Do you know the color of 130? -blue light rain color lesson summary (2)

When it comes to color, the color attributes that many people can think of are hue, lightness and saturation. I have been designing for nearly 65,438+00 years, including my usual photography and painting, and I also use color knowledge. I can feel color, but I can't express it, so I can't let people around me understand it-color must be a popular science knowledge worthy of every ordinary person's perception and understanding. Color is closely related to our life.

First, change a way of thinking to understand color.

Color family-10 color family

Appearance and interior of color-also known as hue.

Colors are divided into 10 color families, namely 1 laodahong, 2 silly oranges, 3 lazy yellows, 4 complex yellow-green families, 5 neutral greens, 6 complex blue-green families, 7 melancholy blues, 8 complex blue-purple families, 9 strongest purples, and 10. (as shown)

Tone -4 tone regions, 12 tone positions

The change of light and shade of color+the change of lightness-lightness+saturation/chromaticity (two conditions are indispensable), which is similar to the three sides and five tones in painting sketch and is the specific content to explain the change of color details in the color family.

What are the four color areas? They are fresh area, Ming and Qing area, dark area and turbid area. Fresh area 12 tone position (from right to left) (sharp, accented); Ming and Qing Dynasties (bright, light and light tones); Dark areas and bright areas (strong tone, dark tone, dark tone); Turbid area (Z-shaped arrangement) (light tone, weak tone, astringent tone and dark tone) (as shown in the figure)

Second, color knows people.

Subjective attributes (hue, hue, richness, intensity); Objective nature (degree of stimulation, collocation rules)

Tone and personality

I like warm colors, like joking, like relaxed atmosphere, cheerful, naturally fun; Generally, you take the initiative to make a deal, with a bottom line, and only buy what you think is in line with the market price; Competitive sports that like to move, such as football and basketball.

Like cool colors, high cold, serious, rigorous, love to pay attention to the matter itself; Generally passive trading, no bottom line, as long as the value, how much to buy; I like quiet sports, such as yoga, walking, billiards and golf.

Rose red-material color; Blue-ideal color, calm color, communication color and insight color; Orange-fraternity color; Red-action color and target color; Yellow-its own color; No green; Purple-the color of wisdom and spirituality; Black-the color of loneliness; White-clean, pure and futuristic.

Warm colors: bordeaux, scarlet, orange red, orange yellow, orange yellow, yellow green.

Cool colors: blue-green, blue and blue-purple.

Neutral: green, purple

Mood and Life —— Metaphor

Pale tone-infancy (1favorite tone for children aged ~ 2)

Clean, safe, no side effects, representing nature and comfort.

Light tones-early childhood (colors that children aged 3-6 like)

Mingdiao-primary school (the favorite color of children aged 7~ 12)

Sharp tune-junior high school (13~ 15 years old)

In the period of rebellion, speech is the most hurtful, which requires sovereignty, respect, pure tone, brilliance and excitement.

Senior high school (16~ 18 years old)

Reflecting pressure, the color sinks.

Focus-University (19~22 years old)

Grasp the initiative, full of youth, full of hope and vitality for the future.

Weak tune-marriage period (about 30 years old)-the first turning point in life

The happiest color, the color of love.

Plain tone-family burden period (about 40 years old)-the second turning point in life

Beautiful and mature women with charm and connotation

Dark tone-precipitation enjoyment period (about 50 years old)

The most powerful and desire to buy, the tone of high-end quality demand.

Dark tone-fear period (about 60 years old)

Pressure, intensity and stability in tone coexist.

1 1. astringent tone-enjoyment period (about 70 years old)-the third turning point in life

Be casual, open-minded, work hard, begin to accept the contradictions of your body, ability and heart, and begin to relax.

12. Weak voice-mental regression period (about 80 years old)

Mature mind, easy to have nothing to want, especially open, in the color system of mother, children will be very happy.

Actual case:

Pale tone+pale tone-simplicity after vicissitudes, experience and taste of youth.

Light tone+light tone+emphasis-young and lively

Light tone+light tone (40 years old)-idealism, lack of self-confidence

Tone and Consumption View —— Visual Communication

The film and television industry is often most concerned about visual communication, and at the same time, it has conducted in-depth research on its own audience.

1, the values of economy and dedication are easy to satisfy-widely used in sharp, emphasized, clear and light tones.

2, show off wealth, publicity, sense of status, enjoy the feeling of being respected, love to follow the trend, like foreign products-widely used in dull, strong, dark colors.

3. Individualization, uniqueness, diversification, attention to taste, youthfulness, attention to face value, experience, interest, cultural significance and growth significance-widely used in astringent tones, dark tones and dark gray.

4, no brand tendency, prefer simplicity, leisure, localization, patriotism, pay attention to the spiritual connection between people, * * * enjoy the times-widely used in light tones, weak tones, white.

Once "Pearl Princess" catered to the first consumer group; The Queen of the Palace caters to the second consumer group; The Story of Yan Xi Palace caters to the third and fourth categories of consumers. There is underlying logic behind the emergence of every product.

Richness and personality preference-color chart

The more color families, including cold and warm colors, indicate that the greater the richness;

Rich-active, outgoing, easy to accept external things, suitable for sales.

Small and rich-serious, have their own ideas, careful, suitable for management and finance.

On the bottom thinking logic of employers-putting the right person in the right position.

Strength and way of doing things-matching

1.？ Use light colors and slow light colors in a large area and light colors in a small area-lazy and casual-scene pictures: Northern Europe, Japan, MUJI-after 9000

70% look at people, 30% look at things, most of them are perceptual+minority rational, easy to be indecisive and entangled, and like to be guided; Be polite to people; Soft ears, easy to accept the opinions of people around, vacillating; Not good at rejecting others; People who naturally like self-confidence and can help him make decisions; Learn from others' bottom line; Once injured, absolutely escape.

