Philosophy of Color Design

Design no matter what kind of diehards you are, you have to admit that color and the intimacy of life, almost to the point of difficult to leave. As small as every day to wear what color clothes, such as the design of a country's flag to apply what color, all reflect the color in our life, played a heavy foot color. In fact, no one can live in a colorless world except for the characters of Black-and-white films. Color makes the world colorful, it can change our mood, affect our view of something. Companies are therefore willing to invest the green money in the design on behalf of the company's color, the designers have racked their brains to show the qualities of each color so that they believe that in the moment when you meet the color, you can sense the message that it conveys to you under that or gentle, or violent, color.

Color application is a learning, it in the design of the position in the end how important? In this regard, we zhuancheng to the designer Mr. Cai Qiren to consult. A design work, says Mr Cai Qiren, typically contains three elements: color, image, text. Of these three elements, the color is more important. Mr. Cai explains that people are sensitive to color, and when they first touch a design work, the first thing that grabs their attention is the color of the work, then the image, and then the text. Color to other people's impression is particularly strong, so the designer is easiest to express his design ideas through color, and as a designer, you must understand and color communication, understand them.

Color password

Color involves a lot of knowledge, including aesthetics, optics, psychology, folklore and so on. Psychologists have put forward many theories about the relationship between color and human psychology in recent years. They point out that each color has a symbolic meaning, when the visual contact with a certain color, the brain will receive the color signal, the immediate association, such as red symbol of enthusiasm, red is exciting to see; Blue symbolizes reason, see blue makes people calm down. Experienced designers, often through the use of color, to arouse the psychological Association of the General people, so as to achieve the purpose of design.

Color symbol

Red-Blood, sunset, fire, passion, dangerous orange-sunset, Autumn leaves, warmth, positive yellow-gold, Huang Ju, attention, bright green-vegetation, security, peace, ideals, hope blue-ocean, blue sky, calm, melancholy, rational violet-noble, mysterious, elegant white-pure, vegetarian, holy black-night, death, evil, Serious

But psychologists also note that a color usually not only contains a symbolic meaning, as the above red, both symbolic of passion, but also like the levy of danger, so different people, the same color password, will make a very different interpretation. In addition, the individual's age, sex, occupation, his social culture and educational background, will make people have different associations with the same color. Mr Cai Qiren for example, as if the Chinese people are particularly interested in red and yellow, and the Chinese nation originated in the Loess plateau a little relationship, it is in different cultural systems, color will be set to contain different specific meaning of the language, the meaning may be completely different.

This theory of color and psychological Association is an important discovery for designers. When they choose which color to use, they have to consider the community in which the work is oriented in order to avoid the opposite effect. Mr Cai Qiren, for example, Purple is a distinguished color in the Western world of religion, and the archbishop wears purple in his robe, but in Muslim countries purple is a taboo color and cannot be used indiscriminately. If the designer does not pay attention to the hidden language of color, only to play, conveying the wrong message, then I really do not know who to blame.

New Season fashion color

What color will be popular next season? Mr. Cai Qiren says that Black will continue to prevail, and the other will be a bright green series, and then we'll probably see a bright green leap around.

Popular colors

Color psychology is only one of the selection conditions, there are other reasons for the designer's decision, one of the most common factor is the trend. When a certain color or a series of colors become the mainstream preference of the society at that time, designers will inevitably tend to choose those popular colors when designing new products. But who decides which is the fashion color? The research of fashionable color is a new subject in the past half century. Mr. Cai Qiren pointed out that there is an international fashion committee that specializes in color trends. Each year, the Committee conducts research and analysis of popular hues around the world, predicting which colours will become international fashion and providing designers with reference.

But the final decision is still in the invisible hands of the market. In fact, most of the popular color is caused by commercial factors, the market, a group of commercial investors and designers work together to promote certain colors, creating a "color is the most popular" atmosphere, when the general use of these colors, the new color is born. This situation is particularly evident in the fashion market, fashion industry often lead a new trend of color, fashion designers every new season's work will bring a ripple effect, other peripheral products such as ornaments, watches, backpacks, mobile phones and so on, will adopt a similar hue, in order to fit, by extension, the color of other supplies are also affected.

At present, various areas of frequent exchanges, the color of the coverage of the broader, the impact on the design has been gradually strengthened. In recent years, for example, the trend of hot metal color, all of a sudden, new products have all had to put on a three-point metal color. Designers to improve the attractiveness of commodities as a major problem, to adapt to the trend with certain colors, among them, there are many people can be in several trends in color to turn out new ideas, creating a lot of wonderful works. But it is worth pondering, is a number of blindly follow the trend, without thinking of the "designer", their products lack of new ideas, only to catch up with the trend, creative attitude is extremely perfunctory; this continues, the whole society on the creation of the demand is likely to be unconsciously lowered, worrying.

