Knowledge of color matching.

On the twelve-color ring, two similar colors are called harmonious colors. The harmony of colors gives people a feeling of implication, richness, elegance, pleasure and comfort. The main reconciliation methods are:

Homogeneous color harmony

Refers to color combinations with the same color but different lightness, such as light green, bright green and dark green, or light red and dark red.

Approximate pitch sum

It refers to the coordination of different colors of the same ingredient, such as orange, vermilion and Huang Dou with yellow ingredients, which are easy to coordinate together.

4. The rhythm of color

Rhythm is an important factor that constitutes the sense of form of a picture, and there are many changes in the picture, such as strength, size, light and shade, rigidity, height, reality and so on. The alternating changes of these contradictory parties are not simple repetitions, but various forms of rhythmic movements, which are repetitive and developing, and all aspects restrict and promote each other, reflecting the harmony of nature. Judging from the picture effect, there are intense, stable, happy and melancholy. Various colors form an organic whole to reflect the same theme and blend in rhythm.

In color relations, contrast is the factor of change, and harmony is the factor of unity. The basic requirement of packaging color design is to deal with the relationship between change and unity, seek change in unity and unity in change, and the two complement each other. At the same time, the good color effect of packaging does not lie in the use of too many colors, but in the choice and cooperation of colors. Too many colors are easy to produce the feeling of "flowers", which is tacky.

Four, brand-name packaging carton design example

Marlboro cigarette case is dark red at the top and pure white at the bottom. The logo of Marlboro is striking black, and the top of the cigarette case is decorated with gold-plated Philip? The logo of Morris Company; Two fine horses guarding a golden crown easily remind people of the masculine beauty of western cowboys, cater to men's psychological needs for freedom, roughness and strength, and give people a feeling of exquisiteness and luxury. In the endless stream of new cigarette products in China, the main colors of packaging are red and gold, such as Zhen Hong of Fupai, the sauce red of the best Yunyan, the magenta of Camellia, the pink of Aoguan and the dark red of Hongyun. ; There are also Hongtashan cigarettes, the dignified Hongtashan is tied with the product name, and the surrounding light clouds indicate the product characteristics; The fragrance is elegant and the aftertaste is endless.

The packaging box of Confucian family wine adopts the traditional color matching with blue background, red stripes and black characters, which not only highlights the sacredness of Confucian family wine, but also gives consumers a sense of reality and trust. The color of the bamboo-flavored green wine box is also modeled after the dark green design of bamboo. The cartons packed with liquid series in the Forbidden City are based on the dark blue commonly used in the Qing court and decorated with the dragon pattern, and the effect is excellent.

The * * * on Kodak film box is easy to associate with warm sunshine and golden sunshine, and the red mark is highlighted on the dark yellow background, which is very eye-catching and creative and brings huge economic benefits. Fujifilm's green packaging easily reminds consumers of the layered green, lush, lush and refreshing combination design. The orange-red trademark is lined with fruit green background and white diagonal stripes, which feels very harmonious in strong contrast and has excellent visual effects.

Although there are not many color languages in Japanese Buyi series green tea packaging boxes, they are full of vitality and freshness through concise and bright color effects and appropriate lightness and color contrast. The packaging box design of oolong tea was changed from the usual color to black, which achieved good results after entering the international market. This is mainly because people are used to seeing dark green and brown tea packages, and suddenly a black package has become the visual center, which has aroused consumers' curiosity.

When people observe various external objects, the first thing that causes reflection is the color pole, which is the most sensitive and responsive visual information symbol among human visual elements. Attention to color accounts for about 80% of human vision, while attention to shape only accounts for about 20%. Color plays an important role in packaging and decoration design.

When people are in a shop, what attracts their attention and can attract their attention is nothing more than their impression of color, which is the most unforgettable.

(1) color classification; Colors are divided into four categories: primary colors, intermediate colors, composite colors and complementary colors.

Colors that cannot be decomposed in colors but can be mixed with other colors, such as red, yellow and blue, are primary colors, that is, three primary colors. A color that is a mixture of two primary colors is called an intermediate color. For example, red and yellow are orange, yellow and blue are green, and blue and red are purple. Multicolor is a kind of color modulated by two intermediate colors, such as orange replacing orange green with green and so on. Complementary color refers to a secondary color in the primary color, or a color that matches the composite hue. The above four colors are also called primary colors (primary colors), secondary colors (secondary colors) and tertiary colors (secondary colors) in turn, and secondary colors can also be called secondary colors.

② elements of color; The three elements refer to hue, purity and lightness of color. They have different properties.

Hue refers to the appearance characteristics and differences of colors. Because light waves with different wavelengths act on people's retina, people will have different color feelings. Hue refers to red, orange, yellow, green, cyan, blue and purple. Their wavelengths are different, among which red, orange and yellow light waves are longer, which has a strong influence on human vision. Blue, green and purple light waves are very short, and their influence is very weak. Hue mainly reflects the inherent color and cold and warm feeling of things.

