论色彩在平面设计中的运用
平面广告设计是现代商业运行中的一个重要环节和组成部分，人类每一个时期的经济活动都离不开他的身影，随着现代经济、文化的日趋繁荣，平面广告逐步走向辉煌。在整个平面广告之中，色彩的选择也是至关重要的。色彩本身是没有灵魂的，它只是一种物理现象，但人们却能感受到色彩的情感，这是因为人们长期生活在一个色彩的世界中，积累着许多视觉经验，一旦知觉经验与外来色彩刺激发生一定的呼应时，就会在人的心理上引出某种情绪。无论有彩色的色还是无彩色的色，都有自己的表情特征。每一种色相，当它的纯度和明度发生变化，或者处于不同的颜色搭配关系时，颜色的表情也就随之变化了。因此，色彩能更好的向人们传达作品的信息和所想达到的目的。总之，色彩是服务于设计的。
关键词：平面广告；色彩；视觉效果
Plane advertisement design is an important part of modern business operation and the part of every period of human economic activities cannot leave him, with the increasing of the modern economic and cultural prosperity, print advertising gradually moves towards magnificently.Among the print ads, the choice of the color is also very important.Color itself is no soul, it’s just a physical phenomenon, but people can feel the color of emotion, this is because people live in a world of color for a long time, the accumulation of many visual experience, once the perceptual experience and exotic colors stimulate certain echo occurs, will lead to some kind of mood on the person’s psychology.Regardless of the color or no color color color, has its own features.Each kind of color, the purity and lightness when it changes, or are in a different color collocation, color expression changes.Accordingly, colour is better to the message of the work and want to achieve.In conclusion, color is in the service of design.
Key words：print ads；Color；Visual effect
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