Abstract: Advertising has become an important part of people's lives, which profoundly affects people's lives and people's first impression of an advertisement.

The past was acquired through color, so we should combine the characteristics and particularity of color with people's psychology to give people eyes and hearts.

Spirit brings beauty enjoyment while giving full play to the role of advertising. This paper expounds the universality of advertising design from two aspects: color emotion and color application.

The application of color in advertising design and the influence of color as a design language on advertising design.

Keywords: advertising design; Color; intelligence

With the development of today's society and the change of consumption concept, the advertising industry is also booming. Walking in the street, the figure of advertisement

Can be seen everywhere. Nowadays, advertising has become an important factor in people's daily life. The main function of advertising is to promote a product.

Products, promote a brand, so that consumers can accept and understand. When people buy necessities and consumer goods, they usually choose.

Those products with advertisements and brands feel that these products are more secure. Therefore, when advertising designers help customers advertise,

Therefore, products must be combined with the psychology of the market and consumers in order to fundamentally impress consumers to pay attention to products. A picture that goes deep into everyone's heart.

The advertising design of a good advertisement naturally becomes an indispensable link in the advertising process.

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Principles of advertising design and the value of color in advertising design

The designer's psychological feeling has a huge space beyond real life, based on life, and fully embodies the design intention in his works.

And thoughts. This process is a special psychological activity, including creativity, imagination, inspiration and other ways of thinking. tschaikovsky

It is said that inspiration is "not fond of visiting lazy guests", and the premise of Du Fu's "writing like a god" is "reading thousands of books", so accumulating knowledge is one of the foundations to get inspiration. Only when designers experience life personally and find their true feelings can they inspire a strong

The design desire makes the designed advertising works move the viewer's mind, arouse the viewer's aesthetic singing and promote the spread of advertising.

Broadcasting effectively reflects the aesthetic function and market value of advertising design ⅲ.

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To be a good work, an advertising design must have a good visual communication effect. When people first come into contact with a design.

When writing a work, the first thing that attracts its attention is the color of the work, followed by the graphics, and finally the text. People's first impression of advertising.

Perception is usually obtained through color. Beautiful color configuration can always directly affect people's perception, memory, association and emotion.

So generally speaking, the color in advertising design is the key to the success or failure of a work. The Functional Value of Color in Advertising Design

Mainly reflected in its salience, cognition, portrait, emotion and aesthetics. Color is the first key to grasp human vision.

This is also the focus of an advertising form. Advertisements often attract people's attention by using personalized colors. By combining coloring

Specific images, using different colors, make people have different physiological reactions and psychological associations. Colors express people's beliefs and expectations.

And the prediction of future life. "Color is individuality" and "color is thought". As a design language, color is widely used in the field of advertising design.

The meaning expressed is profound and extensive. Compared with composition and modeling, it has more visual impact and abstract personality characteristics, and is designed by advertisements.

Soul and essence. The use of color is a crucial factor in advertising design. Color has a strong expressive force, and it is also true now.

In contemporary advertising design, the expressive force of color is an important factor affecting people's visual impact and artistic appeal. It can be given intuitively.

People have different psychological reactions such as gorgeous, noble, elegant and kitsch [2].

In addition, the color of advertising design has the value of enhancing people's recognition and memory. If the advertising design is composed of good colors, people will often be left behind.

Impressed, this is because the color characteristics of the surface of things people touch are sometimes more profound than their essential characteristics. Colors can also convey.

People's concept, using the creativity of color design to create a more concentrated, stronger and simpler image, thus deepening the public's cognition of advertising information.

Cognitive level, to achieve the purpose of information dissemination |3]. Therefore, color plays an important role in design and occupies an important position in advertising design.

Become more and more important. Color can not only balance the picture composition, but also convey different color languages and release different color emotions.

Do a good job of communication between the viewer and the picture, and play a role in conveying feelings. Bright colors help advertisements attract more attention.

The value of attracting attention, because people's visual nerve is the most sensitive to the feeling of color, and color stimulates the visual nerve far more than black and white, leaving people behind.

To leave a deep first impression in modern advertising design, designers need to find suitable colors freely in modern society and get them.

Inspiration makes colors attract or delight consumers' eyes. With the help of various treatments of color, people can recognize and identify it, which is helpful for creation.

Personality needs, so as to deepen the impression of advertising. Therefore, color has a special attraction in advertising design.

