本文選題：平面廣告設(shè)計(jì)　切入點(diǎn)：色彩　出處：《延邊大學(xué)》2017年碩士論文

【摘要】：不同的色彩語義帶來不同的情感體驗(yàn),其恰當(dāng)?shù)倪\(yùn)用可提升平面廣告設(shè)計(jì)的藝術(shù)性與審美性,平面廣告中色彩應(yīng)用結(jié)合情感聯(lián)動(dòng),能夠使平面廣告設(shè)計(jì)更加靈動(dòng)豐滿。在平面廣告設(shè)計(jì)研究中,色彩與情感的契合及應(yīng)用具有重要的影響意義,其對(duì)做好平面廣告設(shè)計(jì)發(fā)揮著不可忽視的作用。色彩在平面廣告設(shè)計(jì)中的運(yùn)用,不僅需要突顯其畫面審美性、視覺知覺性沖擊,抓住受眾群體的視線,還需要利用色彩和情感的契合,抓受引導(dǎo)眾的內(nèi)心情感,視線廣告內(nèi)涵在心理情感層面的信息傳遞。關(guān)注不同時(shí)代、地域、文化背景下的色彩運(yùn)用,才能準(zhǔn)確的把握在平面廣告設(shè)計(jì)中色彩所表現(xiàn)的不同情感與規(guī)律。這對(duì)進(jìn)一步推進(jìn)色彩與情感的聯(lián)系在平面廣告中應(yīng)用和發(fā)展具有一定的現(xiàn)實(shí)意義。本論題的研究在于深入研究色彩的情感表達(dá),目前尚無人進(jìn)行這方面的系統(tǒng)性研究。本文的研究有利于提升我們對(duì)平面廣告設(shè)計(jì)的理解,并提高我們對(duì)不同色彩及其內(nèi)涵語義的敏感度。本論文通過社會(huì)學(xué)、心理學(xué)、藝術(shù)表現(xiàn)形態(tài)學(xué)、等諸多學(xué)科的角度,通過文獻(xiàn)分析法、網(wǎng)絡(luò)信息檢索法、案例分析法、經(jīng)驗(yàn)總結(jié)法等,收集相關(guān)資料、分析人們歷來形成的經(jīng)驗(yàn)總結(jié),對(duì)該論題進(jìn)行深入分析,尋找契合點(diǎn),意圖探索色彩與情感在平面設(shè)計(jì)中的應(yīng)用規(guī)律,總結(jié)出具有實(shí)踐意義的研究成果,能為平面廣告設(shè)計(jì)工作者在實(shí)踐中提供有益的方式有效的落實(shí)方法。全文共分三個(gè)部分,第一部分主要從理論的角度解釋平面廣告中的色彩語義及意蘊(yùn):概述了色彩要素的理論基礎(chǔ)、廣告色彩的象征與聯(lián)想以及廣告色彩的屬性對(duì)比語義。第二部分主要從平面廣告中色彩與情感的契合角度進(jìn)行分析,通過色彩與情感聯(lián)系的表現(xiàn)性、影響力和溝通力三方面進(jìn)行論述。第三部分是結(jié)合前面的理論要素,對(duì)平面廣告中色彩與情感聯(lián)系的實(shí)際案例進(jìn)行分析,各選取了兩支公益平面廣告和兩支商業(yè)平面廣告進(jìn)行研究。色彩和情感有著奇妙的關(guān)聯(lián)性,并且在平面廣告設(shè)計(jì)中,可以通過對(duì)廣告產(chǎn)品的特質(zhì)提煉,選擇貼合特質(zhì)的色彩搭配,通過色相、明度、純度等元素的綜合設(shè)計(jì),以及色彩語義和情感感覺的綜合運(yùn)用,搭建起受眾和廣告產(chǎn)品之間的情感橋梁,實(shí)現(xiàn)情感互動(dòng)和共鳴,以此提升平面廣告的表現(xiàn)力和注目性。
[Abstract]:Different color semantics have different emotional experience, the proper use can enhance the artistic and aesthetic of graphic design, emotional color combination linkage in advertising, graphic design can make more agile in full. Study graphic design, have significant influence between colors and emotions and application, which play an important role to do graphic design. The use of color in the graphic design, not only need to highlight the picture aesthetic, visual perception of the impact, seize the audience's sight, also need to fit the use of color and emotion, by grasping lead all feelings, passing sight of advertising content in the psychological level of information. Pay attention to the different times, regions, with cultural background color, can accurately grasp the color in graphic design in the form of different emotions With this contact law. To further promote the color and emotion has a certain practical significance in the development and application of plane advertisement. This thesis is in-depth study of emotional expression of color, there is no systematic research in this field. This paper is helpful to enhance our understanding of graphic design, and improve the we are in different color and the connotation of semantic sensitivity. This paper through the sociology, psychology, art morphology, and many other disciplines perspective, through literature analysis, network information retrieval method, case analysis method, experience summary, collect relevant data, analysis of the formation of the people always experience, in-depth analysis of the in this thesis, to find a meeting point, to explore the application of color and emotion intention in graphic design, summed up the research results have practical significance, for the plane advertisement design. The author provides the implementation of effective methods in beneficial ways in practice. This paper is divided into three parts, the first part explains the semantic color and implication in plane advertisement mainly from the perspective of theory: theoretical basis of color elements, attributes comparison of semantic color symbol and advertising and advertising. Lenovo color analysis fit perspective the color from the plane advertisement and emotion in the second part, through the performance of color and emotional contact, influence and communication capacity is discussed from three aspects. The third part is the theoretical elements combined with the previous analysis, the actual case of color and emotion in advertising links, the two public and two commercial advertisement the plane advertisement was studied. Color and emotion has a wonderful relationship, and in plane advertisement design, through the refinement of advertising product features, select fit The characteristics of color collocation, the hue, lightness, purity and other elements of the integrated design, and comprehensive use of semantic color and emotional feeling, build up between audience and advertising product emotional bridge, achieve emotional interaction and resonance, in order to enhance the expressive force and the attention of plane advertisement.

【學(xué)位授予單位】：延邊大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：J524.3

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