The Studies On The Colour Communication Of Real Estate Newspaper Advertisement In Modern China

With the development of China’s market economy since the1990s, real estateadvertising industry is developing rapidly. Now, China’s visual communicationspread of color is in full development period, and it is fully used in the real estatenewspaper ads.In this context, we will select2296the real estate ads in the2011full year’s"Beijing Daily","Xinmin Evening News" and "Southern Metropolis Dailynewspaper" for a sample, and use12parameter indexes, which can descript of thecharacteristics of the real estate newspaper advertising color spread, as variables forstatistical analysis. Meanwhile, this paper combines the different intentions of thebasic colors of the real estate newspaper ads in the public mind, color spreadcharacteristics of the real estate newspaper ads in differences cultural, analysis of thedesign influence factors of color spread, to analysis and research the status of colorspread in modern Chinese newspapers real estate advertisements,1. This study found that: the main colors in accordance with their respectiveproportion of the total sample from high to low is followed by blue, yellow, green,pink, white, purple, red, gray/black, orange. The meaning of the blue in the realestate newspaper ads is on behalf of the ocean, calmness, generosity and restraint.Yellow with his inherent color symbolizes the riches and honor. Green representsmanor, the nature, the health, comfortability, greenness, environment and othermeanings in real estate newspaper ads of color spread. Pink represents the image ofwarmth, happiness, elegance and live. The purple symbolizes the image of noble,elegant, luxurious, luxury; Red is in most cases on behalf of the family, joy, thanks,houses and other images; In the frequency of orange is not much, and mostly it is usedin ordinary residence on behalf of small, vitality image. Black, grey as neutral color isusually used to symbolize calm，generous and steady images. Along with the changeof the tonal collocation, the main colors of representative imagery will also appearsome corresponding changes, such as if the main colors used only as background,it isoften used to strengthen contrast to highlight the slogan font, at this time, its originalimage will disappear or diminish.2. The study also found that: Beijing real estate advertising prefer orthodoxcolors of yellow, red, Shanghai areas like to use the elegant and gentle colors, the Guangdong region is fond of green. Although the region has its own characteristics,but looking from the whole the performance of the overall features of modern realestate newspaper advertising color spread, the first is fit with a specific color culture,the second is the consistency of the basic tone, the third is a continuation of the basiccolors and the fourth is fit with the brand image.3. From the various elements of the spread of color effects, such as consumergroups psychological factors on real estate newspaper advertising color selected, thepopularity of mainstream fashion colors on the color spread of the real estatenewspaper ads, design language elements to modern real estate newspaperadvertisement color spread, Thus the newspaper advertisement color propagationcharacteristics of real estate, one is to use color harmony to create a cheerful visualexperience, the second is to use the color of the magnificent to enhance the class ofthe goods, the third is the use of color excitement to stimulate to watch, and thefourth is the use of different color temperature to perform the different commoditycharacteristics.4. homogenization in color spread is very common in real estate newspaper adscolor spread, the form of color spread is limited, so we should use and inherittraditional architecture color utilization, integrate and develop local color style andinternational color style, and innovate the new style in usage and spread.