Introduction color

一．

ral function of strengthening. Poster is no longer

simply a promotional tool, but more of a designer to express emotion and explore the social problems of the carrier.

二．

the color poster design

The main way people perceive the world through visual communication. Good use of color is the icing on the cake can be described on the poster, to the head start effect. Application of the general principles of color should be the overall coordination, local contrast, refers to the overall coordination of the overall color effect of the poster to achieve harmony, while the local contrast is that only a small part of the place can use some strong color contrast. The needs of the content of the poster, in the use of color in different primary colors. Cognitive nature in everyday life, the subconscious to form a symbolic recognition of color, such as: tender green of spring, bright green in summer, golden autumn, taupe winter, when the four colors appears alone, people will associated with the corresponding season. Like the color on some of the common people can produce the corresponding association, for example: blue lake, red flame and so on. Color also has a significant

psychological sense, as in the winter indoors, were light blue and orange a test, people will feel the interior of the corresponding cold and warm changes. In addition, there is a certain color nationality, due to environmental, cultural, traditional and other factors, the use of various ethnic groups habits of color there are differences and different preferences. As for the design work can reasonably make good use of the color of these features, you can make viewers sympathize with the posters, posters for propaganda purposes so as to enhance its influence. ... According to the characteristics of color, the following describes the use of some common methods in Asia:

( 1 )海报版面可 以使用暖色调 的红、黄、紫、绿四个系列的色彩和赭石色进行搭配。如大红色、橙黄色、小份的紫罗兰和橄榄绿色与赭石色进行搭配使用 ，海报整体便呈现 出温馨、喜庆、热情。

(1) Poster layout you can use warm colors of red, yellow, purple, green and ocher color of the four series of color to match. Such as large red, orange, violet and olive small portion of green and ocher were with the use of posters as a whole will show a warm, happy, warm.

( 2 )海报版面可以使用冷色调的蓝 、绿、紫三个系列的色彩进行搭配。如青色 、墨绿 、蓝 紫色进行搭配 。这种色调的运用 ，海报整体便呈现出深远 、清冷、高雅的氛围。

(2) Poster layout you can use the cool colors of blue, green, purple to match the color of the three series. Such as blue,

dark green, blue, purple to match. The use of colors, posters will be presented the overall far-reaching, cold, elegant atmosphere.

( 3 )对比色调的海报版面 。是通过把色相相互为补色的色彩搭配在同一版面中。象红与绿、黄与紫、橙与蓝都互为补色 。补色的相互搭配 ，能产生强烈的视觉冲击，但不易把握 ，必须遵循 “ 大调和，小对 比”原则，而不要盲目的为了对 比而滥用，总体的色调应该是统一和谐的，局部的地方可以有一些小的强烈对比，这样才能产生强烈的视觉效果 ，给人亮丽、鲜艳、喜庆的感觉。

(3) the contrasting colors of the poster layout. By the complementary color hue is the color of each other with the same layout. Like the red and green, yellow and purple, orange and blue are mutually complementary color. Fill color with each other, can produce a strong visual impact, but not easy to grasp, must follow the \and not blindly order to compare the abuse, the overall tone should be unity and concord, and local areas can have In contrast to some small, so as to produce a strong visual effect, give bright, bright, happy feeling.

( 4

(4) According to the contents of the posters in the background layout (background color) the use must be carefully used. Poster's purpose is to convey information, meaning the viewer must be able to clearly and simply, easy to read all the content. From the color on the analysis, we simply divided into poster deep or shallow background, said that the depth of color

science change the \

Of \particularly important, imagine a dark background color, while the dark color of the contents of a layout, the viewer is difficult to adhere to the overall content of the poster read, can see a complete body content of the human eye can not stand. So when the poster content (text or image) is light, when a dark background to set off the time; the contrary, the use of light-colored background.

三、海报设计中的色彩运用技巧

色彩是形成海报界面风格的最重要的组成部分 ，海报界面设计成功与否，在某种程度上取决于设计者对色彩的运用与搭配， 因为色彩的冲击力是最强的。在海报中要运用好色彩 ，可从以下几个方面掌握其技巧：

Third, use of color in the poster design skills

Color is the formation of interface style posters of the most important part of the success of interface design posters, to some extent depends on the designer and with the use of color, because color is the strongest impact. In the poster to make good use color, can master the skills in the following areas:

