color design

No matter what kind of hardcore you are, you have to admit that color and the intimacy of life are almost to the point of reluctance. It is as small as the color of clothes to wear at work every day. It is as big as the color of the design of a country’s national flag. It reflects the color in our lives and plays a very important role. In fact, no one can live in a colorless world other than characters in black and white films. Color makes this world colorful. It can change our mood and influence our view of something. Businesses are therefore willing to invest green and green banknotes in designing colors that represent companies. Designers are racking their brains to express the qualities of each color, so that they believe that at the instant of your encounter with color, you can That or gentle, or violent colors, the message it passed to you.
The use of color is the door of learning. How important is the position it takes in the design? In this regard, we specifically ask the designer Mr. Cai Qiren. Mr. Cai Qiren said that a design work generally contains three elements: color, image, and text. Of these three elements, color is more important. Mr. Cai explained that people are quite sensitive to color. When they first contact a design work, the first thing that draws their attention is the color of the work, followed by the image, and finally the text. Color has a particularly strong impression on others, so designers are most likely to express their design ideas through colors. As a designer, they must understand and communicate with color to understand them.

Color code

Color involves a lot of knowledge, including aesthetics, optics, psychology, and folklore. In recent years, psychologists have put forward many theories about the relationship between color and human psychology. They pointed out that each color has a symbolic meaning. When the visual contact with a certain color, the brain's nerves will receive the signals of color distribution, and instantly generate associations. For example, red symbolizes enthusiasm, and then red is exciting, and blue symbolizes. Reason, seeing the blue calms people. Experienced designers can often use the colors to bring back psychological associations of ordinary people and achieve the purpose of design.

Color symbol

Red - Blood, sunset, fire, enthusiasm, dangerous orange - sunset, autumn leaves, warmth, active yellow - gold, yellow chrysanthemum, attention, bright green - vegetation, security, peace, ideals, hope blue - ocean, Blue Sky, Silence, Melancholy, Reason Purple - Noble, Mysterious, Elegant White - Pure, Prime, Divine Black - Night, Death, Evil, Serious

But psychologists also noticed that a color usually contains more than one symbolic meaning. Just as the above-mentioned red symbolizes enthusiasm, it also symbolizes danger. Therefore, different people will make completely different passwords for the same color. Interpretation. In addition, the individual’s age, gender, occupation, social culture, and educational background in which he lives are all contributing to different associations of the same color. Mr. Cai Qiren exemplifies that if Chinese people are particularly interested in red and yellow, they are somewhat related to the origin of the Chinese nation in the Loess Plateau. Therefore, under different cultural systems, colors will be set to languages ​​that contain different specific meanings. The meaning may be completely different.
This theory of color and mental association is an important discovery for designers. When choosing which colors to use, they must also consider which community the work is aimed at so as not to be counterproductive. Mr. Cai Qiren exemplifies that purple is a kind of noble color in the Western religious world. The patriarch’s robe is purple. However, in Muslim countries, purple is a taboo color and cannot be used indiscriminately. If designers do not pay attention to the hidden language of color, they only take care of themselves and convey the wrong message. Then they really do not know who to blame.

New season fashion color

What color will be popular in the next season? Mr. Cai Qiren said that black will continue to be popular, while the other will be a bright green series. At that time, we may see a bright green jump around.

Popular colors

Color psychology is just one of the conditions for selection. There are other reasons for designers to decide. One of the most common factors is the trend. When a certain period of time, a certain color or a series of colors becomes the dominant preference in society at that time, when designers design new products, they will inevitably tend to choose those popular colors. But who decides what is the popular color? The study of popular colors is a new discipline in the past half century. Mr. Cai Qiren pointed out that there is an international fashion color committee in the world that specializes in studying the trend of color. Each year, the committee will study and analyze popular shades around the world and predict which colors will become international colors and provide designers with reference.
But the final decision is still in the invisible hands of the market. In fact, most of the popular colors are due to commercial factors. In the market, a group of commercial investors and designers work together to promote certain colors and create a “some color is the most popular” atmosphere; The family was affected by these colors, and the new color was born in the world. This situation is particularly evident in the fashion market. The fashion industry often leads the new color trend. Every time the fashion designer launches a new season of work, it will bring a chain reaction. Other peripheral products such as accessories, watches, backpacks, and mobile phones will be adopted. Similar shades are used to match and spread, and the colors of other items are also affected.
At present, there are frequent exchanges in different regions, and the coverage of popular colors has become more extensive, and the influence on design has gradually increased. In recent years, for example, the trend has been pursuing a metallic color system. All of a sudden, the newly emerged products have to be painted with metallic colors. Designers to improve the attractiveness of goods as the premise, follow the trend of using some colors, many of them, many people can find new ideas in several trendy colors, creating a lot of wonderful works. But what is worth pondering is some “designers” who blindly follow the trend and do not just think about it. Their finished products lack new ideas, they only seek to catch up with the trend, and their creative attitudes are extremely perfunctory; as time goes by, the community’s requirements for creation are very likely. Unconsciously reduced, it is worrying.

