The role of color in advertising design

The role of color in advertising design

Introduction: The application of color in packaging design. Product packaging has the functions of protecting, introducing, beautifying goods and guiding consumption. Let me introduce you to the role of color in advertising design, hoping to help you!

First, enhance the audience's memory of advertisements.

We often encounter such a situation in our life. Although we can't remember the name of a certain food, we can find it by its packaging color. This shows that color has a strong stimulating effect on human brain and can enhance people's memory. Scientists' research also shows that people's memory of colored things is much higher than that of things without natural colors, which means that people are more likely to remember colored objects that match the natural colors they usually see. Therefore, in the design of advertising visual communication, designers should make full use of this feature of human memory, and match the advertising theme with colors close to nature to enhance the audience's memory. This color matching effect not only conforms to people's visual aesthetic habits, but also conforms to the characteristics of the works, and at the same time can give the audience a strong visual stimulus, thus making their memories more profound. Everything in real life has its own unique color, and we know and understand something from the color. Therefore, in the visual communication of advertisements, proper use of colors can restore the original appearance of commodities, enhance the appeal of advertisements, and then enhance the audience's trust in products. "Color reproduction" is a term in photographic art, which refers to the development of color film to make the picture on the photo consistent with the color of the original scenery and characters. In the design of advertising visual communication, designers can borrow this concept to restore the original appearance of products while pursuing artistic beauty, just like presenting physical products to the audience in virtual space, which can enable them to deepen their knowledge and understanding of products through direct feelings and experiences, and then achieve the ultimate sales goal.

Second, the specific application of color in advertising visual communication

(1) Application of color in packaging design Product packaging has the functions of protecting, introducing, beautifying goods and guiding consumption, and also plays an irreplaceable role in transportation, sales and measurement. It is a medium to communicate consumers and products. Bright and unique packaging will attract consumers' special attention. Excellent packaging design can not only catch consumers' eyes through color, but also beautify and publicize goods, and even convey the concept of enterprises. Therefore, when designing product packaging, designers should first pay attention to the importance of color, and should choose some colors that conform to the attributes of goods and attract consumers according to the characteristics of products and consumers' aesthetic habits. At the same time, designers should have a scientific, rational and in-depth understanding of color, and realize the symbolic meaning, emotional expression and function of various colors, so as to enhance the market competitiveness of commodities through packaging design. For example, the packaging design of a children's chocolate has cartoon animal patterns on both sides of the box. These patterns are simple, clear, pure and lovely, which meet the aesthetic requirements of children. The lively animal patterns also increase the interest of product packaging. In color matching, the designer used bright and bright colors as the keynote, such as light yellow kitten with blue background; Pure white sheep with pink background; Bright brown puppy with light green background; Light gray rabbits with a light red background ... These bright and bright colors have no dazzling feeling at all, but highlight a liveliness in harmony, show a little escape in softness, and increase the childlike innocence and interest of packaging.

(II) Application of color in movie posters In today's society, under the impact of network and digital technology, the advertising function of printed matter is weakening day by day, but movie posters are unique in printed matter and gradually show their artistry beyond the scope of commercial posters. Movie posters basically express the theme of movies through fixed still pictures. Compared with the general advertisement, it is more like an extension of the film content, that is, through a still picture, let the audience observe and guess the development and direction of the story. Therefore, the movie poster is not a simple picture, it can arouse the association and imagination of the audience, and the picture 1 can express the theme of the movie. Based on this feature, the color of movie posters does not pursue bright color contrast and balanced proportion, but has obvious bias. Moreover, as one of the important elements of the movie poster, the audience can see the style of the poster through the use and collocation of colors. For example, movies of various styles, such as fresh and sweet, passionate, dignified and gloomy, scary and suspenseful, can be expressed through the proper use of colors and convey the attached information to the audience. Therefore, the classic movie poster can bring strong visual impact to the audience, be unique among the complicated visual signals, and leave a deep impression on people. For example, a poster of the crime thriller EdgeofDarkness (figure 1) is set in pure black, while the protagonist Thomas craven (played by mel gibson) in the center of the picture looks old and flat, half bright and half hidden in the dark. In the picture, simple lightness contrast creates a strange atmosphere. Designers also intentionally blur some detail lines, weaken the depth of field, and confine the characters to the plane, as if trapped in a spider web, which also reflects the helplessness of the protagonist and makes the audience wonder: Can Thomas, who is walking on the edge of darkness, get out of the haze completely? Thereby arousing people's interest in watching movies.

(III) Application of Color in Logo Design Logo is the most important part of the corporate image design system and the most widely used and key element in the process of corporate image communication. The visual identification system of logo design has several characteristics, such as identifiability, modernity and systematicness, and the already formed logo cannot be easily changed. Therefore, the use of color should be considered repeatedly in the design, so that the logo not only meets the aesthetic requirements of the times, but also differs from other similar products, and at the same time is consistent with the development and business philosophy of the enterprise, which can clearly convey the enterprise information. Many well-known brands have made great efforts in standard colors and auxiliary colors. For example, Mazda Company considered the standard color many times before releasing the corporate LOGO, from the initial dark green to different shades of blue, and finally positioned it as a purplish dark blue. This tried-and-true color was later called "Mazda Blue". In addition, logo design needs "recognition" and "sense of the times", so the colors considered in the design cannot be used too much by other design brands. Popular color matching will blur the personality of the logo and weaken the recognition of the logo. It should be noted that different computer monitors will have color differences, and the colors displayed on the designer's computer may be different from those when showing the manuscript to customers or printing, which will affect the expression of the effect. This is because in addition to the three primary colors, other colors extending from the three primary colors are also rich and subtle. In order to avoid color difference, designers can choose a compromise scheme, that is, display the design copy on the LCD screens of multiple desktops and notebooks, and see the color changes in the design, so as to adjust to the most ideal color.

To sum up, an important role of visual communication is to help designers send out information and let the audience accept it. In order to fully embody and give play to this function of advertising works, we designers should recognize the role of color in advertising visual communication, and on the basis of mastering its application principles, properly and reasonably allocate colors for advertising works, so that they can not only play a propaganda role, but also bring visual enjoyment and beautiful aesthetic experience to the audience.

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