How to match colors in advertising design?

Color and eyes are as important as our ears appreciate music. It's hard to imagine what the world would be like without color. Color can arouse people's emotions and describe people's thoughts, so in logo design, like all designs, the insightful and appropriate use of color is very worthy of attention.

In many cases, this book introduces articles about color. In addition to the psychological expression of color, it must be easy to identify. As a background color, it is widely used in a series of graphic design. We will see some famous representative colors that can cause * * * psychologically and what is associated with them.

Blue is the most popular color-it conveys peace, tranquility, harmony, trust and self-confidence. Today's LOGO designers are lucky to use the color of 2 16, and there are many blue colors to choose from. For designers, it is a happy thing to create excellent signs. On the other hand, if blue is used in food or cooking, it is a very bad thing, because there are few blue foods on the earth, which will only stimulate people's appetite. ? Putting soft colors and cool colors (such as green) together will make people feel depressed. Blue and neutral colors (such as gray or beige) will be considered as good greeting colors, but be careful of orange and blue, because the combination of these two colors will be effective and give people a sense of instability.

Beige is a neutral color, implying practicality, conservatism and independence. It may be boring and dull, but as a graphic background color, it is very simple, just like brown and green, blue and pink. Beige is great as a background color, which helps to understand the design content to the greatest extent.

Black is widely regarded as a sad, serious and depressing color, but on the positive side, it can be regarded as a rich and mysterious color. Using black as the main color is usually very cautious-if you plan to design a children's bookstore, black is the worst choice, but if it is a studio or gallery, black may be the best choice. After all, black is the most attractive color for artists. And in colleges and universities or places that express mystery, they all like to use black.

Brown is another conservative color, showing stability, simplicity and comfort. Like black, if used incorrectly, it will be very annoying. Successful applications include: brown photos. On some occasions, brown can also express the ideal of health and family outdoor activities.

Green should be used very carefully, because for most people, he has a strong feeling, both positive and negative. In some cases, it is a friendly color, indicating loyalty and wisdom. Green is usually used to describe production, medical care and other fields in the financial field, but in many people's minds, it is often compared to jealousy and meanness.

In most cases, gray is conservative, representing practicality, sadness, safety and reliability. It may be a boring color, which means boring and lifeless. It's incredible to use it as a background. Unless you want to convey a gloomy and conservative idea to customers, you'd better choose other neutral colors as the background color, such as light brown and white. But if the gray is properly mixed with some cool colors, such as melancholy and depression, it may be successful.

For most people, lavender is another color that can express color emotion. Often used in romantic stories, homesickness and nostalgia, in the case of beauty, it is very important to express creativity, unusual and unforgettable.

It is also often used.

Whether we like pink or light purple. Full of tenderness and femininity, which requires us to use it according to your specific situation.

Purple is a mysterious color, symbolizing imperial power and spirituality. It is not only a good choice, but also the only choice in non-traditional and creative aspects.

Orange is a warm color, which means enthusiasm, vitality and luxury. If you want to look gorgeous, please use orange! As a prominent color tone, it may stimulate the mood of your customers, so it is best to use it less and put it in a prominent working position. And be sure to use orange and blue carefully.

Red is the warmest color, expressing enthusiasm and passion. Heat and fire, speed and enthusiasm, generosity and excitement, competition and attack can all be reflected in red. It may be an exciting and disturbing color. But it's not good to use brown and blue light purple. Red expresses the same temperament as orange, brown and yellow, so you can easily express your feelings.

Sunshine is yellow (at least in our hearts), so yellow expresses optimism, happiness, idealism and imagination. If you make up your mind to use yellow, it is a good choice to use it as the background to form the difference between light and dark.

From the psychological point of view, white has the meaning of cleanliness, purity, simplicity, directness and innocence. In design, white is the most common background because it is the easiest to identify. As a "colorless" background, we can use colors at will. In design, we have more colors to choose from, but we must choose the color that suits us best.

What is the color essentials of packaging?

The color of packaging is the most active factor affecting vision, so the color design of packaging is very important.

Determine the total hue

Whether the overall feeling of packaging color is gorgeous or simple depends on the overall tone of packaging color.

The total hue is directly reflected by the basic color attributes of hue, lightness and purity. Such as bright tone, dark high tone, fresh tone, gray tone, cold tone, emphasis, weak tone, soft training, hard tone, re-tone and so on.

area factor

Besides hue, lightness and purity, color area is an important factor that directly affects hue. The first consideration of color matching is the arrangement of large areas of colors, which has a long-distance visual effect on packaging and display. 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. ?

visual identity

Visibility refers to the clarity of color matching levels. Good visibility is very important in visual communication design such as packaging and advertising. Visibility depends on the striking degree of the color itself on the one hand, and on the contrast between the colors on the other. In the advertising design, its principle and method are also introduced in detail, which can be used as a reference for the color design of packaging and decoration.

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.

Interval color

The use of interval color refers to the use of another color in the middle of adjacent and contrasting colors, such as interval or * * *, 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 gradual change in color, hue, brightness and purity. Gradient color has a harmonious and rich color effect, which is widely used in color processing of packaging.

contrast color

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, so it is an advertisement.

Symbolic color

This is a kind of conceptual coloring that does not directly imitate the color characteristics of content, but is applied according to the common understanding of consumers. It is mainly used to express a certain spiritual attribute of a product or a certain brand concept. For example, the packaging of cigarettes in China has chosen the color symbolizing the Chinese nation-red.

Signal coloring

The logo color mentioned here is not the color of a trademark, but the color used to distinguish different kinds or similar products.

Color of chromatographic column package. For example, different colors are used to distinguish the packaging colors of different components of the same brand of daily chemical products. In treatment, the area, shape and position should be changed.

Secondary color

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.