Research On Application Of The Color In Graphic Advertisement Design

This article based on the creative design position,and on the color in the graphic advertisement as the research object, through the multi-discipline knowledge of color,such as physics, biology, psychology, aesthetics, graphic design. Analyze the basic principle of color and color psychology, trying to illustrate the basic principles of color in graphic advertisement and the importance of the color, in order to seek the color’s using technique of expression and the methods of creative design, which provide theoretical guidance for the application of the color in graphic advertisement.This article argues that the color of the graphic advertisement design needs to follow the principle of artistic quality, integrity, vividness, according to the three basic principles, summed up the color’s using technique of expression in graphic design, the color using in graphic advertisement can be considered from three angles: first, based on the perspective of physics, biology, and aesthetic, the transmission of visual is the core, the advertisement color should be easy to be see and easy to be read, using visual rules and aesthetic principles coloring. Second, based on the marketing, graphic ads color need the theme of AD as guidance, to outstanding the product features, and to comply with the brand essence. Finally, from the perspective of psychology, make the audience psychology become the guidance,the color’s using can take advantage of the symbolic meaning of the color.Finally, this article summarizes the methods of color’s creative design from four aspects: first, starting from the color constitution, design with unified or harmony method,and comparative or complementary method. Second, standing on the color’s dynamic; divide into sense of dynamic design and sense of order. Third, from the weight of the color, can use cool color or low lightness color to display color’s heavy, use the warm color with tall lightness color to display lightsome and rise feeling; Fourth, from the culture of the color, associate design method and the symbol design method is adopted to graphic advertisement design.