【正文】 s usually perceived as a warm and fairly upbeat color, it is, of course, popularly associated with femininity and even passivity. A cliche, perhaps, but its vigorreducing reputation has again been shown to have some basis in fact.Famously, a shade of bubblegum pink used in certain cells in a men39。Quite apart from any physical reactions it might provoke, red39。s the first color babies recognize, and one that continues to appeal to most people throughout their childhood and into their adult lives.At a purely symbolic level, it39。s likely to have on a the decision is partly intuitive most people understand even at a very basic level that bright, saturated colors will convey a different kind of mood to neutral grays or browns. Experienced designers, of course, go further still, selecting and implementing colors on the basis of their effectiveness in the overall design. The advertisement color tips, induction, to arouse the interest in a product. People today have been multitude, a multitude of names color surrounded by the media, popular trend change all the time, the eyes have bee inured to the unusual, almost can accept any of the color of the processing mode.Key words: color；mood；marketing and sales。 精心策劃制作一則針對于男人運(yùn)動裝備的廣告，體現(xiàn)其制作精良耐磨損，棕色或許是一個正確的選擇。 事實(shí)上，它甚至可以用來添加一個即時類觸摸的產(chǎn)品。男人回應(yīng)這樣的組合似乎特別好，也許是因?yàn)樗谴砟腥说念伾?。完美的自我感覺、良好的色彩，這是一個偉大的選擇也是促進(jìn)組的休閑活動，俱樂部和社會網(wǎng)絡(luò)。 在其更輕，更亮的色調(diào)中，藍(lán)色失去它的冷靜超然和快樂，波光粼粼的和自發(fā)的色彩。綠色是一個復(fù)雜的象征意義的顏色，特別是色調(diào)的不同微妙的進(jìn)行消息傳輸。 雖然甜，含糖的食物在健康意識增強(qiáng)的時代已經(jīng)失去了他們的知名度，某些產(chǎn)品的銷售仍然是有可能受益，從一個小的粉紅色上訴：自我感覺良好的甜點(diǎn)、冰淇淋、奶昔和人工甜味劑肯定。粉紅色 雖然它派生于紅，粉紅色有一點(diǎn)比它的大哥哥更強(qiáng)的素質(zhì)。 出于這個原因，作為一個色情收費(fèi)的聲明其使用39。需要反映一個特定的品牌，并決于產(chǎn)品本身的某種情緒的企圖。萬老師傾注了大量的心血，從選題到開題報告，從寫作提綱，到一遍又一遍地指出每稿中的具體問題，嚴(yán)格把關(guān)。然而色彩表達(dá)情感是心里活動的一部分。色彩在融入人們的生活經(jīng)驗(yàn)、思想感情、喜怒哀樂的情緒之后，變得富有人性和人情味。平面廣告中的色彩設(shè)計需要考慮到色彩對受眾產(chǎn)生的生理和心理方面的影響，還要考慮到所要宣傳產(chǎn)品的性質(zhì)和特點(diǎn)[10]。下一秒,她已經(jīng)成為邪惡的奧吉麗婭,渾身散發(fā)野性的誘惑,作為一個顏色中的極色，和黑色相同，可以和所有的鮮明顏色形成鮮明對比關(guān)系，當(dāng)白色和黑色搭配時，可以表現(xiàn)明確簡潔、簡單而強(qiáng)大的效果，給人一種重量感和穩(wěn)定感，有良好的視覺溝通能力。藍(lán)色與紅色等色彩運(yùn)用得當(dāng)，能構(gòu)成和諧的對比調(diào)。在黑夜中閃爍的霓虹燈，有些呈現(xiàn)出黃色，有的則是紫色或者綠色。就算其他的服務(wù)仍然上乘，之前的品牌聯(lián)想也會不復(fù)存在。 平面廣告色彩宣傳對商品忠誠度的作用 品牌忠誠度是消費(fèi)者對某一商品形成偏好，并長期購買這一品牌商品的行為，就是消費(fèi)者的重復(fù)購買行為[8]。 3 廣告色彩的應(yīng)用在傳播過程中的作用伍德拉夫，可口可樂總裁曾說，即使可口可樂公司一夜之間化為灰燼，“可口可樂”品牌，在很短的時間仍然可以東山再起。首先色彩的運(yùn)用要有整體感，可以用不同的色彩，但是基調(diào)應(yīng)該保持統(tǒng)一。成功的廣告善于用情感符號影響人們的心理活動，通過廣告的主體獨(dú)特的色彩語言，使受眾更容易識別和產(chǎn)生親近感，從而最大程度地實(shí)現(xiàn)平面廣告宣傳功能。“色彩”對于廣告設(shè)計師來說，就像一個神奇的畫筆，起到畫龍點(diǎn)睛的作用，是決定一件廣告作品精彩、動人與否的重要力量。關(guān)鍵詞：色彩；受眾心理；宣傳作用；情感訴求Abstract The modern plane advertisement is made of three elements which are colors, pictures and copies. Picture and copy is the performance of color. The color is the first important to present the theme and creative of advertisement. Color has special appeal, and it plays an important effect to create atmosphere and sentiment, to contrast the theme of the modern plane advertisement. Clever use of color is 0ne of the factors of the success of the modern plane advertisement. The performance of color is unlimited and it has all kinds of significance of the existence. The modern plane advertisement has a mysterious force. The