In a sense, improving modern living standards depends on the ability to sell and induce people to buy more and better items. Industrial production is just taking the first step and continuously developing new products to meet human needs. However, a commodity must be circulated, consumed, and used before it can truly realize its value. Each link restricts each other and promotes each other's ability to directly influence whether the product is overstocked or out of stock; pulling consumer demand stimulates production and more. The sales attempt can be said that visual communication is an important part of its promotion. Visual communication design aims to promote and publicize a product, service, or concept involved, so it must effectively function as follows: it must be visually appealing to produce the desired design effect; it can stimulate reading or attention; The way to convey a message, and continue to play a huge subconscious role after providing this information, triggering people's buying behavior when necessary. Based on the above reasons, color can accomplish this task. For the sake of convenience, we may call this way of controlling visual activity through color as "color vision communication design".
First, draw attention
The first task of design is to grab attention, that is, designers must capture the viewer's interest in a limited time and space. Although the human eye can browse a wide area, the portion of the sight that the focus is focused on in a moment is astonishingly small: it is probably limited to a small area where one arm holds a coin in the long run. People think that it is always clear to see the constant experience of everything. It is actually an illusion caused by the continuous rotation of the eyeballs. It replaces about 4-5 new observation points in an average of one second. Although the color can more or less directly search for perception through the entire field of view, only a word or shape symbol can be clearly read within a limited area of ​​the gaze. The result is that when viewing an advertisement, poster, package, or exhibition, the colors are often the first to catch the eye of the person, followed by the picture, then some symbols, signs, and words. Monochromatic or combined colors can be quickly read. No need to go through translations and feel more distant from shapes, text, or patterns. Multi-colored images are generally expected to be about 40% stimulating and more emotional and interesting than black and white or monochrome; on an assortment of supermarket shelves, The packaging design competes to compete for the attention of the customers. The vivid colors lead to the advance sales effect due to their synesthesia effect, which reduces the sales resistance, especially because the standardization of the modern retail industry has greatly reduced the packaging size, shape and proportion. Diversity, therefore, the color of the product package, together with the background color of the point of sale, can help people to pick a familiar product from a group of similar products.
In general, if we can't find what we are observing within 6 seconds, it is very likely that we can quickly divert attention to pursue another goal. Color can give people an impressed impression. Once the product enters maturity, the competitiveness of the internal technological content will decline, and the quality advantage will continue to be maintained. The buyer must make decisions based on the shape or function, and only the color impression is the most important. Instinctive and subconscious one-time visual choice. The orange-originated primaries are the most obtrusive and easy to generate impulse buying desires. However, the view that high-brightness color combinations have the most visibility is not necessarily correct: strong contrasting color combinations such as yellow and violet, red and blue may be visual They cancel each other out and cause discomfort and rejection. In the color design characterized by differences in brightness, it often presents more attractive visual appearance and readability, just like road signs and traffic signals.
In daylight, color vision is usually the most sensitive to yellow light. This is why yellow appears as the lightest brightest color in the rainbow. The juxtaposition of yellow and black presents the highest visibility, followed by white on a blue background, white on a green background, black on an orange background, black on a yellow background, black on a white background, white on a red background, a red font on a yellow background, and a green on a white background. Crimson text on a light green background. Luminescent or fluorescent paints exhibit higher visibility than ordinary surface colors and are therefore particularly useful in hazardous areas or when issuing life-saving instructions. Such pigments have a type of energy that absorbs invisible ultraviolet light from the sun and slowly releases it in the form of visible light. Capabilities - The reason why they can all sparkle in the night, Phosphor Orange lifesaving facilities and life jackets are particularly clear at dawn and dusk because they provide the highest contrast in the deep blue ocean. In attracting viewers' attention, the color shades that are widely used for commercial and non-commercial purposes are more effective than the surface colors, such as the hotel's signature neon signs and traffic lights.
Second, keep your eyes on
After successfully intercepting the viewer's ever-scanning line of sight, if his stay is too short, then the designer's second goal is to maintain his excitement and interest until he can read all relevant information. Just because of the presence of color can produce visual pleasure: Although size, font, location and paper quality, printing quality is an obvious additional factor, color graphics than black and white graphics to provide more attractive and attractive personality, such as color mailing Advertising can pull 50% of the return rate than colorless leaflets. It is estimated that the packaging design on the shelves of supermarkets needs to capture the customer's attention and must complete the work in 1/25 second; similarly, a color magazine advertisement usually keeps an average of 2 seconds of attention and is so short For a limited time, the simplicity of color and its combination is the law that is absolutely followed in any design. Anatomy of the eye tells us that the light-sensitive internal structure (the retina) has a small central cavity, called the "fovea," and its surface layer is packed with dense groups of visual cells, dedicated to us looking in the sun. Delicate detail capabilities. In order to meet the focus and see the world in all time periods, the fovea has to receive instructions frequently and aim at any neighboring visual interest points. After paying attention to it for a moment, the next question will follow. : How exactly does the eye know where to look next?