show your confidence and authority on large occasions, you can ask red items to help you.

pink

Pink symbolizes tenderness, sweetness, romance, and no pressure, which can soften attacks and appease impetuousness. Pink, which is darker than pink, symbolizes the enthusiasm of women. Compared with the romance of pink, pink is a more free and easy color. When authority is needed, it is not advisable to wear a large area of pink, and it needs to be matched with other authoritative colors. Bright pink is easy to drown people and not suitable for large-scale use. Pink is a good choice when you want to talk business with women, propose marriage, or need endless creativity, comfort others and engage in consulting work.

orange

Orange is full of maternal love or big sister's enthusiasm, giving people a cordial, frank, cheerful and healthy feeling; Pink orange, between orange and pink, is a mature color in romance, which makes people feel comfortable and assured, but if it is matched with tacky. Orange is one of the most suitable colors for social service work, especially when it needs to be as warm as the sun.

yellow

Yellow is a very bright color, which can stimulate the areas related to anxiety in the brain and has a warning effect, so rain gear and raincoat are mostly yellow. Bright yellow symbolizes confidence, intelligence and hope; Pale yellow looks naive, romantic and delicate. Mind you, bright yellow is unstable, ostentatious and even provocative, so it is not suitable for any occasion that may cause conflict, such as negotiation. Yellow is suitable for any happy occasion, such as birthday parties and homecoming. It is also suitable for wearing when you want to attract attention.

green

Green gives people unlimited sense of security and can play an important role in the coordination of interpersonal relationships. Green symbolizes freedom, peace, freshness and comfort; Yellow-green gives people a fresh, energetic and pleasant feeling; The low lightness of grass green, dark green and olive green gives people a calm and intellectual impression. The negative meaning of green implies concealment and passivity. If you are not careful, you will feel uninspired, have no background, and easily lose the sense of group participation, so you need other colors to reconcile. Green is a color that is very suitable for participating in any environmental protection, animal protection activities and leisure activities, and it is also very suitable for diving.

blue

Blue is a color with both spirituality and intellectuality. In the test of color psychology, it is found that almost no one hates blue. The bright blue sky symbolizes hope, ideal and independence; Dark blue means honesty, trust and authority. The enthusiasm of Zhenglan and Baolan is firm and wise; Light blue and pink blue can completely relax themselves and each other. Blue is the most widely used color in art design; In terms of wearing, it is also the least taboo color. As long as it is blue that suits your "skin color attribute" and is properly matched, you can wear it with confidence. You can wear blue when you want to calm down, when you need to think, when you are negotiating or negotiating with others, and when you want the other person to listen to you.

purple

Purple is an elegant, romantic and philosopher-like color. Purple light wave is the shortest and rarely seen in nature, so it is extended to symbolize noble color. Lavender romance is different from pink girlish style, but it feels noble, mysterious and unattainable like a veil. Deep purple and brilliant purple are gorgeous romance full of charm, a little wild and hard to detect. If the weather, location and people are not right, wearing purple may cause the illusion of arrogance, affectation and frivolous. If you want to be different, or to show the mystery in romance, you can wear purple clothes.

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