Purity refers to the saturation of pigment. The purity of color reflects the sense of quantity of things, and the purity is different, that is, the high-purity color and the low-purity color show different sense of quantity of things. Red, orange, yellow, green, cyan, blue and purple have the highest purity. The purity of each color in the red series, such as orange, vermilion, pink and eosin, is lower than that of red, and the purity between them is also lightness, which refers to the degree of depth and lightness of colors. All colors have shades. This level is black, white and gray. Of the seven colors of red, orange, yellow, green, cyan, blue and purple, * * *, orange and green are the brightest, followed by red and cyan, and blue and purple are the darkest. The change of color brightness, that is, the change of depth, makes the color have a layered and three-dimensional sense.

③ The essence of color; Different colors, when their light waves act on people's retina, will make people feel different, so people will have different psychological reactions such as cold and warm, light and shade, light and weight, strength, distance, expansion and contraction when facing different colors.

Cool and warm colors. Green, blue and purple can give people a quiet, cool and cold feeling, while red, orange and * * * can give people a warm, warm and exciting feeling.

Between the cool color and the warm color, there is also a lukewarm intermediate color, such as yellow-green, blue-green on the color ring. There is also a hierarchical relationship between cool colors and warm colors. Some are cool colors, such as purple, lemon yellow and blue-purple, and some are warm colors, such as orange red, orange yellow and blue-green. The relationship between cold and warm comes from the contrast of hue.

The weight of color. Light and heavy color sense is the visual effect of hue saturation. The colors that feel heavy are all colors with high hue saturation, and those with low saturation feel light. Because the purity (saturation) value of color is different, its weight sense is also different. If the psychological weight of white is 100g, black is 187g, * * is 1 13g, green is 133g, blue is 152g and purple is/kloc-0.

The distance of color. The sense of far and near color is produced by the cold and warm relationship of color acting on people's visual experience. Generally cool colors give people a sense of distance. In nature, the blue mountains give people a sense of distance; Warm colors give people a sense of closeness.

The expansion and contraction of color. The extreme feeling of color expansion and contraction is visually produced by the different lightness of color. Generally, the swelling color is lighter and the shrinkage color is darker. Compared with gray, white is swollen. It is the lightness of color that reflects the sense of light and the size of things.

Cold and warm colors, light and heavy, far and near, swelling and shrinking, bright and dark, strong and weak not only explain the essence of color, but also reflect people's psychological and visual emotions, and there are differences. Feeling contrast. This color contrast has a strong visual effect and is very propaganda.

(4) color tone; The hue of color can arouse people's psychological activities and cause pleasure and beauty.

Red gives people a feeling of enthusiasm and joy. People use it to express information such as fire, life, vitality and danger.

The blue tone gives people a calm and broad feeling. People use it to express information such as the future, high technology and thinking.

* * * * Adjust it, giving people a warm and light feeling. People use it to express information such as light, hope, lightness and concern.

The green tone gives people a fresh and peaceful feeling. People use it to express information such as growth, life and security.

The orange tone gives people a feeling of excitement and maturity. This is a very popular color.

The purple tone gives people a feeling of elegance and nobility. People use it to express long-standing, profound, rational, noble and indifferent information.

Black tones give people a sense of nobility and fashion. People use it to express weight, rigidity, masculinity, industry and other information.

White tones give people a pure and noble feeling. People use it to express information such as cleanliness and cold.

Red (symbol: sunset, flame, blood) is warm, enthusiastic, alert and dangerous.

Orange (symbolic things: ears of wheat, sunset, flame) is stable, subtle, rich, joyful, nutritious, gorgeous and attractive.

* * * * (symbolic things: moon, banana, flowers) is bright, bright, brilliant and rich.

Green (symbolizing things: trees, grasslands and spring) is hope, life, peace, health, safety and freshness.

Blue (symbolic things: blue sky, sea and moonlight) is ideal, rational, broad, broad, eternal, cold and calm.

Purple (symbolic things: grapes, cloves, wisteria) is noble, quaint, mysterious, subtle, freehand brushwork and fantastic.

White (symbolic things: white clouds, medical care, snowflakes) is clean, sacred, pure, medical and cold.

Black (symbolizing things: hair, devil and night) is seriousness, sin, terror, silence, mystery, indifference and death.

Gray (symbolic things: dirt, feathers, fur) Ordinary, lost, moderate, decadent, gloomy graphic design theory knowledge (color matching) I: the symbol of various colors;

Red is warm, lively, lively, revolutionary, warm, happy, auspicious and dangerous. ......

Orange is bright, gorgeous, exciting, sweet and happy. ......

* * * * Clear, cheerful, noble, hopeful, developed and focused. ......

Green, fresh, calm, comfortable, peaceful, soft, youthful, safe and ideal. ......

Blue is profound, eternal, quiet, rational, honest and cold. ......

Purple is elegant, noble, charming, arrogant and reckless. ......

White is pure, pure, simple, sacred, bright, faint and nothingness. ......

