本文選題：色彩心理因素 + 色彩與文化��； 參考：《西北大學(xué)》2013年碩士論文

【摘要】：隨著全球信息經(jīng)濟(jì)的迅速發(fā)展,廣告作為各類信息的載體同時(shí)也是連接和溝通廣告主和受眾的橋梁,越來越顯得重要,成為生活中不可或缺的一部分。廣告設(shè)計(jì)是廣告的直接體現(xiàn),涵蓋了廣告所要傳達(dá)的所有信息。 在一則完整的廣告中,色彩、圖形、文字是設(shè)計(jì)構(gòu)成的主要三大元素。從視覺傳達(dá)的角度來講,色彩的視覺沖擊力最強(qiáng),比圖形、文字更加容易識(shí)別憶記。再加上色彩具有特殊的情感、象征、聯(lián)想等系列心理作用,決定其在一些廣告設(shè)計(jì)中為主要設(shè)計(jì)元素。從心理學(xué)的角度講色,美感是由感官刺激引起的一種情感響應(yīng),而色彩恰好具有喚起情感的作用,喚醒受眾內(nèi)心相應(yīng)的憧憬與渴望,給人一種審美的愉悅。因此,色彩心理因素在廣告設(shè)計(jì)中對廣告環(huán)境、消費(fèi)者的情感活動(dòng)等具有深刻影響。與此同時(shí),色彩傾向所形成的不同心理暗示,給消費(fèi)者的總體印象也不同,最終產(chǎn)生迎合消費(fèi)者喜好的廣告效果,決定著消費(fèi)者的購買行為。掌握并合理地運(yùn)用色彩心理因素是廣告設(shè)計(jì)的關(guān)鍵,從某種意義上來說甚至能決定廣告的成敗。 本文將通過文獻(xiàn)研究、社會(huì)調(diào)研、案例分析等方法,論證色彩與色彩心理因素的關(guān)系；以不同文化背景、受眾、商品與廣告色彩的關(guān)系為切入點(diǎn)進(jìn)一步闡述廣告設(shè)計(jì)中色彩與情感因素、人文因素的關(guān)系；最后強(qiáng)調(diào)色彩心理因素的重要性,探索在廣告設(shè)計(jì)中,應(yīng)該如何合理地搭配和運(yùn)用色彩。
[Abstract]:With the rapid development of the global information economy, advertising, as a carrier of all kinds of information, is also a bridge to connect and communicate advertisers and audiences. It becomes more and more important and becomes an indispensable part of life. Advertising design is the direct embodiment of advertising, covering all the information to be conveyed by advertising. In a complete advertisement, color, graphics, and text are the three main elements of design. From the perspective of visual communication, color is the most powerful visual impact than graphics, text easier to recognize memory. In addition, color has special emotional, symbolic, associative and other psychological functions, which determines that it is the main design element in some advertising design. From the point of view of psychology, aesthetic sense is an emotional response caused by sensory stimulation, and color has exactly the function of arousing emotion, arousing the corresponding longing and longing of the audience, and giving people an aesthetic pleasure. Therefore, color psychological factors in advertising design have a profound impact on advertising environment, consumer emotional activities and so on. At the same time, different psychological cues formed by color tendency give consumers different overall impression, and finally produce advertising effects that cater to consumers' preferences, which determines consumers' purchase behavior. It is the key of advertising design to grasp and apply color psychological factors reasonably, which can even determine the success or failure of advertisement. This paper will demonstrate the relationship between color and color psychological factors through literature research, social research, case analysis and so on. The relationship between commodity and advertising color is a starting point to further elaborate the relationship between color and emotion factor and humanistic factor in advertising design. Finally, it emphasizes the importance of color psychological factor, and explores the importance of color psychological factor in advertising design. How should the reasonable collocation and use of color.
【學(xué)位授予單位】：西北大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：J524.3

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