some questions about the color used in the design of colorful newspapers and posters. In recent years, China's newspaper industry has developed rapidly, showing unprecedented vitality. The mushrooming number of newspapers has triggered fierce market competition, and colorful newspapers have formed a beautiful landscape. Entering the era of picture reading, color newspaper has won the favor of readers with its gorgeous colors, clear pictures and novel contents. However, due to the progress of science and technology, the inevitability of competition and the aesthetic requirements of readers, the popularity of color newspapers is unexpected, and not all the color newspapers that come out in a hurry are satisfactory. Although many newspapers use color means, they may not be able to achieve the desired objective effect. Many color newspapers have various problems in the use of color. To sum up, they are nothing more than four aspects:

1. Single color, lack of contrast

2. No emphasis on primary and secondary, no tone

3. Too high purity, lack of hierarchy

4. Improper color, poor color. Second, Art editor, who has professional knowledge of color science, has not played an important role, and there is a disconnect between the beauty editing and the post needs in the publishing process; Third, practitioners do not pay enough attention to color means, thinking that as long as they mark the color according to their own preferences, it is a color newspaper, that is, improper use of color will not be recognized as an error. This inevitably leads to the generalization of newspapers and the vulgarization of colors.

How to use colors to serve newspapers is an important topic for journalists at present. Practitioners need to master certain professional knowledge of colors, and Art editor can play a better role. He can arm and train computer operators and group editors with the professional knowledge of American editors. In other words, in the process of color newspaper publishing, American editors can play a decisive role. Zhengzhou Evening News, which won the second place in the national color newspaper appraisal, is an example.

the color used in color newspaper, that is, the printing color is usually four colors: red, yellow, blue and black, that is, the three primary colors plus black. The mixing of three primary colors can produce intermediate colors (two-color mixing) and compound colors (three-color mixing), and the mixing of black can produce ever-changing color effects. It is an effect to use a color alone, and it is also an effect to use it together with other colors. This is called the contrast effect of colors. Contrast can be divided into four types: color contrast, lightness contrast, purity contrast and cold and warm contrast. Different color environments have different visual effects. Colors can be divided into the same color and contrast color, cold color and warm color, dark color and light color, and so on. As a color newspaper practitioner, it is necessary to master the basic knowledge and laws of color and successfully apply them to work practice. Only in this way can the color newspaper be truly loved and recognized by readers.

Let's talk about the use of colors:

Color is the most sensitive thing for human vision. If the color of the homepage is well handled, it can be icing on the cake and achieve twice the result with half the effort. The general application principle of color should be "overall coordination and local contrast", that is, the overall color effect of the homepage should be harmonious, and only local and small areas can have some strong color contrast. In the use of color, you can use different main colors according to the needs of home page content. Because colors are symbolic, for example, tender green, emerald green, golden yellow and taupe can symbolize spring, summer, autumn and winter respectively. Secondly, there are professional logo colors, such as olive green for military police and white for medical and health care. Color also has obvious psychological feelings, such as cold and warm feelings, the effect of advancing and retreating, etc. In addition, color also has nationality, and there are great differences in color preferences among different nationalities due to the influence of environment, culture, tradition and other factors. Making full use of these characteristics of color can make our home page have profound artistic connotation, thus enhancing the cultural taste of the home page. Here are some common color schemes:

1. Warm colors. That is, the collocation of red, orange, yellow and ochre. The use of this hue can make the home page present a warm, warm and enthusiastic atmosphere.

2. cool tones. That is, the collocation of cyan, green and purple. The use of this color tone can make the home page present a quiet, cool and elegant atmosphere.

3. Contrast tone. That is, the colors with completely opposite colors are matched in the same space. For example: red and green, yellow and purple, orange and blue, etc. This kind of color collocation can produce a strong visual effect and give people a bright, bright and festive feeling. Of course, if the contrast tone is not used well, it will be counterproductive and produce tacky and dazzling adverse effects. It is necessary to grasp the important principle of "harmony in major and small contrast", that is, the overall tone should be unified and harmonious, and there can be some small strong contrast in local areas.

Finally, we should also consider the depth and lightness of the background color of the homepage. Here, we borrow a term from photography, that is, "high-key" and "low-key". Light background color is called high profile; Deep background color is called low-key. If the background color is deep, the color of the text will be light, and the light content (text or picture) will be set off with a dark background; On the contrary, if the background color is light, the text will be darker, and the dark content (text or picture) will be set off with a light background. This change of depth is called "lightness change" in chromatics. On some homepages, the background color is black, but the text is also in a darker color. Because the brightness of the colors is relatively close, readers will feel very tired when reading, which will affect the reading effect. Of course, the brightness of the color can't change too much, otherwise the brightness contrast on the screen is too strong, which will also make the reader's eyes unbearable.

In short, color is a means and an art, which requires practitioners to constantly explore and summarize to please readers, and only in this way can they be invincible in the fierce market competition.