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/book/color/index.html There are many books about color. If you feel good, you can go to the second-hand book network to buy them. Cheap. Help learn colors. Advertising industry is the most widely used color matching design skill in the field of advertising design. This section focuses on the norms and techniques of color matching in advertisements and the color effects in various media. First, advertising color Modern advertising has become an important factor in people's lives. When purchasing daily necessities and consumer goods, people generally choose products with advertisements and brands, and feel that these products are more reliable and secure. The main purpose of advertising is to promote a product and a brand for consumers to accept and understand. Therefore, designers of advertising companies must combine products with market and consumer psychology when helping customers advertise. (1) The communication, identification and symbolism of advertising colors are important factors in advertising performance, and the role of advertising colors is to convey certain commodity information to consumers. Therefore, the color of advertisements is closely related to consumers' physiological and psychological reactions. Color has a profound influence on the advertising environment and people's emotional activities. Advertising color has symbolic significance to commodities. Through the unique color language of different commodities, consumers can easily identify and feel close, and the color effect of commodities can induce people to some extent. Nowadays, more and more designers and entrepreneurs begin to pay attention to the unique communication, recognition and symbolic role of color in advertisements. Some large foreign companies and enterprises have carefully selected a certain color as their image color. In advertising design, in addition to the symbolic influence of color on people's feelings, it is also necessary to make full use of the cooperation of words and image descriptions to give full play to the rich associative role of advertising works. The application of advertising color should be based on the premise that consumers can understand and accept it. Designers must also observe and summarize the color language in life and avoid using some colors that consumers are forbidden to use. (2) Advertising color and consumer psychological color can affect people's mood. Some colors in advertising works will give people a sweet and sour feeling, such as cream yellow on the cake, which will give people a soft feeling and arouse people's appetite. Therefore, food packaging and advertising generally use warm colors. Proper use of commodity colors should not be ignored in advertising design. Therefore, the psychological factors of color must be considered in advertising design (the first part of this topic is about the introduction of the emotional relationship between color and people). The following briefly introduces the common psychological effects of several basic tones. 1, red visual stimulation is strong, which makes people feel active, warm and energetic. In people's minds, red is often associated with auspiciousness, good luck and celebrations, and naturally becomes a common color in festivals and celebrations. At the same time, red is easy to be associated with blood and artillery, with a sense of life and jumping, and with a dangerous and horrible smell of blood. Fire extinguishers and fire engines are red. 2. Bright yellow has a strong sense of brightness, making people feel bright and pure. Young plants are often pale yellow, with new, simple and naive associations, and can also remind people of extremely nutritious food such as egg yolk and cream. Yellow is related to disease and weakness, and so is the decline and withering of plants. So yellow makes people feel empty, poor and unhealthy. 3, orange has the advantages of both red and yellow, and the lightness is soft, which makes people feel warm and bright. Some ripe fruits are often orange, and most grass-rich foods (bread, cakes) are orange. Therefore, orange is easily associated with nutrition and sweetness, and is an acceptable color for people. In some countries and regions, orange is associated with fraud and jealousy. 4. Blue, an extremely cold color, has the characteristics of calmness and reason, just corresponding to red. Blue easily makes people feel clear, detached and far away from the world. Dark blue breeds deep, depressed and mysterious feelings, as well as strangeness and loneliness. 5. Green is composed of blue and clear of yellow, which is consistent with people's natural life. Therefore, it has the function of balancing human emotions and is an easily accepted color. Green is consistent with the color of some immature fruits, which will cause sour taste and bitter taste. Dark green is easy to produce a deep negative and indifferent feeling. 