Color is a special language, the audience receives the first information is often color, color often conveys the first information. Therefore, the determination of the standard color in VI is very important, is to increase the attractiveness and infectivity of one of the most direct factors.
Emotional expression of color
Red passionate as fire, blue serene and elegant, green and vibrant, yellow bright and lively, black solemn and solemn, white elegant and fresh ...... These are the colors to bring people's direct feelings, which is the color emotion. These colors can express human emotions, vitality, power, warmth, cold, happy, strong. The emotional expression of color to a certain extent has a considerable **** sex, the use of visual emotional color can enhance people's recognition of the corporate philosophy, deepen people's understanding of the business proposition. It should be noted that psychologists have confirmed that different people on the same color will produce different psychological and reaction, so the emotional expression of color is not absolute, need to grasp from the general direction.
Learning in color
As mentioned above, in the general direction, color is a certain taboo. In the use of color associations and symbols, should be considered more long-term. Such as yellow, in Chinese imperial and rich, brilliant, but in some European and American countries, yellow is the color of the clothes of the traitor Judas in Christianity and become synonymous with despicable; in South America, yellow often indicates the meaning of despair; in Islam, yellow is the color of death. These are all things that designers need to consider. Of course, such a huge system thought what color can not be used, because the world culture is so colorful. The point being made here is that you need to know at least a little bit about the regional culture of your target audience area to avoid such mistakes on a regional scale.
Traditional vs. Modern
Are there traditional and modern colors? This certainly doesn't refer to the color itself. Red itself does not change with the times (the color will be richer over time, but the color itself does not change), but in the visual system to convey the process, why is there "old-fashioned" said? Here the traditional and modern is the requirement that VI design needs to be based on the changes of the times and the choice, the need to break through the traditional constraints. Into the current "modern civilization".