【摘要】：隨著互聯(lián)網(wǎng)的誕生,成為第四大廣告形式的網(wǎng)絡(luò)廣告應(yīng)運(yùn)而生,網(wǎng)絡(luò)廣告是指以數(shù)字代碼為載體,采用先進(jìn)的電子多媒體技術(shù)設(shè)計(jì)制作,通過因特網(wǎng)廣泛傳播,具有良好的交互功能的廣告形式。從技術(shù)方面來說,網(wǎng)絡(luò)廣告主要具有數(shù)字化、多媒體和超文本的特征,而從傳播方面來說,網(wǎng)絡(luò)廣告具有互動性強(qiáng)、形式多樣、內(nèi)容豐富、覆蓋面廣和針對性強(qiáng)等特征。色彩設(shè)計(jì)理論是網(wǎng)絡(luò)廣告色彩設(shè)計(jì)的理論指導(dǎo),其中,色彩的三屬性是認(rèn)識色彩的理論工具,數(shù)字色彩空間是色彩設(shè)計(jì)的實(shí)戰(zhàn)工具。色彩對客觀實(shí)物再現(xiàn)的認(rèn)識作用是網(wǎng)絡(luò)廣告信息傳達(dá)的重要工具,色彩有營造藝術(shù)美感的重要作用,在網(wǎng)絡(luò)廣告中色彩設(shè)計(jì)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(xué)作用成為抽象信息傳播的橋梁。因此本文對網(wǎng)絡(luò)廣告色彩設(shè)計(jì)進(jìn)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(wǎng)絡(luò)廣告色彩主要心理要素包括色彩聯(lián)想、色彩象征和色彩喜好在網(wǎng)絡(luò)廣告色彩設(shè)計(jì)中的應(yīng)用。利用色彩的心理效應(yīng)所要體現(xiàn)出的冷暖感、輕重感、強(qiáng)弱感、進(jìn)退感和軟硬感將色彩的功能美和藝術(shù)美的統(tǒng)一起來。創(chuàng)造性的將色彩構(gòu)成的美學(xué)理論和網(wǎng)絡(luò)廣告的視覺審美特點(diǎn)相結(jié)合,歸納出網(wǎng)絡(luò)廣告色彩設(shè)計(jì)的原則,即色彩設(shè)計(jì)的均衡性、色彩調(diào)和的和諧性、色彩對比的強(qiáng)調(diào)性和色彩風(fēng)格的整體性。即色彩設(shè)計(jì)的均衡性、色彩調(diào)和的和諧性、色彩對比的強(qiáng)調(diào)性和色彩風(fēng)格的整體性。并從信息傳達(dá)因素、文化背景因素、企業(yè)形象因素和藝術(shù)美學(xué)因素出發(fā)提出色彩設(shè)計(jì)的構(gòu)思方法。全文采用理論知識與案例分析結(jié)合的方法,對網(wǎng)絡(luò)廣告色彩設(shè)計(jì)進(jìn)行探討,以啟發(fā)設(shè)計(jì)思路,提高設(shè)計(jì)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(xué)位授予單位】：湖北工業(yè)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2010
【分類號】：F713.8

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前1條

1 呂瑞雪;網(wǎng)絡(luò)Banner廣告說服策略研究[D];山東師范大學(xué);2013年

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本文編號：2270379