Research About Color Of Online Advertising Design

With the birth of the Internet, online advertising which has become the fourth largest forms of advertising came into being. Online advertising, which is widely spread via the Internet with the carrier of the numeric code and with the designation of adopting advanced electronic multimedia technology, is a kind of advertising form with good interactive function. From a technical side, online advertising is featured with digital, multimedia and hypertext, while in terms of its transmitting, it has some features like strong interaction, various forms, rich in content, wide range, and pertinence. Color Design theory is the theory guidance of online advertising color design, in which the three color properties is theoretical tool for understanding color, digital color space is a real tool for color design. Cognition function of color to reproduction of objective entity is the important tool of conveying advertising messages. The color can create the aesthetics. Color design will directly affect the appearance and appeal in the online advertising, and it has become the bridge of transmitting abstract information to bear information and resort to emotional scientific. Therefore, this article conducts a comprehensive in-depth study for online advertising color design.This paper begins with color psychology, analyses some major psychological elements of online advertising and its application---including color association, color symbolism, and color preferences in the online advertising color design. Using the psychological effects of color---the cold and warm sense, light and heavy feeling, strong or weak sense, advance and retreat, and hard and soft feeling unifies functional beauty with artistic beauty of the color. Aesthetic theory is creatively combined with visual aesthetic characteristics of online advertising in order to sum up the principles of online advertising color design, that is, color design balance, the harmony of color, the emphasis of color contrast and the overall style of color. The paper comes up with study method of color design from the information delivery, cultural background, corporate image and aesthetic. It combines theory with case studies to explore color design for online advertising and to inspire design ideas so as to improve design standards.