1 ． 整体以人为本的设计用色

现代设计，以人为本 。而色彩更有等于个性之说法 ，如冷色、暗色 、灰暗色为文静稳重的内向型，暖色 、明色、纯色为行动积极的外向型。同时由于人的年龄 、性别 、文化、修养、民族、宗教、环境的不同，对色彩的联想和理解各异，如一种色彩 能同时表现儿童的天真、青年人 的朝气和中老年人的深度和含蓄吗?所以必须充分考察目标市场的年龄结构、审美意识、文化层次、经济收人等因素 ，进行目标市场消费者色彩偏爱研究，才可能运用恰当的色彩使不同海报展示出各自的品位、魅力和个性。 如一商品的海报色彩符合某一群体消费者的多方面的审美需求，消费者会感到这是为他们所设计 ，产生亲切感 ，可促使这一群体消费者偏爱这一商品，甚至重复或长期使用。

1. People-oriented design of the overall use of color

Modern design, people-oriented. The color is more equal to the character of the argument, such as the cool, dark, dark color for the quiet steady inward-looking, warm, clear color, solid color, a positive action-oriented. At the same time as the age, gender, culture, culture, ethnicity, religion, environment, different associations and understanding of different colors, such as a color can also show the innocence of children, young people's vitality and the depth and the elderly implicitly it? must be fully investigated the age structure of the target market, aesthetic awareness, cultural level, economic factors such as income, the target market for consumer color

preference study, it may be appropriate to use different colors to show their quality posters, charm and personality. If a product line with a group poster color aesthetic needs of many consumers, consumers will feel this is for their design, warm and welcoming, can contribute to this group of consumers prefer the product, or even repeated or long-term use .

小施尔康的海报采用动物卡通 ，色彩以绿色为主，并用红、 橙、蓝、紫缤纷色彩，互相排斥的高饱和度色彩，形成抗争的内力，使画面具有很强的动力效应 ，有一股 内在的蓬蓬勃勃的生命气息，感染力极强，整体具有健康、活泼的感觉，可赢得少年儿童的喜爱。而百丽女鞋的海报色彩为黄绿 ( Y 4 0 ：Y 、C 、M )相邻色对比组合，柔美调和 ，黄绿色彩的高明度差，明快自然，为中、青年妇女所喜爱 。

Use of small animals, cartoon posters Theragran, the main color to green and red, orange, blue, purple colors, high

saturation mutually exclusive color, the formation of the internal forces of resistance, so that the screen has a strong dynamic effect, there is a Unit breath of life within the thriving, highly contagious, overall a healthy, lively feel, can win the love of children. The Belle was yellow-green color shoes posters (Y 4 0: Y, C, M) adjacent color contrast

combination of soft harmonic, yellow and green colors of the wise is poor, bright nature, as in young women alike.

针对人们经济收人的差异 ，使用不同的色彩来表现商品的高档感和廉价感。通常 “高档 ”色彩是指金黄、银 白、土色等。这些色彩具有贵重、深邃、淡雅的特点。在海报设计中，一般通过印金银或烫金银来表现金黄、银 白。而浓厚、普通的色彩画面， 具有价廉物美的感觉 。金日牌美国洋参丸海报用色为黄、橙黄、 金黄类似色组合，和谐自然，金色的人参表现了商品的贵重感， 整体具有健康光明高档感 。

Economic income for the difference between people using different colors to express the sense of luxury goods and cheap feeling. Usually \on. These colors have the precious, deep, elegant features. In the poster design, usually by printing gold and silver or silver gilt to the performance of gold, silver. And dense, the normal color screen, with a cheap feel. Brand American Ginseng Pills Kim poster colors yellow, orange, golden yellow color combination similar, harmonious nature, gold precious commodity, ginseng sense of the performance of the overall grade with a healthy sense of light.

2 ． 主题色的恰当运用

主题色是代表海报形象的最主要的色彩。它可以是一种或一组色彩。不同的主题色定位不同的色彩格调。选择何种颜色作为主题色，需要视海报的具体情况而定。

2. Pr2. Proper use of the theme color

Theme color represents the color of the main poster image. It can be one or a group of colors. Positioning of different colors in different color theme style. Choice of color as the theme color, you need to, as the case may be the poster. oper use of the theme color

Theme color represents the color of the main poster image. It can be one or a group of colors. Positioning of different colors in different color theme style. Choice of color as the theme color, you need to, as the case may be the poster.

