色彩心理学在商业海报中的应用探究  

Research on the Application of Color Psychology in Commercial Posters

作　　者：刘念 Liu Nian(Wuhan City College)

机构地区：[1]武汉城市学院

出　　处：《色彩》2024年第6期1-3,共3页Fashion Color

摘　　要：在商业海报设计中,色彩不仅是视觉元素的重要组成部分,更是情感传达的媒介。通过不同的色彩搭配和组合,能激发受众的情感共鸣,进而树立企业良好的品牌形象。基于此,笔者首先简述了色彩与心理的关系、色彩的基本属性,接着详细地论述了色彩心理学在商业海报中的具体应用,最后对色彩心理学在商业海报设计中应用的挑战与对策进行了分析。研究结果表明,色彩心理学在商业海报中的应用不仅能丰富画面的视觉效果,还能使商业海报更精准地把握受众心理、激发受众的情感共鸣,促进品牌传播和产品销售。In commercial poster design,color is not only an important part of visual elements,but also a medium for emotional communication.Through different color matching and combination,it can stimulate the emotional resonance of the audience,and then establish a good brand image of the enterprise.Based on this,the author first briefly describes the relationship between color and psychology and the basic attributes of color,then discusses the specific application of color psychology in commercial poster in detail,and finally analyzes the challenges and countermeasures of the application of color psychology in commercial poster design.The research results show that the application of color psychology in commercial posters can not only enrich the visual effect of the picture,but also make commercial posters more accurately grasp the audience's psychology,stimulate the audience's emotional resonance,and promote brand communication and product sales.

关 键 词：色彩心理学 商业海报 应用 

分 类 号：J524.3[艺术—艺术设计] J063