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在广告视觉传达中,色彩的应用十分重要。本文应用案例分析的方法探究色彩在广告视觉传达中的作用与美学效应。从促进商品销售的角度来看,色彩能起到“引起注意、促进识别、增强记忆和还原产品”的作用。与此同时,色彩还具有“象征性、表情性、表现力”这些美学效应。
In advertising visual communication, the application of color is very important. This article uses the method of case analysis to explore the role of color in advertising visual communication and aesthetic effects. From the perspective of promoting the sale of goods, color can play a role of “attracting attention, promoting identification, enhancing memory and restoring products.” At the same time, color also has “symbolic, expressive, expressive ” these aesthetic effects.