6. Purple has an elegant temperament. Red personality also has the characteristics of blue. Deep purple can make people feel depressed, bored and mysterious. The above introduces the positive and negative psychological effects through a hue. In the application of advertising color, we should grasp the psychology of consumers, use specific color relations and give play to the unique personality of color, which is the icing on the cake of advertising creativity. Second, printing color printing and advertising can actually be said to be the same. Advertising has many means of expression, such as television, multimedia animation, graphic design and so on. Advertising is spread through print media, newspapers, outdoor billboards, light boxes, etc. Then the advertisements in print media and newspapers are printed and published on paper for a wider range of advertising products. There are many advertisements in computer newspapers and fashion magazines that we usually read. Of course, printed matter is not necessarily a product of advertising, but also includes news, people's introduction, novels and stories. However, we can draw the conclusion that printing and advertising are the same thing to some extent. The application of color in printing that we introduce below is related to the color of advertisements. (1) Newspapers Many newspapers now use color editions. According to research, overprinting red in newspaper advertisements can increase the attention of black-and-white advertisements by 50%, and adopting full-color advertisements can increase the attention of black-and-white advertisements by 70%. The correct use of color in newspaper advertisements has a good propaganda function. 1, striking. Consumers pay more attention to color advertisements, rather than black and white advertisements, warm colors (yellow, red, etc. ) is more attractive than cool colors (blue, green, etc.). ) .2, can truly reproduce the shape of objects, people and scenery. Many commodities can only reproduce their appearance characteristics and texture through color. Such as color film, color TV, cars, handicrafts, clothing knots, etc. Only with color can it look more beautiful. 3. Highlight the key points of publicity. In advertising, if you want to highlight four aspects, or which part of the product, you can make it more eye-catching through color. 4. Improve the appeal of the picture. Compared with black and white advertisements, color advertisements can stimulate the speaker's emotions and make the picture more appealing. Different colors have different emotional functions. Generally speaking, women like warm colors, men like cool colors, teenagers like bright colors, and middle-aged and elderly people like deep and steady colors. 5. Improve the memory effect. Compared with black and white advertisements, color advertisements can leave a deeper impression on toll collectors and have a better memory effect. Although color plays an important role in advertising performance, in advertising works, such as advertising photography or advertising painting, the more colors, the better. We should choose and use colors according to the specific content and actual visual effects. Sometimes too many colors are used. On the contrary, it will destroy the propaganda effect. In the design of newspaper advertisements, we should pay attention to being just right. (2) Magazine advertisements use color printing more than newspaper advertisements. Because general magazines are beautifully printed and have fine paper, the authenticity of advertising works is better. At the same time, magazine advertisements are required to pay more attention to the use of color in the design process and give full play to the visual appeal of the picture. For example, in advertisements promoting food, clothing (as shown below), interior decoration products, luxury lamps, new cars, etc. The value of realistic colors is obvious. In these advertisements, color can tell people the advantages and characteristics of these products more vividly than words. If consumers have seen the packaging or trademark of a certain food in magazine advertisements, they will recognize it more easily in the supermarket and make a quick purchase decision. It's also a magazine advertisement. Compared with two-color advertisements and color advertisements, black-and-white advertisements have different attention rates. This shows that color advertisements are more attractive to readers than black-and-white advertisements or two-color advertisements. Some psychological studies also show that adding color to advertising pictures has a greater impact on improving the attention rate of female consumers (as shown below). Therefore, in the design process of magazine advertisements, for some targeted advertisements mainly targeting women, more color pictures or color rendering can greatly improve the attention rate of advertisements. Of course, the cost of color advertising will be higher, but the reader growth rate of color advertising is higher than the cost growth rate. Graphic designers find advertisements in warm colors more attractive than those in cold colors. Many magazine advertisements often use warm colors as the main design technique. In the use of colors in magazine advertisements, we need to consider the symbolic significance of various colors. On some occasions, gold and silver can be luxurious if used properly. Yellow is a symbol of nobility. Green represents relaxation and rest, symbolizing nature, health and freshness. Black stands for solemnity, seriousness, etc. In the design of advertisement, we must choose the whole warm and cold tone according to its content and visual effect, and then consider the local tone.