Second, the color emotion of advertising design

Emotion is the experience of attitude towards objective things. Because of people's memory, illusion and association, the emotion of color still exists without image.

Picasso said that color, like form, is inseparable from our feelings. Color is the most expressive artistic language. It will lead to

The viewer's different feelings and associations produce different emotions. The actual psychological process of advertising color design is mainly abstract thinking and image movement.

And emotion is extremely important. Because emotion is the link between designer and audience.

Experience of attitude towards objective things.

Advertising pictures have a clear main color, so we should handle the relationship between graphic color and background color. Designers should be clear about color positioning. Synchronous color

The combination of color and basic shape can also make us better recognize graphics, because color is symbolic and makes people different.

Lenovo has a profound influence on people's emotional activities, thus achieving the maximum effect of advertising. Therefore, the color of advertisements is related to the physiology of consumers.

Psychological reactions are closely related. Advertising color also has symbolic significance to commodities, and advertisements are expressed through the unique color language of different commodities.

Themes and creativity fully show the charm of colors, making it easier for people to identify and get close. Now, color is unique in advertising.

Achievement, recognition and symbol are paid more and more attention by designers and entrepreneurs. There are many big companies and enterprises that are carefully selected.

A certain color is used as an image color and a representative color to represent itself. The important value of this visible color in advertising design.

(1) uses the excitability of hue to arouse people's interest in watching. Warm colors such as red, orange and yellow and colors with relatively strong contrast are harmful to people.

Strong visual impact can give people a sense of excitement, attract people's attention to the pictures of advertisements, and make people interested in advertisements.

Cool colors such as blue and green, as well as colors with low brightness and poor contrast, will not strongly impact the vision in an instant, but give people a calm and stable feeling, which is suitable for expressing the scientificity and reliability of high-tech products.

(2) Use the bright and lively feeling of color tones to produce beautiful and pleasant effects. Generally speaking, warm colors, solid colors, bright colors and contrasting colors.

Colors make people feel fresh, lively and happy. Using this characteristic of color to design advertisements can make people feel willing to accept and tell information.

(3) The different tastes of commodities are reflected by the sense of gradation of hue. Colors also have a sense of class, and they always use gorgeous and luxurious tones.

High-end products, those simple and generous colors are always associated with practical products, such as fashion advertisements and cosmetics advertisements, which are often high in color and bright.

Expressed in highly contrasting colors, it gives people a gorgeous feeling.

(4) Use the warmth and coldness of colors to express the characteristics of different commodities. In advertising colors, designers often use warm colors to express food.

Products, because the color of food is mostly red, orange, yellow and other warm colors. For example, children's products often give people the feeling of being warm, lively and full of Korean flavor.

Gas, so children's products advertisements also use warm colors. The advertisements for air conditioners, refrigerators and cold drinks are mainly cold colors such as white and blue, which makes people feel.

To the cold and refreshing.

Therefore, enterprises should aim at market demand and social psychological tendency, seize the pulse of the times, and design the best color of enterprise products.

Third, the application of color in advertising design

Color is the most sensitive visual information symbol to human visual stimuli. According to research, people's attention to color occupies most of their vision.

8O, but the attention to form is only 2O. In front of shops and advertisements, most people have an unforgettable impression that color will produce cattle. }} 1 color

Color plays an important role in advertising design. Therefore, the application of color in advertising design pays more attention to the study of public characteristics.

Characteristics of making feasible scheme. The cold, gray, bright, dark and strong colors in advertising design are not only the essence of color, but also the mind of the viewer.

The reflection of reason and visual emotion. Compared with painting color, advertising design color pays more attention to striking and contrasting factors to reflect the attraction of color.

Gravity and charm. If designers can make full use of these factors and conditions, advertising design will achieve ideal visual effects.

(1) conforms to the attribute characteristics of advertising products. Before planning how to express visual elements, we must first make clear what they want to express.

"Content determines form" }5). Different products have different emphases. Home appliances should be high-tech, accurate and humanized.

Food should be fresh, delicious and nutritious, and clothing should reflect the wearer's personal taste and life proposition. Color perception of designers.

"The right medicine" provides the basis of application, especially the application of product image color, which is everywhere in advertising. The product image color is outside the product.

