色彩是富于表情的,具有強(qiáng)烈的情感屬性。 

       紅、橙、黃、綠、藍(lán)、紫六個基本色相(Hue在正常情況下具有不同的心理效應(yīng)與色彩感受效果: 

       紅色——彩度高,有活躍、熱烈、活力、熱情、吉祥、喜慶等潛在寓意。 

       橙色———介于紅黃之間,有成熟、營養(yǎng)、香甜、溫暖等潛在寓意。 

       黃色——明度與彩度都較高,有明亮、權(quán)威、財富、快樂等潛在寓意。 

       綠色———柔和而穩(wěn)定,有自然、生命、健康、和平、恬靜等潛在寓意。 

       藍(lán)色——冷色的極端色,有沉靜、智慧、高遠(yuǎn)、廣闊、未來等潛在寓意。 

       紫色—明度最低的色彩,有高雅、華貴、嫵媚、優(yōu)雅、神秘等潛在寓 意。 

       綜合理解商業(yè)品牌標(biāo)志的視覺傳遞要素,并且準(zhǔn)確運(yùn)用這些色彩的“潛臺詞”,可以使品牌在直觀的視覺形象塑造上,避免誤導(dǎo)信息的產(chǎn)生,使之具有獨(dú)特魅力和建立持久有效的良好的品牌影像(Brand Image)。 

     上面這些基礎(chǔ)知識對于品牌的視覺綴飾來說是非常重要的基礎(chǔ),美國商業(yè)攝影家格雷·伯威特說過:“在商業(yè)藝術(shù)中你要讓受眾明確了解你的意圖,否則產(chǎn)品就賣不出去,相對來說,如何發(fā)人深省、催人思考倒還在其次! 我認(rèn)為:色彩同樣適用于一切廣告設(shè)計!

      Color is expressive and has a strong emotional attribute.

      Hue has different psychological and color perception effects under normal conditions

      Red - high color, active, enthusiastic, energetic, enthusiastic, auspicious, festive and other potential implications.

      Orange, between red and yellow, has potential meanings of maturity, nutrition, sweetness and warmth.

     Yellow has high lightness and color, and has potential meanings such as brightness, authority, wealth and happiness.

     Green -- soft and stable, has the potential meaning of nature, life, health, peace, tranquility and so on.

     Blue, the extreme color of cool color, has the potential implication of calmness, wisdom, lofty, broad and future.

     Purple, the color with the lowest lightness, has the potential of elegance, luxury, charm, elegance and mysteryMeaning.

      A comprehensive understanding of the visual transmission elements of commercial brand logo, and the accurate use of these color "subtext", can make the brand in the intuitive visual image building, avoid the generation of misleading information, make it have a unique charm and establish a lasting and effective good brand image.

      The above basic knowledge is a very important foundation for the visual decoration of a brand. Gray bowitt, an American commercial photographer, said: "in commercial art, you should let the audience clearly understand your intention, otherwise the product will not be sold. Relatively speaking, how to make people think deeply and think deeply is still the second!

      I think: color is also suitable for all advertising design!