网络广告设计的色彩研究

发布时间：2018-10-14 11:55

【摘要】：随着互联网的诞生,成为第四大广告形式的网络广告应运而生,网络广告是指以数字代码为载体,采用先进的电子多媒体技术设计制作,通过因特网广泛传播,具有良好的交互功能的广告形式。从技术方面来说,网络广告主要具有数字化、多媒体和超文本的特征,而从传播方面来说,网络广告具有互动性强、形式多样、内容丰富、覆盖面广和针对性强等特征。色彩设计理论是网络广告色彩设计的理论指导,其中,色彩的三属性是认识色彩的理论工具,数字色彩空间是色彩设计的实战工具。色彩对客观实物再现的认识作用是网络广告信息传达的重要工具,色彩有营造艺术美感的重要作用,在网络广告中色彩设计直接影响整个广告的美观和感染力,色彩承载信息与诉诸情感的科学作用成为抽象信息传播的桥梁。因此本文对网络广告色彩设计进行全面深入的研究。本文首先色彩心理角度出发,分析了网络广告色彩主要心理要素包括色彩联想、色彩象征和色彩喜好在网络广告色彩设计中的应用。利用色彩的心理效应所要体现出的冷暖感、轻重感、强弱感、进退感和软硬感将色彩的功能美和艺术美的统一起来。创造性的将色彩构成的美学理论和网络广告的视觉审美特点相结合,归纳出网络广告色彩设计的原则,即色彩设计的均衡性、色彩调和的和谐性、色彩对比的强调性和色彩风格的整体性。即色彩设计的均衡性、色彩调和的和谐性、色彩对比的强调性和色彩风格的整体性。并从信息传达因素、文化背景因素、企业形象因素和艺术美学因素出发提出色彩设计的构思方法。全文采用理论知识与案例分析结合的方法,对网络广告色彩设计进行探讨,以启发设计思路,提高设计水平。
[Abstract]:With the birth of the Internet, the network advertisement, which became the fourth largest advertising form, came into being. The network advertisement refers to the digital code as the carrier, which is designed and produced with advanced electronic multimedia technology and widely disseminated through the Internet. Good interactive advertising form. From the technical aspect, the network advertisement mainly has the digital, the multimedia and the hypertext characteristic, but from the dissemination aspect, the network advertisement has the interactive strong, the form is diverse, the content is rich, the coverage is wide and the pertinence is strong and so on. The theory of color design is the theoretical guidance of the color design of network advertisement, in which, the three attributes of color are the theoretical tools to understand color, and the digital color space is the practical tool of color design. The cognition function of color to objective object reappearance is an important tool of network advertisement information transmission, color has the important function of creating artistic aesthetic feeling, in the network advertisement color design directly affects the beauty and appeal of the whole advertisement. The scientific function of color carrying information and appealing to emotion becomes the bridge of abstract information transmission. Therefore, this article carries on the thorough research to the network advertisement color design. From the perspective of color psychology, this paper analyzes the main psychological elements of online advertising color, including color association, color symbol and color preference in the application of network advertising color design. Using the psychological effect of color to reflect the sense of warmth, weight, strength and weakness, the sense of advance and retreat and the sense of hard and soft will be the unity of the beauty of function and the beauty of art. Combining the aesthetic theory of color composition with the visual aesthetic characteristic of network advertisement creatively, the principle of color design of network advertisement is summed up, that is, the balance of color design, the harmony of color and harmony. The emphasis of color contrast and the integrity of color style. Namely, the balance of color design, the harmony of color harmony, the emphasis of color contrast and the integrity of color style. The conception method of color design is put forward from the factors of information transmission, cultural background, corporate image and art aesthetics. This paper uses the method of theoretical knowledge and case analysis to discuss the color design of network advertisement in order to enlighten the design idea and improve the design level.
【学位授予单位】：湖北工业大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：F713.8

【引证文献】