1. The function of color
Due to the difference in the degree of stimulation of the optic nerve by different colors of light, the resulting visual sense will endow some of the following functions.
(1) Color feeling: Warm colors such as red, orange, and yellow are easy to make people excited, happy or refreshed their eye-catchingness is easy to attract attention and attention, and they are very suitable for advertising or logo colors. Cool colors such as essenceblue .
(2) Feeling of lightness: Light colors appear bright and make people feel light and comfortable; dark colors and dull colors make people feel depressed and discouraged. Therefore, light tones should be used indoors, which not only increases the brightness, but also makes people feel comfortable, whether it is working or resting, it makes people feel very comfortable. On the side exposed to direct sunlight, cool colors should be used to avoid glare due to excessive reflection; warm colors should be used on the shaded side to make it have a harmonious environment.
(3) Fatigue: The excitatory effect of warm colors will easily cause fatigue if it takes a long time. On the contrary, cool colors can relieve people's fatigue from long-term work, and if used in the living environment, people can get a better rest .
(4) Sense of weight: Light colors appear brisk, while dark colors appear heavy. Therefore, the upper and lower depths appear relatively stable. For example, if the ceiling is light-colored and the ground is dark-colored, it will appear harmonious and stable.
(5) Sense of distance: Red, yellow, and orange with high brightness make people feel closer; blue and green with low brightness make people feel alienated. Cleverly matching , such as red and yellow dotted in the light blue or light green background color, can make the space appear broad and far-reaching.
(6) Color changes: The color changes are more eye-catching, giving people a more beautiful and strange sense of dynamics , making people feel particularly surprised, and more likely to arouse people's emotions and imagination. For example, objects decorated with metallic flash paint or pearlescent paint, due to the colorful effect of different colors with different angles, the product appears more beautiful and attractive; due to its unique decorative effect, the object appears more luxurious.
2. Color planning
Due to the visual effect of color and its influence on people's psychology, it is very important to plan the color of the product. However, because people have different perceptions of color, color planning cannot be carried out according to the designer's personal preference, but should be considered in order to meet the requirements of consumers. Therefore, designers need to find out the purchasing motivation of consumers in advance. In general, color planning should consider the following aspects.
(1) Eye-catching color: To meet this requirement, the color matching of the product must be bright and bright, with strong contrast and specificity. Only in this way can it attract the attention of consumers.
(2) Aesthetics of color: The color layout should be coordinated and balanced, bright and pleasant.
(3) The emotion of color: fully apply the feeling of warmth, lightness, softness and hardness of color in the color matching of products, endow it with emotion, and make the product more humanized and humane.
(4) Emotionality of color: White symbolizes purity, black symbolizes solemnity, red symbolizes enthusiasm hope, green symbolizes peace, blue symbolizes satisfaction, and purple symbolizes nobility. Use the emotion of color to make the product have various sentiments.
(5) Color preferences: According to people's age, gender, and occupation, different preferences for colors should be paid attention to in product color design.
(6) Rationality of color: Reasonably choose color and collocation according to the use, function, structure, material, and shape of the product, and at the same time, consider its coordination with the environment in which it is located.
For public products and special products, the symbolic effect of color should be used. Especially in the process of promoting and cultivating a new product, it is necessary to make full use of the symbolic role of color, grow eventually become an important part of the brand logo, so that it can produce better economic benefits. Therefore, in the process of product brand creation, once the color is determined, it should not be changed repeatedly, which puts high requirements on the color planning and design .
