平面广告中色彩与情感关联性研究

发布时间：2018-04-01 12:03

本文选题：平面广告设计　切入点：色彩　出处：《延边大学》2017年硕士论文

【摘要】：不同的色彩语义带来不同的情感体验,其恰当的运用可提升平面广告设计的艺术性与审美性,平面广告中色彩应用结合情感联动,能够使平面广告设计更加灵动丰满。在平面广告设计研究中,色彩与情感的契合及应用具有重要的影响意义,其对做好平面广告设计发挥着不可忽视的作用。色彩在平面广告设计中的运用,不仅需要突显其画面审美性、视觉知觉性冲击,抓住受众群体的视线,还需要利用色彩和情感的契合,抓受引导众的内心情感,视线广告内涵在心理情感层面的信息传递。关注不同时代、地域、文化背景下的色彩运用,才能准确的把握在平面广告设计中色彩所表现的不同情感与规律。这对进一步推进色彩与情感的联系在平面广告中应用和发展具有一定的现实意义。本论题的研究在于深入研究色彩的情感表达,目前尚无人进行这方面的系统性研究。本文的研究有利于提升我们对平面广告设计的理解,并提高我们对不同色彩及其内涵语义的敏感度。本论文通过社会学、心理学、艺术表现形态学、等诸多学科的角度,通过文献分析法、网络信息检索法、案例分析法、经验总结法等,收集相关资料、分析人们历来形成的经验总结,对该论题进行深入分析,寻找契合点,意图探索色彩与情感在平面设计中的应用规律,总结出具有实践意义的研究成果,能为平面广告设计工作者在实践中提供有益的方式有效的落实方法。全文共分三个部分,第一部分主要从理论的角度解释平面广告中的色彩语义及意蕴:概述了色彩要素的理论基础、广告色彩的象征与联想以及广告色彩的属性对比语义。第二部分主要从平面广告中色彩与情感的契合角度进行分析,通过色彩与情感联系的表现性、影响力和沟通力三方面进行论述。第三部分是结合前面的理论要素,对平面广告中色彩与情感联系的实际案例进行分析,各选取了两支公益平面广告和两支商业平面广告进行研究。色彩和情感有着奇妙的关联性,并且在平面广告设计中,可以通过对广告产品的特质提炼,选择贴合特质的色彩搭配,通过色相、明度、纯度等元素的综合设计,以及色彩语义和情感感觉的综合运用,搭建起受众和广告产品之间的情感桥梁,实现情感互动和共鸣,以此提升平面广告的表现力和注目性。
[Abstract]:Different color semantics have different emotional experience, the proper use can enhance the artistic and aesthetic of graphic design, emotional color combination linkage in advertising, graphic design can make more agile in full. Study graphic design, have significant influence between colors and emotions and application, which play an important role to do graphic design. The use of color in the graphic design, not only need to highlight the picture aesthetic, visual perception of the impact, seize the audience's sight, also need to fit the use of color and emotion, by grasping lead all feelings, passing sight of advertising content in the psychological level of information. Pay attention to the different times, regions, with cultural background color, can accurately grasp the color in graphic design in the form of different emotions With this contact law. To further promote the color and emotion has a certain practical significance in the development and application of plane advertisement. This thesis is in-depth study of emotional expression of color, there is no systematic research in this field. This paper is helpful to enhance our understanding of graphic design, and improve the we are in different color and the connotation of semantic sensitivity. This paper through the sociology, psychology, art morphology, and many other disciplines perspective, through literature analysis, network information retrieval method, case analysis method, experience summary, collect relevant data, analysis of the formation of the people always experience, in-depth analysis of the in this thesis, to find a meeting point, to explore the application of color and emotion intention in graphic design, summed up the research results have practical significance, for the plane advertisement design. The author provides the implementation of effective methods in beneficial ways in practice. This paper is divided into three parts, the first part explains the semantic color and implication in plane advertisement mainly from the perspective of theory: theoretical basis of color elements, attributes comparison of semantic color symbol and advertising and advertising. Lenovo color analysis fit perspective the color from the plane advertisement and emotion in the second part, through the performance of color and emotional contact, influence and communication capacity is discussed from three aspects. The third part is the theoretical elements combined with the previous analysis, the actual case of color and emotion in advertising links, the two public and two commercial advertisement the plane advertisement was studied. Color and emotion has a wonderful relationship, and in plane advertisement design, through the refinement of advertising product features, select fit The characteristics of color collocation, the hue, lightness, purity and other elements of the integrated design, and comprehensive use of semantic color and emotional feeling, build up between audience and advertising product emotional bridge, achieve emotional interaction and resonance, in order to enhance the expressive force and the attention of plane advertisement.

【学位授予单位】：延边大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：J524.3

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