Do you know the color matching design of untitled articles

Color is a kind of language and also a kind of information. Color is perceptual, which can make people associate and feel cold and warm. In color matching, designers can keep the balance of the picture and the order of colors by grasping the contrast of cold and warm, light and dark, area, mixing harmony and light and dark harmony of colors.

The content of color is rich and colorful, but as long as we master the collocation method of color, follow the principles of balance, rhythm, emphasis and repetition of color composition, take the aesthetic feeling of color as the ultimate goal, and arrange color organization on the screen of graphic design works, we can obtain harmonious, beautiful and pleasant visual effects.

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Color matching based on hue

This color matching method is based on the color phase ring and carries out different color matching according to the region.

When making graphic design works, we should first decide the main color or key color according to the theme conception, content characteristics, conception effect and performance factors. Is it cool or warm, bright or bright, soft or hard, and so on.

After the main color is determined, the color matching is decided, and then the main color is brought into the color circle, and the color matching is carried out according to the same hue, similar hue, contrast color, complementary hue and multi-hue.

①? The color matching of the same hue refers to the same color, which mainly depends on the changes of different shades to form a color matching. Because it is only a monochromatic change of light and shade, it makes people feel stable, soft and unified. But the change is too small, which will make the color feel monotonous, dull and gloomy.

Poster of "There is no limit to flattery"

②? Color matching with similar hue covers a wide range. The larger the color matching angle, the more lively and energetic it is, and the smaller the angle, the more stable and unified it is. But if it is too small, it will produce a gloomy, gloomy and dull feeling. On the other hand, if it is too large, it will produce mutually exclusive and disharmonious picture effects.

③? Compared with the color matching of hue, its color matching angle is large, the distance is far, the color difference is large, and the effect is lively, jumping, gorgeous, clear and refreshing. But if both colors are of high purity, the contrast will be strong and dazzling, making people feel uncomfortable.

United Nations international peace stamps

④? The color matching of complementary colors has a complete color gamut and occupies the pigments of three primary colors, so its characteristics are clear, bright, gorgeous and brilliant. However, it is the most contrasting color scheme in hue. If the color purity is high, it will have a strong, spicy and noisy feeling.

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Color matching based on brightness

As mentioned above, each tone has a different degree of brightness, and its change can control the expression of color, and different tones can produce different psychological feelings by using the brightness of color.

For example, high brightness gives people a clear, gorgeous, eye-catching, unobstructed, clean and positive feeling, medium brightness gives people a soft, sweet, dignified and elegant feeling, and low brightness gives people a serious, cautious, steady, mysterious, depressed and dull feeling.

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Color matching based on purity

Purity is also the saturation of color. In graphic design works, the application of purity plays a role in determining the attractiveness of the picture.

The higher the purity, the more vivid, lively, attractive and conflicting the color; The lower the purity, the simpler, elegant, quiet and gentle the color is.

Therefore, high-purity colors are often used to highlight the theme, and low-purity colors are used to set off the theme, that is, high-purity colors are the main ones, supplemented by low-purity colors.

area factor

Besides hue, lightness and purity, color area is an important factor that directly affects hue. Color matching first considers the arrangement of large-area colors, which has a long-distance visual effect. In addition, when the contrast between two colors is too strong, the area of one color can be enlarged or reduced without changing hue, purity and lightness.

Seven-color rule

-Emphasize color-

Emphasis color is the key color in the overall tone, which combines area factor and visibility. Generally, lightness and uniformity are required to be higher than the surrounding colors, and the area is smaller than the surrounding colors, otherwise it will not play an emphasis role.

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-Interval color-

The application of interval color refers to the use of another color among adjacent and contrasting colors, which can strengthen coordination and weaken contrast. The interval color itself is mainly neutral black, white, gray, gold and silver. If there is a color interval, it is required that the interval color is quite different from the color separation in hue, lightness and purity.

-Gradient color-

Gradient is a kind of gradient color, hue, lightness and purity can be gradient. Gradient color has a harmonious and rich color effect, which is widely used in color processing of advertisements.

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-Contrast colors-

Contrast color is different from strong color matching, which is a color with similar area but contrasting hue and brightness. This color has a strong visual effect, that is, "advertising", which can attract people's attention instantly.

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-Symbolic colors-

This is a conceptual color, which does not directly imitate the color characteristics of the content, but is symbolically applied according to the common understanding of consumers. Mainly used to express a certain spiritual attribute or a certain brand concept of a product.

