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Trademark design knowledge collection

Chapter 6 color and standardized production of trademark signs

section 1 color of trademark signs

first, color and psychology

the psychological reaction of color in people is manifested in two aspects: perception and emotion. Perception is the indirect perception caused by the action of color on the visual system, such as color contrast, advance and retreat, visual illusion and so on. If the hydraulic universal experimental machine of color is not used in the field of thinking for a long time, it is formed by the concrete and abstract Association of some things caused by the action of color on the visual system, such as cold 6, local asynchronous chain or worm gear transmission, which causes the poor neutral, warm, light and weight of the upper and lower jaws

1. color perception

(1) color contrast

refers to the contrast phenomenon formed by the juxtaposition of more than two colors. A. Hue contrast. If red and green are juxtaposed, the red is redder and the green is greener; Put a piece of purple on the blue background and red background respectively, then the purple on the blue background is red, and the purple on the red background is blue. B. Lightness contrast: put two pieces of the same gray on the black background and white background respectively, then the gray on the black background appears bright and the gray on the white background appears dark. C. Purity comparison: if the bright colors with high purity are put together with the gray colors with low purity, the colors with high purity are brighter and the colors with low purity are darker. D. Contrast between cold and warm: if yellow and blue are placed together, yellow is warmer and blue is colder. E. Area comparison: colors with different area sizes are juxtaposed, with large area color as the main tone, and small area color as the visual center

2) advance and retreat of color

in color, warm colors such as red, shuttle, yellow and so on have a sense of advance, and cool colors such as blue have a sense of retreat; Bright colors have a sense of progress, and dark colors have a sense of retreat; Bright colors have a sense of progress, and gray colors have a sense of retreat

(3) color expansion and contraction white, warm and bright colors have a sense of expansion t expansion; Black, cool and gray have a sense of contraction. If the same part of the black and white blocks with the same size are placed on the gray bottom and the inspectors of the cement plant fix the oil delivery valve of the testing machine at a certain position, the white block will be larger than the black block. The figure of the same size, white background black figure, the figure appears small; The black background is white, and the figure appears large

2. The "emotion" and symbolic meaning of color

(1) warm and cold colors: red, yellow, orange and other colors are warm colors; Blue is a cool color; Green and purple are neutral colors. Neutral colors appear as cool colors in warm colors. They appear as warm colors in cold colors. Warm color is people's Association of colors such as sun and fire; Cool color is people's association with water, sea and sky

(2) exciting color and calm color: warm colors such as red, yellow and orange are exciting colors, and blue is calm colors

(3) the weight of color: bright colors, bright colors appear light, dark colors and gray colors appear heavy

(4) soft, hard and strong color; Bright colors appear hard, and gray colors appear soft; White is soft and black is hard. The intensity of bright colors is high. The intensity of gray colors is weak; Colors are strong, while black, white, gray and other colors are weak

(5) gorgeous and simple colors: bright colors are gorgeous, and gray is simple; Bright colors are gorgeous and dark colors are simple; Warm colors are gorgeous, and cold colors are simple

(6) the movement of color: bright color, bright color, t warm color, with a sense of movement, lively feeling. Data of 1000 samples can be stored: dark color, gray, cold color, with a sense of calm and melancholy

3. Color Association and symbolic meaning

Color Association and symbol is a psychological process. Generally, based on experience, life experience and memory, it rises to an abstract concept through people's Concrete Association. Due to the differences in family, nationality, region, occupation, age, gender and culture, different countries, races and people also have certain differences in the association and symbolic significance of color. For example, the people of yellow, China, India and other countries will associate the sun, moon and hope, which are the exclusive colors of royal and Buddhism. In Islamic countries, yellow reminds people of desert, Gobi and drought. It is a symbol of death. Red reminds people of the sun, lanterns and red flags, thus symbolizing enthusiasm, celebration and revolution; At the same time, red is easy to associate with fire and blood, so it also symbolizes danger, war and terror. White reminds people of snow, wedding dress and church, so it is a symbol of cleanliness, innocence and holiness; But it also reminds people of hospitals and morgues, so it also symbolizes illness and death. Black reminds people of steel and coal, so it symbolizes hardness and strength; At the same time, it reminds people of night and black yarn, and symbolizes mystery and sadness. Of course, human beings also have common associations. For example, green reminds people of green mountains and trees. It symbolizes peace, hope and life. Blue reminds people of water, sky and ocean, and symbolizes silence, remoteness, reason and eternity. Purple reminds people of violets and grapes, symbolizing nobility, simplicity and elegance

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