How to make good use of color and color communication

First, color password

Color involves a lot of knowledge, including aesthetics, optics, psychology, and folklore. In recent years, psychologists have put forward many theories about the relationship between color and human psychology. They pointed out that each color has a symbolic meaning. When the visual contact with a certain color, the brain's nerves will receive the signal of color transmission, and instantly generate associations. For example, red symbolizes enthusiasm, so red is exciting, and blue symbolizes. Reason, seeing the blue calms people. Experienced designers can often use colors to evoke psychological associations of ordinary people so as to achieve the goal of optimal design.

Such as:

Red - blood, sunset, fire, enthusiasm, danger;

Orange - sunset, autumn leaves, warmth, and positive;

Yellow - gold, yellow chrysanthemum, attention, light;

Green - vegetation, security, peace, ideals, hopes;

Blue - ocean, blue sky, calm, melancholy, reason;

Purple - noble, mysterious, elegant;

White - pure, simple, sacred;

Black - night, death, evil, seriousness.

But psychologists also noticed that a color usually contains more than one symbolic meaning. Just as the above-mentioned red symbolizes enthusiasm, it also symbolizes danger. Therefore, different people will make completely different passwords for the same color. Interpretation. In addition, the individual's age, gender, occupation, social culture, and educational background in which he lives will make people think differently about the same color. Mr. Cai Qiren exemplifies that if Chinese people are particularly interested in red and yellow, they are somewhat related to the origin of the Chinese nation in the Loess Plateau. Therefore, under different cultural systems, colors will be set to languages ​​that contain different specific meanings. The meaning may be completely different.

This theory of color and mental association is an important discovery for designers. When choosing which color to use, they must also consider which consumer group the work is facing in order to avoid the opposite effect. Mr. Cai Qiren exemplifies that purple is a kind of noble color in the Western religious world. The patriarch’s robe is purple. However, in Islamic countries, purple is a taboo color and cannot be used indiscriminately.

Second, the new season color

What color will be popular in the next season? Mr. Cai Qiren said that black will continue to be popular and the other will be a bright green series. By then, we will probably see a bright green jump around.

Color psychology is just one of the conditions for selection. There are other reasons for designers to decide. One of the most common factors is the trend. When a certain period of time, a certain color or a series of colors becomes the dominant preference in society at that time, when designers design new products, they will inevitably tend to choose those popular colors. However, who decides what is the popular color? The study of popular colors is a new discipline in the past half century. Mr. Cai Qiren pointed out that there is an international fashion color committee in the world that specializes in studying the trend of color. Each year, the committee will study and analyze popular shades around the world and predict which colors will become international colors and provide designers with reference.

At present, there are frequent exchanges in different regions, and the coverage of popular colors has become more extensive, and the influence on design has gradually increased. In recent years, the trend has been pursuing a metallic color system. All of a sudden, the newly emerged products have to be painted with metallic colors. Designers to improve the attractiveness of goods as the big question, follow the trend of using certain colors, among them, many people in a number of trends in color come up with new ideas, create a lot of wonderful works. However, some blindly follow the trend without thinking about "designers." Their finished products lack new ideas and they only seek to catch up with the trend, but they ignore the personality.

Third, ideas for the body color

Turning any book about color design up, it talks about some basic techniques for using color, such as paying attention to the contrast between cold and warm colors, the balance of color distribution, and the unity and harmony of colors. But what is interesting is that almost no book mentions the relationship between ideas and color design. Perhaps the author thinks that the idea is the design of this, do not have to talk about it should also pay attention to it. But they probably forgot how much the magic of color is, when you face what thousands of selling points are. In fact, the design of three elements: color, image, text, all just a design appearance, a design's real soul actually comes from the designer's creativity. The color scheme with no intentions is tantamount to a shell with a beautiful appearance. Only by merging creative ideas into color designs can the entire design have a soul, and color can convey emotions to the audience. Mr. Cai Qiren asks questions; why is it also the use of that pile of pigments? Some designs can be long-lasting and unforgettable, and some can't be? He advises designers to start from creative ideas and not to spend all their time on techniques.

Some designs strive to boldly innovate in the use of color. It overturns the basic law of all colors and will have a very shocking visual effect. But we still have to ask if this is necessary or not. When we conceive color, we must at least To express color to the characteristics of the work, such as a poster promoting a new food, it should try to use a vivid color to arouse the appetite of the audience, but if it is only used to attract attention, it adopts extremely bold and anti-traditional colors. Is this purely bold and bold approach desirable?

As an example, it may be easier for people to understand the relationship between color and creativity: Mr. Cai Qiren has a piece of work, which is a wedding invitation. The above message is simply printed with a green “happy” word. On the face of it, this wedding invitation has nothing special other than its anti-traditional colors. However, the bride and groom were originally environmentalists, so the green color was of great significance to them. However, the good show was behind. When the guests opened the post and saw that the groom and the bride had a surname of Huang and a surname of Blue, they immediately perceived it as “green”. The significance of the green joy is a testament to the combination of the two. The use of green in this design is extremely clever.

It's sometimes difficult to accurately pinpoint between "bold innovation" and "strange", but the point made by Mr. Cai Qiren is very interesting. He thinks that designers are not equal to artists. Artists can be completely emotional and designers are Sensibility, but it requires rationality to check and balance. When the mind is filled with the ideas of the sky, the artist will not hesitate to dump all his creative ideas, regardless of the secular vision, because his works are only responsible to his artistic world. However, the designer cannot escape from the objective environment. He must consider whether this design is really feasible, whether it can promote the product, what impact it will have on the public, and so on.