【正文】 form, how to mix colors is the key to success for design. And these need to apply principles of graphic design. Graphic design principles include principle, principle of relevance, principle of repetition, continuity principle, coordination principle, create rhythm, proportion application etc.. And these principles must be related to graphic design concept of bining, also is the design concept, design sensibility and design show three aspects closely linked. It works out the design is empty, and the lack of appeal, also make it difficult for the listener produce emotional resonance.Graphic design works need to have appeal, same need and appreciation to produce emotional resonance. The author has a school to do a manual free graphic design, played a very good publicity, and publicity of the object produced emotional resonance.Brochure is divided into six parts to design. Cover design and hospital department of the Ministry of five ( Department of resources engineering, Department of civil engineering, information engineering, management resources, basic science department ) brief introduction. Requirement is designed to attract students and parents eye, so that they understand the various professional college, reflect the college 39。 supermarket weekend activities on special goods, buy such information is propagated through the single transfer to the hands of consumers. Flyers design is also a form of graphic design. Young people love fashion over the weekend to have a look the movie cinema, cinema geous movie poster and graphic design. Thus, graphic design is everywhere, it already became the people to live be closely bound up, without missing part.Because of graphic design application field is very extensive, caused the attention of more and more people. More and more people began to study graphic design. Universities, the various training institutions have launched a professional graphic design, graphic design classes. With the opening of the graphic design course for the students to learn. But after the student graduates entering society, design is the Senate, uneven, which in addition to the students ability to understand differences, there is a more important reason is the understanding of the concept, design. Graphic design performance method generally has two kinds: one kind is handpainted。土紅色正好恰如其分的表現(xiàn)出了其系在學(xué)院的重要地位以及專業(yè)特色。封面封底用大紅色為主色調(diào),搭配上金色。 　　設(shè)計(jì)的顯現(xiàn)是感染力之態(tài),是作品呈現(xiàn)在欣賞者面前的形態(tài)。 　　宣傳手冊(cè)分為六大部分來(lái)設(shè)計(jì)制作。設(shè)計(jì)作品空洞沒(méi)有感染力,也不可能與欣賞者產(chǎn)生情感共鳴。但學(xué)生畢業(yè)后走入社會(huì),設(shè)計(jì)的水平卻參次不平,這除了學(xué)生的領(lǐng)悟能力有差別外,還有一個(gè)更關(guān)鍵的原因,就是設(shè)計(jì)理念的理解。