新媒体视域下基于色彩元素的视觉传达设计研究  

Research on Visual Communication Design Based on Color Elements in the New Media Perspective

作　　者：赵勐 李颖[1] Zhao Meng;Li Ying(Harbin Normal University,Harbin Heilongjiang 150080)

机构地区：[1]哈尔滨师范大学,黑龙江哈尔滨150080

出　　处：《流行色》2022年第8期99-101,共3页Fashion Color

摘　　要：色彩元素是新媒体向用户传达思想、文化、理念的重要视觉语言,然而少有研究深入论证新媒体色彩元素的视觉传达规律、方法、以及实践应用方案。结合“主色调”、“五色观”、“印象色”等理论,进一步探讨了新媒体色彩元素视觉传达价值。采取案例分析法,论证了色彩元素的新媒体视觉传达空间,得到结合产品特色打造“色彩情感”,丰富内容表达体现“色彩张力”,迎合小众审美重构“色彩语汇”的创新设计结论。旨在优化新媒体用户色彩体验效果,增强新媒体色彩视觉表达力。Color elements are an important visual language for new media to convey ideas,culture and concepts to users.However,few studies have thoroughly demonstrated the visual communication rules,methods and practical application schemes of new media color elements.Combined with the theories of"main tone","five-color view"and"impression color",the visual communication value of new media color elements is further discussed.The case analysis method is adopted to demonstrate the visual communication space of color elements in new media,and the innovative design conclusion is drawn that"color emotion"should be created based on product characteristics,"color tension"should be embodied in rich content expression,and"color vocabulary"should be reconstructed to cater to the minority aesthetic.It aims to optimize the color experience effect of new media users and enhance the visual expression of new media color.

关 键 词：新媒体 色彩元素 视觉传达 设计理念 

分 类 号：G63[文化科学—教育学]