The idea is body color for use

Open any book about color design, have talked about some of the basic techniques of using color, such as attention to the contrast of warm and cold, color distribution balance, color unity and harmony. But interestingly, almost no book has ever mentioned the relationship between idea and color design, perhaps the author thinks the idea is the design of the book, do not need to talk about it should be noted. But they probably forget how the magic of color is, and when you face thousands of colors, that excitement, that moment of dazzling, is enough to make you completely forget what you originally wanted to say and what you really wanted to highlight. So we will "have the honor" to see some colorful, visual effect is very good, but do not know what its real selling point is something.

Let's restore the basic steps back to the stage of creative thinking. Previously mentioned design ternary: color, image, text, all is just a design appearance, a design of the real soul actually from the designer's creativity. No idea of the color design, is tantamount to a empty beautiful appearance of the shell, at the first glimpse of the moment, or will be able to withstand the eyes of the surrounding, but the audience can remember the long-term design, but very doubtful. Only the creative idea into the color design, the entire design has the soul, those colors know to the audience. Mr. Cai Qiren asked why the same paint was used, and some of the designs could be memorable, but some were just "sharp eyes"? He advises that designers should be serious about creating ideas, rather than spending all their time on flirting.

Some designs, in the use of color to strive for bold innovation, it overturned all the basic laws of color, in the visual good will produce quite shocking effect, but we still have to ask, this procedure is necessary? When thinking about color, at the very least let the color show the quality of the work, for example, a poster for the promotion of a new food should try to arouse the audience's appetite by using vivid colours, but if it is only to attract attention and adopt an extremely bold and unconventional color, is this purely bold and bold approach sufficient to be taken? For example, it may be easier to understand the relationship between color and creativity: one of Mr Cai Qiren's works is a wedding invitation, which simply prints a green "hi" word. On the face of it, this wedding invitation, in addition to its color, there is nothing special about it, but it turns out that the groom and the bride are environmentalists, so green means a lot to them. But in the end, when the guests opened the post, they found that the groom and the bride had a surname of yellow, a surname blue, and they immediately realized " Green "The meaning of green, it becomes the testimony of the combination of two people, Green in the design of the use of extremely clever, meaningful and far-reaching.

"Bold innovation" and "non-standard" between the different, sometimes quite difficult to accurately grasp, but Mr Cai Qiren put forward a point is worth pondering, he thought that the designer is not equal to the artist, the artist can be completely perceptual, and designers in the perceptual, but need to have rational checks and balances. When the mind is full of imaginative ideas, the artist will ignore worldly vision, to pour out all his creative ideas, because his works only need to be responsible to his art world, but designers can not be divorced from the objective environment, he will consider whether the design is really feasible, whether the promotion of goods, it will bring about the impact of the community and so on. "New" and "derailed" this demarcation line how to row, must the designer to decide.

Color sentiment

Since the advent of computer graphics software, the computer has become the designer's most loyal combat partner. Looking at the designer's hands on the keyboard fast jump, computer monitors on the design of the moment changes, colors are Chen, the scene is very good-looking. It is no doubt that the computer makes the design work more convenient, the designer can quickly put the idea of the things in mind specific, easy to make a lot of effects, the designer can play a corresponding increase in space. However, in the popularization of computer applications at the same time, we can not deny the fact that the design of the human nature part of the less and more computers accounted for more and more, the work seems to lack a little emotion, lack of sentiment.

Mr. Cai Qiren agreed that the computer is a good helper of the designer, it can record data, convenient, accurate, the next time the printing of evidence-based, not easy to make mistakes. However, he also admits that some designers are too dependent on computers to design for their clients, and do not want to change the color of the computer to one another, and find a satisfactory one. Strictly speaking, these are not designers, they completely ignore the design of the most important part of the mind of the brain. Yes, the computer can make the image beautifully, but in the final analysis, it is only the information itself, again presented. If the so-called designers, just in a large pile of information in the left pick right, and then East collage pasted into a thing, then what design can say? This yellow, that green, in the end why should put here? What is to be expressed? There is no one to ignore. These colours do not breathe, nor can they resonate with the audience.

