Talk about the extension of "color" emotions

Executive summary: Color is the basic element that makes up the color of time, it has a strong stimulus to people's vision. The proper use of color in advertising design can stimulate consumers and draw their attention. In order to achieve the purpose of promoting products and businesses. Therefore, we must grasp the meaning of color and people's feelings of different colors in different regions. This is an important step in our advertising campaign.

Keywords: color consumption advertisements psychological emotions likes and dislikes stimulus

The color of the entire material world is extremely rich, but no matter how complex and beautiful the color is, it is composed of red, yellow, blue, black and white. Among them, red, yellow, and blue are the basic colors, and black and white are the adjustments. Color light and dark elements. In the color can not be decomposed, and can be deployed with other colors, such as red, yellow, blue, which is the primary color, that is, the three primary colors. Other colors can be constructed from the three basic colors. For example, red and yellow can be combined into orange, yellow and blue can be combined into green, and red and blue can be combined into purple. The combination of two basic colors is called the second time. Color (also known as inter-color), the color between the more colorful. The combination of the three primary colors is called the third color (also known as the complex color). The proportions of the three primary colors are different, and the combined colors are different. The color of this combination is fuller. If you add black to the color, you can change the purity of the color, so that the color becomes calm, if you add white, you can increase the brightness of the color, make the color bright and translucent, color can make people have association and affection, in the design of advertising painting The use of color and emotion laws can better express the theme of advertising, arouse people's emotions, arouse people's interest in advertising and advertising products, and ultimately affect people's choices.

The three elements of color; the three elements specifically refer to the hue, purity, and lightness of the color. They have different properties. Hue refers to the appearance characteristics of colors and their differences. Because of the different wavelengths of light waves acting on the human retina, people have different colors. Hue specifically refers to red, orange, yellow, green, cyan, blue, and purple. Their wavelengths are different, with red, orange, and yellow light waves that have a strong impact on human vision. The blue, green and violet light waves are short and the impact force is weak. Hue mainly reflects the inherent color and warmth of things.

Purity refers to the degree of pigment saturation. The purity of color reflects the sense of quantity of things, and their purity is different. That is, high-purity color and low-purity color show different senses of things. Red, orange, yellow, green, blue, blue and purple are the highest purity. In each color, such as red, vermillion, pink, and blush, the purity is lower than that of red, and the purity between them is also different.

Brightness refers to the degree of darkness and lightness of colors. All colors have a difference between light and dark levels. This level is "black", "white" and "gray". Among the seven colors of red, orange, yellow, green, cyan, blue, and purple, the brightest of the brightest colors is yellow, orange, and green, red and green are again, and the darkest are blue and purple. The change in color brightness, that is, the change in depth, makes the color layered and has a three-dimensional effect.

The nature of color; different colors, its light waves on the human retina make people feel different, so the face of different colors, people will produce cold and warm, light and shade, light and strong, strong and weak, distance, expansion and contraction and other different psychological reactions.

Cold and warm colors. The green, blue, and purple phases can give people a feeling of quietness and coolness that are similar to cold, while red, orange, and yellow phases can give people a feeling of warmth, warmth, and excitement that are close to warm.

Between the cold and warm colors there is also a middle color that gives people not too cold and not too hot, such as yellow green and blue green on the hue circle. Cold and warm colors also have a hierarchical relationship, some cool, such as purple, lemon yellow, blue and purple, and some warm, such as orange, orange, blue and green are warmer. The warm and cold relationship arises from the mutual comparison of hue.

Light and heavy colors. The light and heavy sense of color is an effect visually produced by the high and low saturation of hue. Any color that feels heavy is a color with high hue saturation, and a low saturation value is lighter. The hue of color is different due to its purity (saturation) value, and its light and heavy sense of volume is also different. If the weight of the white psychological perception is 100 grams, the black is 187 grams, the yellow is 113 grams, the green is 133 grams, the blue is 152 grams, the purple is 155 grams, the gray is 155 grams, the red is 158 grams.

Far and near the color. Far and near color sensations are caused by the cold and warm relationship of colors acting on people's visual sensations. The general cool color gives a feeling of far-reaching. The blue mountains in nature give people a sense of far-off; warm colors give people a sense of proximity.

Color expansion and contraction. The color sense of inflation and shrinkage is visually generated by the different brightness of the colors. In general, the color is light and dark. Compared with gray white, white is a swell. It is the brightness of color that reflects the size of the light and the volume of things.

Cold and warm, light and heavy, far and near, bulging and shrinking, and bright and dark colors, strong and weak, both illustrate the nature of color, and cold and warm are reflections of people’s psychological and visual emotions. , is a feeling of contrast. This contrast of colors has a strong visual effect and is extremely informative.

