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上海大学学报(社会科学版)

• 广告学 • 上一篇    下一篇

广告色彩漫谈

钱朝阳   

  1. 上海大学影视艺术技术学院，上海 200444
  • 收稿日期:2006-02-21 修回日期:1900-01-01 出版日期:2007-07-15 发布日期:2007-07-15

Talking About Advertising Colors

QIAN Chao-yang   

  1. School of FilmTelevision Arts and Technologies, Shanghai University, Shanghai 200444, China
  • Received:2006-02-21 Revised:1900-01-01 Online:2007-07-15 Published:2007-07-15

被引次数

33

摘要： 色彩是人类最敏感的、视觉神经反应最快的一种信息，“色彩的感觉在一般美感中是最大众化的形式”。色彩依赖于具体形象而存在，色彩在广告中具有“先于形象，大于形象”的特殊作用，是广告审美形式的重要因素。广告色彩的运用，要从深入了解产品或广告主题、媒介及广告对象对色彩的心理联想、特殊情感与喜好入手，灵活运用色彩学的原理和象征规律，从而创造出独特的广告色彩语言。

关键词: 色彩原理, 广告色彩特征, 广告色彩运用

Abstract: Color is a kind of information most sensitive to human beings, most quickly reflected on their nerves of visual sense. In general aesthetic feelings, color sense is most popular. And as an important factor of advertising aesthetics, color depends on specific images and possesses the special function of the “going before images and being larger than images” in advertisement. For application of advertising colors, it is necessary to understand deeply products, advertising themes, the media as well as the psychological associations, specific emotions and fondness of advertising targets, and use flexibly the principles of colors and the regulations of symbols so as to create a distinctive language of advertising colors.

Key words: characteristics of advertising colors, application of advertising colors, principle of colors

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