The inherent colors of appearance, such as green of vegetables, orange of oranges, red of tomatoes and dark brown of coffee. The use of image color helps to eliminate.

Consumers quickly judge the nature of products and have corresponding associations in quality.

(2) Just as a product has its image color, so does an enterprise.

Corporate image color is an important part of corporate visual identity system. In the market competition, many large enterprises attach great importance to upgrading themselves.

Overall brand image, improve the added value of products. In advertising, in order to let consumers identify their products among many brands, enterprises

The industry usually adopts a unified propaganda color, and gradually forms an iconic color image, thus enhancing consumers' recognition of the brand. because

Therefore, the advertising color should consider the overall publicity and planning of the enterprise in order to establish a good image of the overall unity of the enterprise.

(3) Color habits in different regions. Color habits in different regions are aimed at the target market of products and the location of advertising promotion.

Field to select the advertisement color. We know that different countries and nations have different views on color because of different cultural backgrounds, religious beliefs and customs.

Understanding and cognition are also different. Advertising color design should respect the color taboos of different ethnic groups and regions, otherwise it will greatly destroy advertising.

Effect, and even lead to unexpected consequences.

(4) Based on the principle of "unity of change", the so-called unity of change is actually the formation of advertising painting the west through color contrast and harmony.

Overall tone, tone reflects the character of advertising, making the product image outstanding, and the outstanding product image can leave a deep impression on consumers.

Elephant. Change is partial, and unity is complete. Only by seeking unity in change and change in unity can we achieve both contrast and harmony.

A sense of wholeness.

Today, the pace of people's life is accelerating day by day. In the face of the high-tech era and the complicated world, they pay more attention to alleviating their tired body and mind.

Emotional needs and spiritual enjoyment. In order to avoid noise and pollution in cities, more and more urbanites want to invest in nature.

Hugging, leisure and holiday travel have also become the lifestyle and popular consumption fashion of modern urbanites. Because of this, it has become a perceptual advertisement.

In order to meet this demand, modern advertising design makes full use of colors to reproduce all kinds of beautiful scenery of nature, rendering a relaxed and pleasant atmosphere to satisfy urbanites and making the people-oriented world more colorful. Color is a theme with rich connotations. The ups and downs of life make people

Happiness and sadness, the mainstream of feelings and the pursuit of life all constitute a wide range of themes in Color Life. Therefore, most successful advertisements are good.

Explore the influence of color on people's hearts, so as to meet people's deep desires and expectations. Affirm human values, rights and

Peace and tranquility and reverence for happiness have become the new themes of advertising, which is a demand to show human values. Designers will learn

Often use the emotional and expressive power of advertising colors to express a certain theme through pictures, although each color has its own unique color.

Color emotion, but different color combinations sometimes produce different subjective emotional effects. Fully grasping the emotional law of color can

In order to better express the theme of advertising, arouse people's emotions, arouse people's interest in advertising and advertising products, and ultimately affect people's choices.

We may know which hue can enhance the ability of advertising design to convey information, but visual color communication is only

Secondly, the harmonic effect of the same color and contrast may have multiple functions; The harmonious effect of various colors and contrasts can also be achieved.

Have very similar functions. In order to make better use of color and its harmonic effect, it is related to the shaping of image, appearance and interior.

Unity, so that color and the content, atmosphere, feelings and other performance requirements of the work are unified, and color matching is unified with the actual needs of improving visual efficiency; At the same time, make

Give full play to the expressive force, visual function and psychological influence of color, and give people's eyes and hearts full pleasure, excitement and beauty.

To enjoy, designers must pay attention to the content of color transmission and the public's understanding and cognition of a certain color reaction, so that psychologically or emotionally

Convey information at the level of feeling.

Four. Concluding remarks

Judging from the internationalization trend of today's advertising design, the latest development trend of color will eventually enter and greatly affect people's lives.

Every aspect of life. The concept of color in advertising design has developed from a relatively simple way of thinking to a modern way of thinking, which has been studied hard by people.

The necessity of exploration and the development of modern science and technology. This also requires people to constantly feel the color, grasp the color and study it from a deeper level.

Color. Color is an important language and factor in advertising design, and it is also a prominent aspect of design psychological function. In order to make advertising design tools

If you have certain characteristics and show distinctive characteristics, you must work hard on the choice and combination of colors, so as not to be unconventional and create uniqueness.