According to the influence of color on human psychology, colors are divided into warm and cold colors. The heat sources that humans contact in life, such as flames and sunlight, are dominated by red and yellow. Therefore, colors dominated by red and yellow are called warm colors. The warm colors reflect a warm, warm and cheerful atmosphere, which is mainly used in festive and warm environments. The colors of cool materials such as plants and sea are mainly blue and green. Therefore, the colors mainly composed of blue and green are called cool colors, which reflect a calm, moist, light atmosphere, and are mainly used in places where the mood needs calmness. . The use of hue of excitement has aroused people's interest in watching. Red, orange, yellow and other warm colors and contrasting colors have a strong impact on people's eyes and give people a sense of excitement. They can draw people's attention to advertising paintings and make people interested in advertisements. Blue, green and other cold colors and low brightness, poor contrast color, although not a sharp impact on the visual in a flash, but it gives people a calm, stable feeling, suitable for the performance of high-tech products of scientific and reliable. With a lively and mellow tone, it produces a beautiful and pleasing effect. In general, warm colors, solid colors, bright colors, and strong contrast colors make people feel refreshed, lively, and happy, and use this feature of color to design advertisements that can make people feel happy to accept advertisement information. Use the sense of tone to reflect the different tastes of the product. Colors also have a sense of grade, with stylish, luxurious colors are always used for high-end products, and those simple and generous colors are always associated with the real thing. Fashion advertisements and cosmetics advertisements are often expressed in color, lightness, and contrasting colors, giving people a sense of gorgeousness, and using cold and warm colors to express the characteristics of different products. In advertising colors, warm colors are often used to express foods, because the colors of foods are mainly warm colors such as red, orange, and yellow. Children's products give people a warm, lively and vibrant feeling. Therefore, advertisements for children's products are also widely used. Warm colors. Most of the advertisements of air-conditioners, refrigerators and cold drinks use cool colors such as white and blue to make people feel cold and refreshing!

As the saying goes: "Red with green, slapstick" means that in the same space, the incoordination of colors makes people feel uncomfortable. Therefore, when using multiple colors in the same space, attention must be paid to changes in tones. . In general, when various colors contrast very strongly, it is necessary to mix one color into each color so that each color contains that ingredient, thereby weakening the intensity of each color and achieving the purpose of enhancing the sense of harmony. In the color design of home decoration, more is the use of white tone to reduce the intensity of various colors, increase brightness, make the color of the entire space harmonious and natural. $Page break $

Color impression theory

In white light, a white object is illuminated with red light, producing a green shade. Green light produces white shadows, while purple light produces yellow shadows.
In the daylight, each colored light produces its complementary color shadows.
In further experiments on color shading, the following surprising results were obtained:
In the absence of white light, the object is illuminated with red light to produce a black projection, and the projection of objects illuminated by blue and green light is also black.

In the absence of white light, the object is illuminated with two colored lights. With red and green light, the red light produces a green projection, the green light produces a red projection, the intersection of the two projections produces black, and the mixture of green and red light produces yellow. With red-orange light and blue-green light, the red-orange light produces a blue-green projection, and the cyan light produces a red-orange projection. The intersection of the two projections is black, and the mixed color of these two illumination shades is lavender. When the stones are green and blue, the green light produces a blue projection and the blue light produces a green projection. The intersection of the two projections is black and the mixed color light is blue-green.

When using three illumination shades - red orange, green, and blue-green. Red-orange light produces a blue-green projection, green light produces a lavender projection, and blue-green light produces a yellow projection. The intersection of the three projections is black. A mixture of three colored lights produces a white background.

The color itself has a sense of lightness and weight. In general, the sense of quantity depends on the difference in brightness. The bright colors feel light and the dark colors feel heavy. When the brightness is the same, the saturation of high saturation is lower than that of saturation. It is very important to master the pattern of color sense of the business card design composition. Some colors give people a colorful, noble feeling, such as: white, gold, silver and so on. Some colors give people a sense of simplicity, elegance, such as: gray, blue, green and so on. Ordinary high-purity color gorgeous, low-purity color simplicity, gorgeous bright colors, gray colors simple. In brand-name design, we can determine whether to apply gorgeous colors or simple colors based on the identity of the holder and work characteristics. Color emotions are very rich in abstract principles, which can express the rich emotions and atmosphere of people and nature. Therefore, our designers should use imagination to use subtle colors and emotions to perfect the design.

The meaning of color

[Red]: The most powerful color that can cause muscle excitement. Warm and impulsive. It gives a sense of enthusiasm and joy. People use it to display information such as heat, life, vitality and danger [orange]: More moderate, it is a very lively and brilliant color, abundance and joyful color. A little black is more stable. When blue and orange are contrasts, More vivid. It gives people a sense of excitement and maturity. It is a very popular color.
[Yellow]: Highest brightness, especially brilliant and brilliant. Symbolizes the light of wisdom, symbolizes power, pride. Cannot withstand white diluting. When contrasted with black, purple and dark blue, it can be strengthened. Light pink can make it change Soft. It gives a warm and light feeling. People use information such as light, hope, lightness, attention, and so on.
[Green]: Neutral, Peaceful, Natural Beauty, Serenity, Vibrancy, Tolerance, Color, Reaching Harmony. It gives a sense of freshness and peace. People are used to express information such as growth, life, and safety.
[Blue]: Eternal, broad, and distant. It gives a sense of calm and broad sense. People use it to represent the future, high-tech, thinking and other information.
[Purple]: There is a sense of horror on a large area, purple is especially noticeable. Dark purple is a sense of disaster. Purple is a beautiful and lively color. When purple and yellow coexist, the negativity is more pronounced. It gives a sense of elegance and nobleness. . People used to express long, esoteric, rational, noble, indifferent and other information.
[Black and White]: Very opposite and common, is the final abstraction of color. It can be used to express philosophical things.
[Black]: The silence of emptiness, nothingness, and eternality. It gives a sense of nobleness and fashion. People used to express information such as weight, hard, men, and industry.
[White]: Nothing, there is endless possibility. It gives a sense of purity and nobleness. People use