色彩心理因素在广告设计中的表现

发布时间：2018-05-30 04:25

本文选题：色彩心理因素 + 色彩与文化　；参考：《西北大学》2013年硕士论文

【摘要】：随着全球信息经济的迅速发展,广告作为各类信息的载体同时也是连接和沟通广告主和受众的桥梁,越来越显得重要,成为生活中不可或缺的一部分。广告设计是广告的直接体现,涵盖了广告所要传达的所有信息。在一则完整的广告中,色彩、图形、文字是设计构成的主要三大元素。从视觉传达的角度来讲,色彩的视觉冲击力最强,比图形、文字更加容易识别忆记。再加上色彩具有特殊的情感、象征、联想等系列心理作用,决定其在一些广告设计中为主要设计元素。从心理学的角度讲色,美感是由感官刺激引起的一种情感响应,而色彩恰好具有唤起情感的作用,唤醒受众内心相应的憧憬与渴望,给人一种审美的愉悦。因此,色彩心理因素在广告设计中对广告环境、消费者的情感活动等具有深刻影响。与此同时,色彩倾向所形成的不同心理暗示,给消费者的总体印象也不同,最终产生迎合消费者喜好的广告效果,决定着消费者的购买行为。掌握并合理地运用色彩心理因素是广告设计的关键,从某种意义上来说甚至能决定广告的成败。本文将通过文献研究、社会调研、案例分析等方法,论证色彩与色彩心理因素的关系；以不同文化背景、受众、商品与广告色彩的关系为切入点进一步阐述广告设计中色彩与情感因素、人文因素的关系；最后强调色彩心理因素的重要性,探索在广告设计中,应该如何合理地搭配和运用色彩。
[Abstract]:With the rapid development of the global information economy, advertising, as a carrier of all kinds of information, is also a bridge to connect and communicate advertisers and audiences. It becomes more and more important and becomes an indispensable part of life. Advertising design is the direct embodiment of advertising, covering all the information to be conveyed by advertising. In a complete advertisement, color, graphics, and text are the three main elements of design. From the perspective of visual communication, color is the most powerful visual impact than graphics, text easier to recognize memory. In addition, color has special emotional, symbolic, associative and other psychological functions, which determines that it is the main design element in some advertising design. From the point of view of psychology, aesthetic sense is an emotional response caused by sensory stimulation, and color has exactly the function of arousing emotion, arousing the corresponding longing and longing of the audience, and giving people an aesthetic pleasure. Therefore, color psychological factors in advertising design have a profound impact on advertising environment, consumer emotional activities and so on. At the same time, different psychological cues formed by color tendency give consumers different overall impression, and finally produce advertising effects that cater to consumers' preferences, which determines consumers' purchase behavior. It is the key of advertising design to grasp and apply color psychological factors reasonably, which can even determine the success or failure of advertisement. This paper will demonstrate the relationship between color and color psychological factors through literature research, social research, case analysis and so on. The relationship between commodity and advertising color is a starting point to further elaborate the relationship between color and emotion factor and humanistic factor in advertising design. Finally, it emphasizes the importance of color psychological factor, and explores the importance of color psychological factor in advertising design. How should the reasonable collocation and use of color.
【学位授予单位】：西北大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：J524.3

【参考文献】