Distinctive personality, novel and unique color style and typical image. At the same time, we should constantly strengthen the sociology and consumer psychology of color design.

Consciousness, keep pace with the times and create wealth for social prosperity.

References:

[1] Liu Sha. Psychology of design art [M]. Beijing: Tsinghua University Press, 2006.

[2] He Gu. Graphic advertising design. Changsha: Central South University Press, 2003.

[3] (Mexico) Ferrer. The language of color [M]. Nanjing: Yilin Press, 2006.

[4] Lu Hongyang Advertising design color [M]. Nanning: Guangxi Fine Arts Publishing House, 2005.

[5] Li Wei. Advertising design [M]I Chongqing: Southwest Normal University Press, 2000.

[6] Peng Jixiang. Introduction to art [M]. Beijing: Higher Education Press, 2002.

There were two great artistic revolutions in the 20th century, and the modern art movement from the beginning of this century to around the Second World War was one of them, which had a far-reaching influence and formed all the contents and forms that we now call "classical modernism". Among many modern art movements, the author thinks that many have a considerable influence on modern graphic design, especially on form and style. They either provided nutrition for modern graphic design in thought or provided reference for reform in form, which played a very important role in promoting modern graphic design as a whole.

First, the impact of cubism on modern graphic design

Cubism is the most important movement in modern art. This movement originated from the French impressionist master Paul Cézanne. He began to explore the truth of painting around 1900. He created a large number of landscape paintings, depicting mountains and forests with small squares. He believes that only in this way can we really capture the essence of the forest, rather than just floating on the surface of things. The core of Cezanne's creation is to find the object of description and express the essence of the object's spirit, so as to achieve the spiritual likeness, rather than the simple appearance of realism. His works have also deeply influenced the younger generation of artists, especially the young Spanish artist Barbro Picasso and the young French artist georges braque. From 1907 to 1908, they began to depict people and scenery with small squares. They constantly communicate and influence each other. Their creation was resisted by the mainstream French art world at that time, but they persisted and created a wealth of works. In the specific creation, their style is becoming more and more abstract, and they begin to add printed words, waste newspaper clippings, etc. to the picture, developing the previously indistinguishable objects into basic abstract geometric figures, and the colors are becoming simpler and simpler. The author thinks that this has the significance of graphic design on a certain basis, and the graphic design at that time was gradually liberated from the specific means of expression of words and paintings. Because the central form of this movement is composed of rational analysis and synthesis of objects. Therefore, its development has certain rational characteristics. Cubism provided a reference for exploring new forms of graphic design in the 20th century. Cubism became an international movement that influenced various European and American countries around the First World War. It contains the characteristics of analysis, reconstruction and comprehensive treatment of specific objects, and has been further developed more rationally in some countries. This development leads to the analysis and combination of graphic design structure, and makes this combination regular and systematic, emphasizing the key role of vertical and horizontal combination and rational law in expressing "reality" This exploration, especially in the Bauhaus School of Design, the earliest and most modern design education center in Germany, has been carried forward and reflected in graphic design. Therefore, the author can say that cubism provides a formal basis for modern graphic design.

Second, the futuristic layout in modern graphic design

Futurism movement is an influential modernist art movement that appeared in the fields of painting, sculpture and architectural design in Italy at the beginning of the 20th century. For graphic design, the author thinks that futurism is embodied in the design of many futuristic poems and promotional materials. In order to promote futurism and establish the spirit of futurism, Philip Marley wrote a lot of poems at the beginning of the movement, which were impossible to read through. Under this premise, anarchism and unconventional layout have become a way to advocate this sportsmanship. They believe that the current languages, including grammar, syntax, etc., are old symbols and have no meaning of existence and development, and the languages of the new era should be free combinations that are not restricted by these laws. In layout, futurism advocates overthrowing all traditional layout methods and replacing them with completely free ones: the layout is free, criss-crossing, chaotic, with diverse fonts and different sizes, forming a completely chaotic and anarchic form in layout. Therefore, from here on, Italian futurism formed its own graphic design style, which is called "free writing"-the layout and the content of the layout should be unrestrained and free. This idea has been fully exerted in the design of posters, books and magazines designed by futurist artists. Words are no longer a tool for expressing content. In the hands of futurist artists, words become a visual factor and a structural material similar to painting graphics, which can be freely arranged and laid out without any inherent principles. What I want to express here is that futurism provides a highly free arrangement in graphic design for reference. When the modernist graphic design style was formed, especially after the Second World War, it was established in the West and became an international graphic design style. This irrational and regular style is basically accepted by mainstream design circles. Especially from the end of 1980s to 1990s, futuristic style gained great attention in the field of western graphic design. The wide application of computers in design makes it very easy to design similar futuristic styles, so it becomes fashionable and fashionable. It has formed a unique and classic application effect on the layout design of modern graphic design.

