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广告中色彩设计的成败,对广告的视觉传达有举足轻重的影响。因为色彩不仅具有审美的功能,还能影响消费者的感觉,直觉,记忆和联系,使人产生特定的心理作用。广告色彩是广告重要的视觉要素之一,它不仅要准确的反映物象的外貌和特色,准确的传达广告的宣传主题和内容,而且能引起消费者的心目中形成商品形象概念或企业形象概念。
The success or failure of color design in advertising has a decisive influence on the visual communication of advertisements. Because color not only has the aesthetic function, but also affects the consumer’s feeling, intuition, memory and contact, people have a specific psychological effect. Advertising color is one of the important visual elements of advertising. It not only accurately reflects the appearance and characteristics of the image, accurately conveys the theme and content of advertising, but also can cause consumers to form the concept of product image or corporate image.