-Logo color-

The LOGO color mentioned here does not mean the color of the logo, but the color series used to distinguish different kinds of products or similar products.

For example, different colors distinguish cosmetics of the same brand, and different ingredients use different colors. In treatment, the area, shape and position should be changed.

For example, Yuxi, a domestic cosmetics brand written by Dajun before, fully considered the color elements contained in products and posters.

-Auxiliary colors-

Contrary to the emphasis color, it is an auxiliary color method to adjust the overall tone or emphasis color, which is used to strengthen the tone level and achieve rich color effects. In the design process, we should pay attention not to usurp the host's role and abuse it blindly.

For example, the following advertisement picture of HNA Modern Logistics shows orange as an emphasis color, while a little blue in the middle of the word "A" exists as an auxiliary color, which plays a buffering role for readers' vision.

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golden rule

This is a very basic rule? 60: 30: 10, main color 60%, auxiliary color 30%, auxiliary color 10%. This law is the golden rule, which is very correct at any time and anywhere.

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Color matching taboo

-Too bright neon lights-

Shiny neon colors look interesting and seem to make the page look very fashionable and popular. But they can't make the eyes feel comfortable, and often give people the uncomfortable feeling of "flashing blind".

To solve this problem, you can try to reduce the brightness of neon color to make it look darker and more subtle; Or increase the gray scale of the color to add a soft intimacy to the whole page.

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-"trembling" color-

Colors with high saturation will produce a "tremor effect", which will make you feel uncomfortable with the visual effect of blur, tremor or halo between the two colors.

But even if you don't try to match them, you can reasonably avoid "tremor" color matching through their basic characteristics:

They are all colors with high saturation.

The two colors are complementary colors on the color wheel.

They are in a symmetrical position with a distance of 180 degrees on the color wheel.

After converting the two colors into gray scale, the gray scales of the two colors are very close.

If you have to use the "tremor" color scheme, this contradiction is not irreconcilable: just add neutral colors and separate the two.

-Light color+light color-

The combination of light color and light color is also one of the most common mistakes. Maybe your color matching on a graphic design or printing related project didn't affect readability in the end, which may be caused by setting problems or color difference, but it is wrong in most cases.

No matter how you design it, such a color scheme must be difficult to read. Trying to fix this problem is actually very simple: choose a background with uniform color, and the text part can be contrasted with it.

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If you can't modify the background, you can add a layer between the background and the text to increase the contrast.

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Try to adjust the tone, brightness and saturation of the whole background picture to improve the contrast.

-Rainbow color scheme-

"Rainbow fluttering", the designer must have no love. Think about it, when a lot of colors become a part of color matching, the interference between colors, I don't know how many color matching rules have been broken.

Although this design may attract users' attention at first, the nausea and discomfort it brings to users will definitely exceed the designer's expectation, and even the content is no matter how good, it can't be recognized.

If you really want to make the page more colorful, then don't mix all the colors together. Try to use card design to carry different colors. Reasonable arrangement can not only make colors more flexible, but also ensure a sense of organization and mobility.

-Bright color+bright color/dark color+dark color-

Just like the combination of light color and light color, the combination of bright color and bright color or dark color and dark color are all recognition problems caused by close saturation. Undoubtedly, this is also a problem that needs to be avoided. Even experienced designers may fall into the pit at this time.

For example, if you are hungry, choose LOGO, and there are posters of "dialogue" between several brands:

At the bottom of the comment area, there is a fan message "shaking eyes", which is the visual discomfort caused by the combination of two colors with too high brightness.

In short, we must pay attention to the contrast of color matching and make an appropriate balance between visual contrast and readability.

-"K "black-

We often say that K in CMYK is black. Many designers' design works will span web pages and printed matter, and sometimes when designing printed matter, black will be wrongly used in network color matching.

Printed matter, including a lot of black in our daily life, is actually divided into many kinds. They are usually the effect of one color superimposed on many colors. For example, a crow's feather is black, but if you look closely, it will be slightly blue.

Therefore, when designing this kind of black, it is best to choose black with brand tone (instead of #000000). This makes it easier to coordinate when printing.

In fact, all the color matching problems mentioned above are almost all about contrast and readability. In fact, almost all colors can be used as long as the contrast between color and content and the aesthetic feeling of color matching are guaranteed.

If you don't have any inspiration or breakthrough in color matching design, remember to come to "Aiji". Com "to find the feeling.

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