【摘要】：隨著互聯網的誕生,成為第四大廣告形式的網絡廣告應運而生,網絡廣告是指以數字代碼為載體,采用先進的電子多媒體技術設計制作,通過因特網廣泛傳播,具有良好的交互功能的廣告形式。從技術方面來說,網絡廣告主要具有數字化、多媒體和超文本的特征,而從傳播方面來說,網絡廣告具有互動性強、形式多樣、內容豐富、覆蓋面廣和針對性強等特征。色彩設計理論是網絡廣告色彩設計的理論指導,其中,色彩的三屬性是認識色彩的理論工具,數字色彩空間是色彩設計的實戰(zhàn)工具。色彩對客觀實物再現的認識作用是網絡廣告信息傳達的重要工具,色彩有營造藝術美感的重要作用,在網絡廣告中色彩設計直接影響整個廣告的美觀和感染力,色彩承載信息與訴諸情感的科學作用成為抽象信息傳播的橋梁。因此本文對網絡廣告色彩設計進行全面深入的研究。 本文首先色彩心理角度出發(fā),分析了網絡廣告色彩主要心理要素包括色彩聯想、色彩象征和色彩喜好在網絡廣告色彩設計中的應用。利用色彩的心理效應所要體現出的冷暖感、輕重感、強弱感、進退感和軟硬感將色彩的功能美和藝術美的統(tǒng)一起來。創(chuàng)造性的將色彩構成的美學理論和網絡廣告的視覺審美特點相結合,歸納出網絡廣告色彩設計的原則,即色彩設計的均衡性、色彩調和的和諧性、色彩對比的強調性和色彩風格的整體性。即色彩設計的均衡性、色彩調和的和諧性、色彩對比的強調性和色彩風格的整體性。并從信息傳達因素、文化背景因素、企業(yè)形象因素和藝術美學因素出發(fā)提出色彩設計的構思方法。全文采用理論知識與案例分析結合的方法,對網絡廣告色彩設計進行探討,以啟發(fā)設計思路,提高設計水平。
[Abstract]:With the birth of the Internet, the network advertisement, which became the fourth largest advertising form, came into being. The network advertisement refers to the digital code as the carrier, which is designed and produced with advanced electronic multimedia technology and widely disseminated through the Internet. Good interactive advertising form. From the technical aspect, the network advertisement mainly has the digital, the multimedia and the hypertext characteristic, but from the dissemination aspect, the network advertisement has the interactive strong, the form is diverse, the content is rich, the coverage is wide and the pertinence is strong and so on. The theory of color design is the theoretical guidance of the color design of network advertisement, in which, the three attributes of color are the theoretical tools to understand color, and the digital color space is the practical tool of color design. The cognition function of color to objective object reappearance is an important tool of network advertisement information transmission, color has the important function of creating artistic aesthetic feeling, in the network advertisement color design directly affects the beauty and appeal of the whole advertisement. The scientific function of color carrying information and appealing to emotion becomes the bridge of abstract information transmission. Therefore, this article carries on the thorough research to the network advertisement color design. From the perspective of color psychology, this paper analyzes the main psychological elements of online advertising color, including color association, color symbol and color preference in the application of network advertising color design. Using the psychological effect of color to reflect the sense of warmth, weight, strength and weakness, the sense of advance and retreat and the sense of hard and soft will be the unity of the beauty of function and the beauty of art. Combining the aesthetic theory of color composition with the visual aesthetic characteristic of network advertisement creatively, the principle of color design of network advertisement is summed up, that is, the balance of color design, the harmony of color and harmony. The emphasis of color contrast and the integrity of color style. Namely, the balance of color design, the harmony of color harmony, the emphasis of color contrast and the integrity of color style. The conception method of color design is put forward from the factors of information transmission, cultural background, corporate image and art aesthetics. This paper uses the method of theoretical knowledge and case analysis to discuss the color design of network advertisement in order to enlighten the design idea and improve the design level.
【學位授予單位】：湖北工業(yè)大學
【學位級別】：碩士
【學位授予年份】：2010
【分類號】：F713.8

【引證文獻】

相關碩士學位論文 前1條

1 呂瑞雪;網絡Banner廣告說服策略研究[D];山東師范大學;2013年

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本文編號：2270379