Gray is modest, ordinary, silent, gentle, lonely, melancholy and negative. ......

Black is noble, serious, vigorous, solid, rough, silent, dark, evil, terror, despair and death. ......

Psychological effect of color

The direct psychological effect of color comes from the direct influence of physical light stimulation of color on human physiology.

Psychologists have done many experiments on this. They found that in the red environment, people's pulse will accelerate and blood pressure will rise.

Emotional, impulsive. In the blue environment, the pulse will slow down and the mood will be calm. Some scientists have found that color can affect brain waves.

Brain waves are alert to red and relaxed to blue.

Color is the most sensitive thing for human vision. If the color of the home page is handled well, it can be icing on the cake and achieve twice the result with half the effort. The general application principle of color should be "overall coordination and local contrast", that is, the overall color effect of the homepage should be harmonious, and only local and small areas can have some strong color contrast. In the use of color, you can use different main colors according to the needs of the home page content. Because colors are symbolic, such as light green, emerald green, gold * * * *, and taupe can symbolize spring, summer, autumn and winter respectively. Secondly, there are professional logo colors, such as olive green for military police and white for medical care. Color also has obvious psychological feelings, such as cold and warm feelings, advance and retreat effects, etc. In addition, color is also national, and different ethnic groups have great differences in color preferences due to the influence of environment, culture, tradition and other factors. Making full use of these characteristics of color can make our home page have profound artistic connotation, thus enhancing the cultural taste of the home page. Here are some common color schemes:

1. Warm color. That is, the collocation of red, orange, * * *, ochre and other colors. The use of this hue can make the home page present a warm, warm and enthusiastic atmosphere.

2. Cool colors. That is, the collocation of cyan, green and purple. The use of this hue can make the home page present a quiet, cool and elegant atmosphere.

3. Contrast tones. That is, colors with completely opposite colors are collocated in the same space. For example: red and green, yellow and purple, orange and blue, etc. This kind of color collocation can produce a strong visual effect, giving people a bright, lively and festive feeling. Of course, if the contrast color is not called well, it will be counterproductive and produce tacky and dazzling adverse effects. It is necessary to grasp the important principle of "harmony between big and small", that is, the overall tone should be unified and harmonious, and there can be some small strong contrasts in some parts.

Finally, consider the depth of the background color of the home page. A term borrowed from photography here is "high profile" and "low profile". Light background color is called high-profile; The deep background color is called low-key. If the background color is dark, the text color is light, and the light content (text or picture) is set off with a dark background; Conversely, if the background color is light, the text will be dark, and the dark content (text or picture) will be set off by the light background. This change in depth is called "lightness change" in chromatics. On some homepages, the background color is black, but the text is also dark. Because the brightness of colors is close, readers will feel very tired when reading, which will affect the reading effect. Of course, the brightness of the color can't change too much, otherwise the brightness contrast on the screen is too strong, which will make the reader's eyes unbearable.

Color matching of web pages

The color of a web page is one of the keys to building a website image, but color matching is a headache for netizens. What color should be used for background, text, icons, borders and hyperlinks ... and what color should be used to best express the expected connotation? Ajie talks about some experiences here, hoping to inspire you.

First, let's learn some basic knowledge of color:

1. Color is produced by the refraction of light.

2. Red, yellow and blue are three primary colors, and other colors can be mixed with these three colors. The expression of colors in the html language of web pages is expressed by the numerical values of these three colors. For example, red is the color (255,0,0), hexadecimal representation is (FF0000), and white is (FFFFFFFF). We often see that "bgcolor = # FFFFFFFF" means that the background color is white.

3. Colors can be divided into achromatic colors and colored colors. Achromatic color refers to the system colors of black, white and gray. Color refers to all colors except achromatic colors.

4. Any color has the properties of saturation and transparency, and the change of properties produces different hues, so at least millions of colors can be made.

Is it better to use color or non-color in web page making? According to professional research institutions, the memory effect of color is 3.5 times that of black and white. In other words, generally speaking, color pages are more attractive than completely black and white pages.

Our usual practice is: the main content text is achromatic (black), and the borders, backgrounds and pictures are colored. In this way, the whole page will not be monotonous and the main content will not be dazzling.

● non-color matching

Black and white is the most basic and simple collocation. White words on black background, white words on black background are very clear. Gray is a common color, which can be matched with any color, and can also help the harmonious transition of two opposing colors. If you really can't find the right color, try gray, and the effect will never be too bad.

● Color matching

Colors are ever-changing, and the collocation of colors is the focus of our research. We need to learn some color knowledge further.

1. color ring. We will press "red->; Huang-> Green->; Blue->; "Red" gradually changes, and a color ring can be obtained. The two ends of the color ring are warm and cold colors, and the middle is medium color. (as shown in the figure below)

Red, orange, orange yellow, yellow-green, green, turquoise, turquoise, blue, violet, purple, red.

|___________| |____| |_________| |_________| | | | |

Warm color neutral system cold color neutral system