超市周末搞活動(dòng)打特價(jià),商品買(mǎi)二送一之類(lèi)的信息都是通過(guò)宣傳單傳遞到消費(fèi)者的手中。在色彩上做到大膽創(chuàng)新，是平面廣告脫穎而出的關(guān)鍵因素之一。比如，護(hù)膚品市場(chǎng)中的女性產(chǎn)品一般是白色、粉色、紅色等，而男性產(chǎn)品更傾向于深色系，藍(lán)色、灰色、黑色等，廣告宣傳中色彩的選擇也遵循了這個(gè)特點(diǎn)，這是因?yàn)榕韵矚g干凈、細(xì)膩、光亮的護(hù)膚品，而男性更希望低調(diào)、深沉、大氣的產(chǎn)品，同時(shí)男性更希望弱化使用護(hù)膚品這個(gè)行為，保持行動(dòng)和思想的一致性。大塊色彩的運(yùn)用直接沖擊人們的視覺(jué)感官，人們第一眼看到的東西總是很容易記住，廣告中的色彩意圖在第一時(shí)間里闖入消費(fèi)者的視線和腦海中。這樣一來(lái)，人們就很難感覺(jué)到平面廣告提供的商品或服務(wù)是自己需要的。 黑色：精神壓抑。它不但影響人的視覺(jué)神經(jīng)，還進(jìn)而影響心臟、內(nèi)分泌機(jī)能、中樞神經(jīng)系統(tǒng)的活動(dòng)。 藍(lán)色具有調(diào)節(jié)神經(jīng)、鎮(zhèn)靜安神的作用。綠色具有鎮(zhèn)靜神經(jīng)、降紅色表示快樂(lè)、熱情，它使人情緒熱烈、飽滿，激發(fā)愛(ài)的情感。 ，不利于負(fù)性情緒的消除。另外，對(duì)患有孤獨(dú)癥。二者皆可使人在形體方面避短遮羞，但若運(yùn)用不當(dāng)，也會(huì)令人在形體上出丑露怯。人們平日的著裝，通常就講究上淺下深。（1）色彩的冷暖每種色彩都有區(qū)別于其他色彩的獨(dú)特的相貌特征，它叫作色相。 包含有三種原色成分的顏色我們把它稱之為復(fù)色。人眼對(duì)不同顏色的純度感覺(jué)不同，紅色醒目，純度感覺(jué)最高；綠色盡管純度高，但人們總是對(duì)該色不敏感。恰到好處地處理物體各部位的明度，可以產(chǎn)生物體的立體感。環(huán)境色是物體所處環(huán)境色彩的反映?？傮w來(lái)說(shuō)畫(huà)冊(cè)、雜志共性多，屬同一類(lèi)吧。 還有些小竅門(mén)也非常實(shí)用。三塊內(nèi)容均勻分布，同時(shí)作為主體的標(biāo)題結(jié)構(gòu)松散，不能以塊的形式展現(xiàn)，有處處透氣的不嚴(yán)謹(jǐn)感，氣韻不整。 平面視覺(jué)設(shè)計(jì)總是要先視覺(jué)后設(shè)計(jì)，就是先要滿足眼睛的要求，而大多數(shù)人眼睛對(duì)美的要求應(yīng)該是統(tǒng)一的：畫(huà)面整體，元素構(gòu)成默契，層次分明，重點(diǎn)突出。然而問(wèn)及為何這樣擺放時(shí)卻道不出其中緣由。然而，據(jù)調(diào)查三十歲以上的平面設(shè)計(jì)師寥寥無(wú)幾，只有一些意志力頑強(qiáng)或是卓有成就者依然肅立在行業(yè)的尖峰，引領(lǐng)發(fā)展，難能可貴是他們大多放棄了生活中大部分時(shí)間。創(chuàng)意的形成始終有一個(gè)核心點(diǎn)來(lái)支持，由這個(gè)切入點(diǎn)出發(fā)，引出創(chuàng)意的表現(xiàn)手法，但這一切都要受到消費(fèi) 廣告創(chuàng)意及表現(xiàn)屬于廣告活動(dòng)過(guò)程中相當(dāng)重要的一個(gè)環(huán)節(jié)，優(yōu)秀的廣告創(chuàng)意及表現(xiàn)能吸引人們的注意，給人們深刻的印象；能打破俗套，改變?nèi)藗儗?duì)某種產(chǎn)品或品牌的看法；能影響行為，促使消費(fèi)者去真正購(gòu)買(mǎi)廣告所宣傳的產(chǎn)品或是服務(wù)。也就是說(shuō)，在商業(yè)廣告中使廣告達(dá)到促銷(xiāo)目的的獨(dú)特主意。s personality characteristics and function, of goods to the consumer market for the aesthetic flow, the creative use of color create a more focused, more strong, simple image, deepens the public information on the ad awareness, information dissemination to achieve the purpose of.Advertising in the world of the emergence and development have a mon law. They are with the modity production, along with the progress of science and technology, the social development. The modern plane advertisement features are regional, visual munication, aesthetic, entertainment, color, shape, texture, structure and so on are its four main elements. Advertisement is a kind of traditional forms of advertising media, is the important means of modern advertising.Key words: color, print ad design, advertising, creative, application引 言平面廣告設(shè)計(jì)中運(yùn)用到色彩，色彩本身是沒(méi)有內(nèi)容的，它只是一種物理現(xiàn)象，反應(yīng)在人們的視覺(jué)上，作用于人的心理