The designers are too dependent on the computer, after all, and they lazy to create. People's brains are much more valuable than computers, people have creative, have feelings, computer information has done, people's creativity Unlimited. Designers by thinking, the color and his idea of the combination, so that the design of color is truly changeable, swaying and colorful. Mr. Cai Qiren that the output from the human brain design, more humane, with the cold computer design, with more intense emotion, color distribution strong sentiment, easy to affect the audience feelings. However, after all, the computer is designed as one of the auxiliary tools, designers should make good use of the various advantages of the computer, to practice their design ideas, so that the work more sentiment and highlight the personal style, and should not let themselves only in the computer's color database spinning.

Understanding Color

Color three attribute hue (Hue): abbreviated H, the character of color, is the necessary name to distinguish color, such as red, orange, yellow, green, green, blue, purple and so on. Hue and color is not related to the intensity and intensity, but purely to represent the differences in color appearance.

Lightness (Value): Abbreviated V, which indicates the intensity of the color, is also the light and shade degree. Different colors, the amount of light reflected varies, resulting in varying degrees of shading.

Color degree (chroma): abbreviated C, the purity of the color, that is, the saturation of the color. Specifically, it indicates whether a color contains white or black ingredients. If a color does not contain white or black ingredients, is "pure color", the highest color, if the more white or black ingredients, its color will gradually decline.

The colors we see in the two primary colors are made up of three shades or three colors, and they are not able to separate out other color components, so they are called three primary colors.

The three primary colors of optics are red, green and blue. By mixing the three colours, you can draw white light. such as neon, it emits the light itself with color, can directly stimulate the human visual nerves and let people feel color, our TV screen and computer monitors to see the color, are composed of RGB.

The three primary colors of the object were cyan (cyan), magenta (magenta red) and yellow (yellow). Three hue mix, will draw black. Objects are not like neon lights, they can distribute the shade, it depends on the light irradiation, and then reflect some light to stimulate the visual, so that people have the feeling of color. CMY three-color mixing, although you can get black, but this black is not pure, so the printing should be additional black, four colors together.

Color design and printing

The relationship between color and printing is extremely intimate, but unfortunately designers often forget about printing. Designers and print chefs are a pair of joy enemy, and their "sparks" scene is commonplace. Designers consider all aspects of the factors, thousand pick selected several colors, but it happened to print when the expected effect, printing master secretly complained that the designer, regardless of the design is feasible. Mr. Cai Qiren had a deep understanding of this, and he felt that a designer must know more about printing. Many designers, especially the new entrants, do not understand the printing process, so there are some avoidable errors when they go to press.

Usually the most problematic is the printed color of printed matter, the effect is not as the designer's mind. There are many reasons for this failure, and one of the reasons is probably related to printing materials and printing methods. The same ink with different materials, different thickness of the paper printing, the color effect is certainly different; even if the material is the same, but different printing methods to print, the thickness of the ink will be different, for example, offset printing than flexo printing ink thinner, the impact of the brightness of the color is not the same. An experienced designer, prior to the characteristics of the substrate, ink use and printing methods and other aspects of consideration, design as far as possible with the objective conditions; On the other hand, designers should also communicate with the printing master, mutual understanding, to minimize the degree of error.

Mr Cai Qiren believes that the color of the appeal is quite large, the world does not matter whether good-looking color or not good-looking color, only care about how the designers use. Summing up his years of experience, designers should use a new concept to express the characteristics of color, design and combination of other people to bring fresh feeling, guide the audience to further explore the meaning of color back. On the other hand, most of the design is for the promotion of merchandise services, so designers want to customers, consider what can be used resources, customers are prepared to invest in this design, of course, the most important thing is this color can increase the attractiveness of the merchandise. The invisible hand of nature shows us a colourful world, with its ever-changing colors being fascinated; Similarly, a successful color design, it has the vitality, can infect the audience mood. Designers on the use of color more in-depth understanding and research, will be able to design more exciting works.

Acknowledgement: Mr. Cai Qiren

Dealing with Color

A recent creation by Mr. Cai Qiren, is a bridge is located in Wan Chai, Mr. Cai revealed that this creation, the first collection of more than 21,000 fingerprints, and then mobilize more than 2000 people are obligated to participate, spent three days to different colors, printed with fingerprints stickers on the bridge on a column. In choosing Color, Mr. Cai first takes into account that the work is to express the Wanzhai District of the people, the daily life of the residents, so he used the color, must tie in with this prerequisite, the result he shared 34 kinds of colors, forming 50 different pictures. The picture on the overpass is colourful, let a person feel the vigor of Wanzhai. However, planning these 34 colors in advance, seriously injured Mr. Cai's brain.