Third, surrealism in modern graphic design

Surrealism is another important modernist art movement in Europe, which has developed in literature, drama and art to varying degrees. Gu Ming

As the name implies, "surrealism" refers to an anti-aesthetic school that is above "realism".

Surrealism has achieved great success in art, and this movement should be said to have started with the term "surrealism" put forward by Apollinaire in 19 17. Cirico's works are the most typical. His paintings reflect his impression of Turin, Italy, not the real Turin, but the Renaissance and industrial city in his dreams-cold, severe, lost, desolate and inhuman barriers, which describes the fear of intellectuals at this time. His works reveal a spiritual world that exists but has never been kept secret, which shocked the art and cultural circles. These mysterious and unknown spiritual worlds are precisely the ideological and spiritual influence of surrealism on modern graphic design. It reveals the potential consciousness of human beings, and expressing this idea through artistic creation will promote the enlightenment of modern graphic design in concept and creativity in the future, promote the promotion of modern graphic design to ideological creation, and make the expression of modern graphic design more conceptual and rational.

When modern art is on the stage of human art, some schools of modern graphic design are constantly forming and developing, some are worldwide, and some are limited to a certain field. Now, it is difficult for us to evaluate their value and position in the history of design, and it is also difficult to infer the possibility of their future development. But the author still tries to summarize some development trends of modern graphic design under the influence of modern art from several aspects. Due to the limitations of various conditions, this summary is bound to be one-sided, because only with the passage of time can people gradually and correctly understand this part of "history" that is happening now. Of course, in the end, both art and design have their own demands in separation, but one thing is the same, that is, through visual charm and spiritual embodiment, * * * meets the diverse needs of human beings and the corresponding expectations for the ideal lifestyle.

References:

[1] World Graphic Design History was published by Wang Shouzhi China Youth Publishing House in 2002.

[2] Zhu "Modern Poster Art History" Shanghai Bookstore Press, 2000.

[3] History of Graphic Design by Philip Meggers, Yunnan People's Publishing House 198 1 year.

[4] 20th century style and design Stevie Bailey Philip Ghana Sichuan People's Publishing House 2000.

How to write the graduation thesis of print advertising design provides some topics for reference.

1, Interpretation of Hong Kong-made designer Li Yongquan's poster

2. Form design in graphic design

3. "Plane space" in layout design

4. Cultural "theme" and product modeling foundation

5. Design institutions oriented to 2 1 century.

6. Spirit and matter in graphic design

7. Break through the traditional tradition-tradition and modernity in graphic design.

8. Talking about the creativity in graphic design

9. Digital smile-the application of numbers in graphic design

10, based on local conditions and looking at the world.

Application of non-paper materials in book binding.

12, "Bo Gu" and "Bo Gu" (on today and ancient times)

13, the values of packaging design

14. Why do China advertisers say no to humor?

15, On "Power" and Poster Design

Functions and characteristics of computer icons.

On the modeling design of mascots.

18, on the graphic composition of advertisements

19, packaging design of tea eye drinks interwoven with tradition and fashion

20. Advertising activities should emphasize interactivity (on the interactive relationship between "Hot Olympics" activities and audiences)

2 1, on the visual feeling of posters with characters as the theme

22. Talking about the "three-dimensional" trend of modern illustrations

23. From Western Symbol to China Schema (looking for the self-concept of Chinese trademark design)

24, text pictures, graphics of Chinese characters (on the visual application of Chinese characters)

25. Talking about the important role of communication in cultural advertisements.

26. Talking about the design concept of today's tourism food packaging.

27, the relationship between tourism product packaging and regional tourism brands (looking for the best point of convergence and its expression)

28. Talking about emotional interaction in wine packaging design

29. Talking about the culture in the design from the advertisement design of Sun Yat-sen Mausoleum.

30. Looking at the development of creative thinking from contradiction space in Fukuda's works.