Idea for body color

Turning any book about color design up, it talks about some basic techniques for using color, such as paying attention to the contrast between cold and warm colors, the balance of color distribution, and the unity and harmony of colors. But what is interesting is that there is almost no book that mentions the relationship between ideas and color design. Perhaps the author thinks that the idea is the basis of the design, and it should be noticed without special mention. But they probably forgot about the magic of color. When you face thousands of colors, the excitement of that moment, the dazzling moment of that moment, is enough to make you completely forget what was originally intended to be expressed. What to highlight. So we will be "fortunate enough" to witness some rich colors and good visual effects, but we don't know what its real selling point is.
Let us restore the basic steps and return to the stage of creation. The three design elements mentioned earlier: color, image, and text are all just a design look. The real soul of a design actually comes from the designer's creativity. A color scheme without an idea is tantamount to a shell with a beautiful appearance. At the moment when it was first witnessed, it may catch the eyes of others. However, whether the audience can remember this design for a long time is very doubtful. Only by incorporating creative ideas into color design can the entire design have souls, and those colors can only convey emotions to the audience. Mr. Cai Qiren asked why the same batch of pigments was also used. Some designs can be long-lastingly unforgettable, while others are just "winks." He advised the designer that he should start from the idea of ​​creation, not to spend all his thoughts on showing off skills.
Some designs strive to boldly innovate in the use of color. It has overthrown the basic laws of all colors. It is visually quite good to have a shocking effect, but we still have to ask whether this is necessary. When color is conceived, at the very least, the color should be expressed in the characteristics of the work. For example, a poster promoting a new food should be used in vivid colors to evoke the appetite of the audience, but if it is only used to attract attention, extreme Bold, anti-traditional colors, this purely bold and bold approach, whether enough? As an example, it may be easier for people to understand the relationship between color and creativity: One of Cai Qiren’s works is a wedding invitation. A simple “hi” is printed on the post above. On the surface, this wedding invitation is nothing special except for its anti-traditional colors; but the groom and the bride are both environmentalists, so green is of great significance to them; but good drama is behind, when guests open the post. At first glance, it was discovered that the bridegroom and the bride had a family name of Huang and a family name of Blue. They immediately realized the meaning of “green”, and the green joy became a testimony of the combination of the two. Green used this design very cleverly. The significance is more profound.
Between “bold innovation” and “stand-by”, sometimes it is difficult to accurately grasp, but the point raised by Mr. Cai Qiren is very interesting. He believes that designers are not equal to artists. Artists can be totally emotional, and designers are Sensibility, but it requires rationality to check and balance. When the mind is full of ideas, the artist will not hesitate to pour out all his creative ideas regardless of his secular vision, because his works are only responsible to his artistic world; but the designer cannot escape from the objective environment, he must consider this Whether the design is really feasible, whether it can promote the product, what impact it will have on the public, and so on. What should be the demarcation line between "innovation" and "derailment" is that the designer has to decide for himself.

Color

Since the emergence of computer graphics software, computers have become the designer's most loyal combat partners. Looking at the designer's hands jumping fast on the keyboard, the design on the computer monitor instantly changes, the colors are diversified, and the situation is beautiful. There is no doubt that computers make the design work more convenient. Designers can quickly conceive of what they envisage in their minds and easily make a lot of results. The space that designers can play is also increased accordingly. However, at the same time as the popularity of computer applications, we cannot deny the fact that there are fewer and fewer human parts of the design and the proportion of computers is increasing. The work seems to lack a sense of emotion and lack of emotion.
Mr. Cai Qiren agrees that the computer is indeed a good helper for the designer. It can record data and is convenient and accurate. The next time it is reprinted, it is well-founded and not easy to make mistakes. However, he also admits that some designers rely too much on computers to design for their customers. They don't want to think about it. They just change the colors one by one on the computer and find a satisfactory one. Strictly speaking, these are not designers, they completely ignore the design of the most important part of the brain thinking. It's true that computers can make images beautiful, but after all, it is nothing more than a re-presentation of the data they have. If the so-called designers just left the right selection in a pile of data, and then made a thing in the east and west, what design is there? This yellow, that green, why should we put it here? What do you want to express? No one cares at all. These colors do not breathe, nor can they cause audience resonance.
Designers rely too heavily on computers and, ultimately, they are too lazy to create. The head of a person is much more precious than a computer. People have ideas and feelings. Computers have enough information and people have unlimited creativity. Through thinking, the designer combines color with his ideas, so that the design of color is truly ever-changing and swaying. Mr. Cai Qiren believes that the design from the human brain output is more humane and has a more intense emotion than the cold computer design. The color is distributed with strong emotions and it is easy to affect the audience. However, after all, computers are one of the auxiliary tools for design. Designers should make good use of the various advantages of computers to practice their own design ideas, make the works more esoteric and highlight personal style, and should not allow themselves to be only at the computer. Rotate within the color database.

Understand color

Three color attributes

Hue (Hue): Shorthand H, the characteristic of color, is the necessary name to distinguish colors, such as red, orange, yellow, green, blue, blue, purple and so on. There is no relationship between hue and color strength and brightness, only
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