2.？ Heavy and fast-large area dark, small area bright-neat and powerful-scene picture: minimalist and modern-post-80 s-post-90 s

Not being human, absolutely rational; Cold, unique way of doing things, attention to details, love to see a person's personality from details; Pay attention to specialty, experience, growth, culture and face value; Like to look at things as a whole, do not pursue luxury goods, do not like publicity, pay attention to quality, exquisiteness and details; Pay attention to the underlying problems, call a spade a spade, don't like beating around the bush, pay attention to the results, and pay more attention to every detail of the process; There is no price bottom line, as long as he thinks it is worth it and how expensive it is; Emphasize logic; Leave opportunities only to those who are prepared, self-disciplined and demanding; I have many interests, love learning and broad vision.

3.？ Heavy but slow-large area dark, small area dark-steady and hesitant-scene map: classical American-post-60 s and post-70 s.

70% look at things, 30% look at people, most of them are rational+a few are emotional, and making decisions is very slow; I like to compare in many ways. After I know the market extensively, I have my own estimated price before making a decision. Mature, cautious, like people with professional qualities, like people who can be human beings, like the feeling of taking advantage, have their own price bottom line, consume goods that are comparable to the market, don't buy expensive ones, don't buy cheap ones, buy middle ones, like continuous exploration, and must have a sense of principle and bottom line. I like people with professional qualities to help him decide to some extent, and at the same time, I don't forget to respect him.

4.？ Lively-large area light color, small area dark color-refreshing and friendly-live picture: simple style-grandma crowd

I don't care about people. When I meet someone who likes to work hard, I will buy things I don't need, just to support myself. Easy to self-clinch a deal, absolutely emotional; Simple, clean, simple and transparent heart, good or bad performance in the face, as long as someone is good to him, you will remember it all your life; Willing to be a witness of others, enthusiastic and easy to introduce; Once you get hurt, take revenge immediately and give you publicity; Simple, honest, frank, straight to the point, don't like beating around the bush.

Strength is the general direction of light, and four directions represent four angles, while people are often not pure enough, and all four directions will be combined.

Color demand of all mankind-16 color impression coordinates

16 color impression coordinate = four quadrant consumption view

Color marketing-not selling but selling.

Typical cases: IKEA, famous products, Uniqlo-classify goods by color, there is always one you like!

The color of skin care products is better than pure white, because the light impression is safe enough!

Hot dogs are roasted into mature colors, which arouses appetite and arouses consumption desire; Harvest ~ luxurious color impression!

Color matching is related to price. Some natural impressions are cheap, while others are expensive.

Third, the multi-dimensional collocation of colors

When the color price can't be sold, make a fuss about the texture and shape.

Diversified expectations = color+shape

Case: I want to have a stable sense of youth-stable classical color matching+exquisite thin-footed carving (the smaller the shape, the younger)

Color impression, position impression and shape impression

Diversified expectations = color+texture

Case: I want to have a stable and romantic feeling-stable and classical color matching+silky and soft gauze curtain.

Two sides of texture: soft light shows both quality and maturity; Matt is casual and cheap at the same time; Highlight fashion, test cleanliness, and make it easy for fall in price.

Position of color impression and texture impression

Stimulation and collocation

1. Stimulation degree

Red has the longest wavelength (P 14) and the greatest irritation-insect repellent.

Red-purple wavelength (p12);

Blue-green has the shortest wavelength (P6) and the least irritation-blue-green is the eternal main color.

Gray has the shortest wavelength and is the most comfortable color (gray is produced by white+black, some light is absorbed, and some light is reflected to form gray; Gray in foreign countries is produced by complementary colors or three contrasting tones, with high color fullness, which varies with different light, while gray in China is weak (what is not absorbed is the color presented).

A strongly stimulating color cannot be used as the basic impression color (background color).

Blue-violet light (cold light), white light and amber light (warm light) repel mosquitoes —— Application of landscape design

Moths cannot see red light.

The smaller the stimulus, the more comfortable it is, and if it is too comfortable, it will faint; The greater the stimulus, the more energetic you are, and excessive spirit will drive you crazy. It is very important to grasp the degree.

The actual case about the degree of irritation: the reason why doctors in operating rooms wear green clothes (when people look at the color with strong irritation for a long time, the brain will automatically make up the corresponding complementary color. In order not to make mistakes in the operation, they can see the surrounding green in time to reduce the stimulation caused by seeing red, restore normal vision and ensure correct operation.

matching

Spatial color distribution: 70% background color (basic impression), 25% theme color and 5% ornament color (Asia)

60% background color (basic impression), 30% theme color, 10% ornament color (Europe and America)

Matching path: first, look at color tendency from hue; Secondly, from the perspective of intensity (lightness), the appropriate tone; Thirdly, adjust the visual comfort of color from the perspective of stimulation.

Color matching minefield: complementary color+1: 1 color matching ratio

? Complementary color+1: 1 color matching ratio+two colors have no transition color.

The most beautiful principle of collocation: the same color impression is matched with nature (suitable for each other)

Be good at finding changes, comparing and being effective (complementary resources)

The collocation of adjacent color families is more friendly, and the farther away the collocation is, the less friendly it is (proximity principle)

Match the outline first, then gradually improve the details, and refuse to memorize (overall color matching)?

Customer's desired matching effect: expected effect = beauty * distraction.

? Realistic effect = collocation * time+space+people under comprehensive consideration

Actual effect > = expected effect-meet customer recommendation conditions?