reason why choose “color spread in the modern plane advertisement” as the topic of paper and through the two modern plane advertisements made by myself to explain is to discover the important effect and mysterious force of color. This paper is use of case analysis. Though studying a particular object to survey and analyze the feature and the process of formation and at the same time to bine the study of literature, including monographs theses, papers and data and so on. It also includes the professional knowledge of munication and advertisement. This paper studies the color in the modern plane advertisement systematically and carefully, and it analyzes the role of color in the process of spread and the application, outlook in the modern plane advertisement in the future.Key words: color；the psychology of audience；the role of propaganda；emotional appeal 前言隨著日新月異的廣告業(yè)務(wù)不斷發(fā)展，平面廣告設(shè)計中常用的規(guī)則被打破，符號固有的現(xiàn)象被解構(gòu)。廣告配色方案已成為平面廣告的創(chuàng)意設(shè)計中一個必要的技能和研究領(lǐng)域。顏色不是孤立存在的，不應(yīng)該只反映產(chǎn)品的質(zhì)地、特點(diǎn)，還要美化裝飾廣告空間，與當(dāng)?shù)丨h(huán)境、氣候、欣賞習(xí)慣等方面相適應(yīng)。 2 受眾對色彩的聯(lián)想起到的宣傳作用平面廣告色彩設(shè)計的成敗，對廣告的視覺傳達(dá)有舉足輕重的影響。要做出新穎的平面廣告，對色彩的過分保守運(yùn)用，則會導(dǎo)致畫面沒有生機(jī)和活力。今天，產(chǎn)品同質(zhì)化正變得越來越明顯，情感需求越來越強(qiáng)烈，企業(yè)的競爭已經(jīng)不僅僅是產(chǎn)品的競爭了。品牌忠誠度對于任何行業(yè)的品牌都具有極為重要的意義。企業(yè)需要統(tǒng)一進(jìn)行色彩宣傳策略，建立品牌聯(lián)想。反光體本身不發(fā)光，在光的照射下反射出光線，由于其自身的特點(diǎn)，根據(jù)接收面積、角度、距離等因素，將顯示不同顏色。據(jù)分析，過去代表男性的色彩是紅色，而現(xiàn)代的象征意義里，藍(lán)色是男性的顏色，多作為精神的象征，寓示冷靜、理性。 白色是一切色彩中最完美的顏色。召喚王子一步一步走向黑暗的欲望。就像咖啡和巧克力的包裝大都用褐色。人們經(jīng)過長期日常生活的積累，認(rèn)為紅色給人以溫暖、喜慶、欣欣向榮等感覺。如可口可樂廣告設(shè)計，紅色體現(xiàn)產(chǎn)品的特色，同時也反映了年輕人的活力。她嚴(yán)謹(jǐn)細(xì)致、一絲不茍的作風(fēng)一直是我工作、學(xué)習(xí)中的榜樣；她循循善誘的教導(dǎo)和不拘一格的思路給予我無盡的啟迪。公司的品牌其實(shí)非常簡單的支配特定的顏色標(biāo)志和其他設(shè)備，使其成為你的設(shè)計的一部分。性感39。事實(shí)上，雖然它通常是作為一個溫暖和相當(dāng)樂觀的色彩感知，當(dāng)然，通常以女性為主。這也是一個可以使用的顏色，通過自己的詭計，只要和爸爸媽媽都能夠看到無糖健康的食物看起來更誘人。暗綠色是紙幣和票據(jù)的經(jīng)典色。這種純天然的藍(lán)色在傳達(dá)的清潔度和清新的感覺，并經(jīng)常被使用在清潔產(chǎn)品、清潔劑、除臭劑和牙膏。 視覺中的黃色，具有較高的沖擊和難以忽視的事實(shí)，反映在其使用的項(xiàng)目，如即時貼和熒光筆墨水。黑色也是迄今為止最常見的文本顏色，打印完美，雖然在屏幕上與白的對比往往顯得苛刻。例如，使用紫色的巴士公司幾乎會被視為橙色頻繁使用。 雖然圖像一般都是由相近的很多種顏色組成，但是以其中一個特定的顏色為主，加強(qiáng)和支持整體布局。 degree of saturation；color matching If you39。s the color of fire and blood, an association that39。s association with force, and therefore power, is an extremely dominant one. Consider all the small details in our everyday lives that support this notion: red icons on switches to indicate their 39。s prison was unexpectedly found to placate aggressive inmates. Research corroborated the fact that pink did indeed have significant calming qualities although subsequent study revealed that after a certain time these effects were dramatically reversed as prisoners became more agitated and aggressive than before. (Surprised? You try living in a bubble gum pink environment).Nevertheless, the fact that pink does induce at least a temporary sensation of calm makes it a powerful factor in the colorcoordinated approach to advertising. Its peaceful, relaxing qualities and general evocation of fort and softness have long made it a favorite for items such as toilet paper, cotton wool and 39。s forceful qualities. In fact, although it39。red effect39。s take a look at what colors seem to be telling us.RedRed, the most