色彩心理在广告招贴中的应用研究

发布时间：2018-03-31 15:40

本文选题：广告　切入点：招贴画　出处：《苏州大学》2012年硕士论文

【摘要】：色彩不仅是一种复杂的物理现象，更具有一定的心理效应。随着现今宣传媒介的日趋多样化，广告招贴画色彩语言的重要性越来越突出，，色彩心理的运用正愈发受到重视，只有在充分理解和掌握了色彩心理特征的基础上，才能充分发挥广告招贴画理想的信息传播效果。本文从色彩的心理效应和广告招贴画的特征出发，整合现有的色彩理论研究成果，并通过“水漾花城”的设计案例，从色彩感觉、色彩情感、色彩联想及色彩象征的应用几方面，探究了色彩心理在广告招贴画设计中的具体运用表现，认为色彩心理不仅是塑造广告招贴画视觉美感的重要途径，还可以通过其心理效应作用更直观的影响广告招贴画的情景氛围、文化品位、审美层次以及商业功能，带给人们丰富的视知觉感受，满足人们多方位的设计需求。
[Abstract]:Color is not only a complex physical phenomenon, but also has a certain psychological effect. With the increasing diversity of propaganda media nowadays, the importance of advertising poster color language is becoming more and more prominent, and the application of color psychology is receiving more and more attention. Only on the basis of fully understanding and mastering the psychological characteristics of color can we give full play to the ideal information dissemination effect of advertisement poster. This paper starts from the psychological effect of color and the characteristics of advertisement poster. Integrating the existing research results of color theory, and through the design case of "Shuiyang Flower City", from the color feeling, color emotion, color association and the application of color symbol. This paper probes into the concrete application of color psychology in advertisement poster design, and thinks that color psychology is not only an important way to shape the visual aesthetic feeling of advertisement poster, Through its psychological effect, it can directly affect the atmosphere, cultural grade, aesthetic level and commercial function of advertising poster, bring people rich perception of visual perception, and meet the design needs of people in various directions.
【学位授予单位】：苏州大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：J524.3

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