Research On Color Intention Control In Brand International Communication

The shift of visual culture makes the visual nature gradually become the main cultural factor of consumer society,and emphasizes the importance of brand visual elements.As the most significant visual element,hue can make consumers perceive the brand image more intuitively,and it is an effective symbol for the construction of brand image.At the same time,in the current pattern of deepening globalization,the trend of brand internationalization is increasing,and many multinational brands also begin to pay attention to the role of color presentation in international communication.Therefore,the research on tone intention control in brand international communication can not only fill the theoretical vacancy of tone practice,but also provide guidance and suggestions for brand tone innovation and development under the guidance of new computing technology,so as to meet the development trend of the times.After studying the tone intention control in brand international communication from the visual dimension,it is found that the brand tone is mainly composed of light and dark mode,specific hue mode and fresh gray mode.Various tone contrast and harmony effects including hue contrast,lightness contrast,color contrast,unified attribute harmony and order harmony in brand international communication are analyzed.Secondly,after studying the tone intention control in brand international communication from the psychological dimension,it is found that the tone presentation in brand international communication will cause consumers’ different tone feelings and tone associations,and the tone symbols of the same tone in different countries are also different.Furthermore,after studying the tone intention control in brand international communication from the technical dimension,it is found that the brand international communication in the electronic age has experienced the tone change of tone display channel from print media to electronic media,tone coloring technology from CMYK to RGB mode,and tone production mode from empiricism to machine algorithm,At the same time,it also puts forward a new outlook for the international communication of brands under the guidance of the intelligent era.At the same time,aiming at the generation effect of tone intention control in brand international communication,this topic also uses eye movement experiment and in-depth interview methods to study.After verifying the relevant research hypotheses and analyzing the experimental data,we finally come to the research results that the works with Chinese tone elements retain the most profound memory,the tone effects of different types of international brands vary from person to person,and the intention control effect of low color bright gray tone is poor.Based on the above research conclusions,some important enlightenment on the control of tone intention in brand international communication is also obtained,which is embodied as follows: making good use of tone contrast and harmony method can build a visual attention center;Exploring the psychological attribute of hue can cause consumers’ emotional resonance;Intelligent computing provides technical support for tone innovation of international brands;The combination with local culture is an effective means to control tonal intention.