化妆品类平面广告中色彩创意与消费者心理互动分析研究 广告学专业VIP专享VIP免费

化妆品类平面广告中色彩创意与消费者心理互动分析中文摘要色彩搭配无形中影响着人们的心理活动，色彩在平面广告这一艺术形式中更起着关键的作用。自平面广告诞生至今，设计师们为更好地达到平面广告的目标诉求，不断地进行着学习和探索，对色彩的运用如何有效地发挥出促进消费的效果进行摸索，经过时间的沉淀总结出了许多十分宝贵的经验，推动着当代的平面广告设计工作。在这样的大环境下，随着时代的变迁，信息量不断丰富着的当代，时尚的风向标不断的变化，且变化速度逐渐加快，对色彩使用的探索也随着时代的变化不断前行，色彩对消费者心理产生的影响也愈加收到重视。平面广告充斥着大街小巷和网络世界，在这其中，不同商品不同目的的平面广告设计也有着不同的设计思路，进行针对性的分析则更适合当下的环境。本文针对与化妆品类平面广告的分析，从色彩的物理及心理特点入手，分析色彩对消费者产生怎的心理影响。结合实际案例，对化妆品类平面广告中色彩起到的作用进行深入的分析，进而总结出化妆品类平面广告在色彩运用上的规律，结合色彩如何与消费者产生互动探究如何在此基础上进行积极的创新并应当对哪些方面进行注意提出建议，对化妆品类平面广告色彩创意如何对消费者产生正面的心理互动带来启示。关键词：平面广告；色彩创意；消费者心理。ABSTRACTThecolorcollocationisinfluencingpeople'spsychologicalactivityinvisibly;thecolorisplayingthekeyroleintheplaneadvertisementthisartform.Sincethebirthofprintadvertising,designershavebeenconstantlylearningandexploringhowtousecoloreffectivelytopromoteconsumptioninordertobetterachievethegoalanddemandofprintadvertisingAftertheprecipitationoftimesummedupalotofveryvaluableexperience,promotingthecontemporarygraphicadvertisingdesignwork.Insuchabigenvironment,withthechangesoftheTimes,theinformationcontentisconstantlyenrichedinthecontemporaryera,thefashionvaneisconstantlychanging,andthespeedofchangeisgraduallyaccelerating,theexplorationoftheuseofcolorisalsoconstantlyadvancingwiththechangesofTheTimesColoronthepsychologicalimpactofconsumershavebeenmoreandmoreattention.Printadvertisingisfullofstreetsandalleysandthenetworkworld,inwhich,differentproductsanddifferentpurposesofprintadvertisingdesignalsohavedifferentdesignideas,targetedanalysisismoresuitableforthecurrentenvironment.Basedontheanalysisofthecosmeticprintadvertisement,thispaperstartswiththephysicalandpsychologicalcharacteristicsofcolor,andanalyzesthepsychologicalimpactofcoloronconsumers.Combinedwithpracticalcases,thispaperanalyzestheroleofColorincosmeticprintads,andthensummarizestherulesofColorApplicationincosmeticprintadsConsideringhowcolorsinteractwithconsumerstoexplorehowtomakepositiveinnovationsbasedonthisandwhataspectsshouldbenotedandproposed,howtoproducethepositivepsychologyinteractiontotheconsumertobringtheEnlightenmenttothecosmeticprintadvertisementcolorcreativity.KeyWords:printadvertising;colorcreativity;consumerpsychology.目录一、引言_______________________________________________1二、文献综述___________________________________________2（一）国内的相关研究________________________________________21、平面广告中色彩相关的研究现状_______________________________22、平面广告色彩运用与情感因素的研究现状_______________________23、女性消费心理与平面广告创意_________________________________3（二）国外的相关研究________________________________________3三、平面广告中的色彩特征与色彩心理_____________________5（一）色彩的特征____________________________________________51、色相_______________________________________________________52、饱和度______________________________________...