( 1 )明确海报的主题、服务对象及用色彩要表达的目的

要确定一个海报用什么色彩合适 ，你必须要先弄明白该海报的主题和它的服务对象 ，以及你通过色彩希望达到的目的。如餐饮业海报的设计也是很特殊的一类，餐饮海报多以橘红、橙黄系色彩为主色调，这种色调很容易让人产生食欲，并且食物通常让人感受到的是实实在在的体贴，所以用些让人温暖的颜色。

(1) to the subject of posters, the service object and purpose of using color to express

To determine what color the right of a poster, you must first figure out the theme of the poster and its clients, as well as through the colors you want to achieve. Such as food and beverage industry, the design of posters is also a special category, food posters, mostly orange, orange color based color system, it is easy to produce such a tone of appetite, and

food often make people feel is real thoughtful Therefore, people with some warm colors.

( 2 )根据企业形象决定主题色。

对于很多企业、机构及团体来说，他们的海报形象实际上是自身整体形象的一部分 ，这类海报的丰题色一般可用公司的标准色 ，这符合公司的形象战略 ，可以提升公司形象 。如麦当劳公司的宣传海报的色彩就是其公司的标准色红和黄。再如可口可乐公司的宣传海报选用的是大红色，因为可口可乐给人的一贯形象就是大红色，红色产生的激情也正如其公司推出的产品——可乐， 让人兴奋，与消费者产生共鸣。

(2) According to decide the theme of corporate image and color.

For many enterprises, institutions and organizations, their posters, the image is actually part of the overall image of their own, the abundance of these posters question the company's standard color color generally available, in line with the company's image strategy, can enhance the corporate image. Such as the McDonald's color

posters of their company's standard color is red and yellow. Another example is Coca-Cola posters is the big red selection, as Coca-Cola have always had the image is bright red, red passion generated as the company also introduced products - Coke, exciting, resonate with consumers

(3) 标题色彩运用的重要性。

标题的色彩运用是整体海报的亮点，是整体海报的缩影和灵魂。海报的内容通过具有该海报内容色彩感觉的标题进行穿插连接 ，协调的整体版面 。标题色彩直接能吸引读者 ，进行导读， 标题色彩视觉冲击的强弱，直接使读者第一时间进行判断性选读 。为达到宣传目的，必须宏观的考虑整个海报版面的效果，突出标题 。因此可以选择粗重的字体，填充底色的补色 ，甚至用到明度的两个极端色，黑与白进行对 比，达到醒目的效果 。

3. The importance of the title use of color.

Use of color in the title is the highlight of the whole poster is a microcosm of the whole poster and soul. The content of the poster with the poster by the title of color interspersed feel connected and coordinated the overall layout. Title colors to attract the reader directly, the Guidance, the color visual impact of the strength of the title, the first time direct the reader to judge of the Readings. For the propaganda purposes, we must consider the macro effects of the layout of the poster,

highlighting the title. So heavy you can choose the font, fill complement of background color, brightness and even use the two extremes of color, black and white compared to striking effect.

4 ． 结束语

几乎涵盖现代人生活全部的色彩搭配组合 ，即色彩运用 ， 在海报设计领域更日趋重要。在日常生活中，凭直觉、眼光、色彩常识，都不足以应付碰到的色彩难题。何况在扑天盖地的海报中，要不被淹没和抛弃，认真地探讨设计用色 、海报用色以及两者之间的关系应该是有价值的。

4. Conclusion

Cover almost all of modern life color combinations, that is, use of color in the poster design is more and more important. In daily life, intuition, vision, color sense, are insufficient to meet the challenges encountered in color. Moreover, in the rush to the poster canopy, or be submerged and abandoned, to seriously investigate the design of colors, poster colors, and the relationship between the two should be valuable.

总之，色彩运用是一种手段 ，又是一门艺术 ，需要从业者不断探索总结才能取悦读者，也只有这样，才能在激烈的市场竞争中使自己的立于不败之地。

In short, use of color is a means and an art, requires practitioners to please the readers continue to explore summary, the only way to manipulation in the fierce market competition, their invincible.

参考文献

[ 1 】 李广元 色彩艺术学 [ M 】 ． 黑龙江美术出版社， 2 0 0 0

【 2 ] 韦艳丽． 多媒体设计【 M】 ． 北京理工大学出版社， 2 0 0 6 ． 7 [ 3 ] 伍胜． 平面设计实战[ M] 西安交通大学出版社， 2 0 0 2 ．

References

[1】 Guang Yuan Art Color [M】. Heilongjiang Fine Arts Press, 2000

【2] Wei Yanli. 【M】 multimedia design. Beijing University of Technology Press, 2006. 7

[3] Wu wins. Graphic Design combat [M], Xi'an Jiaotong University Press, 2002.

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