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Philosophical Thinking on color

the industry is booming, colorful and gorgeous, adding to the colorful world and human life. One, first of all, is color. Successful color design is often preemptive, making people stop and intoxicated, and arousing consumers' strong desire to buy

under the new situation of building a harmonious society and accelerating the construction of socialist spiritual civilization, it is necessary to further explore the characteristics and laws of color design in order to meet the aesthetic psychological needs of consumers for novelty, novelty and change. It is necessary to update the design concept and deal with the relationship between good people and environmental factors from the perspective of the large system of people, society and nature; We should also deal with many contradictory factors such as color and materials, technology, form, culture, aesthetic orientation, market, cost, etc., so as to achieve coordination and unity, so as to put on a beautiful coat that is newer, more beautiful, more cultural grade and human nature

design concept and color harmony

are becoming more and more important in modern life, carrying the intermediary role of the interaction between people, people and society, people and nature. The philosophy of Chinese Confucianism emphasizes that man is a part of nature, that heaven and man are interlinked, and that man should integrate into nature, learn from nature, appreciate nature, and care for nature; It also emphasizes the golden mean, peace is precious, and people should live in harmony to jointly realize the harmonious and stable development of human society. Harmony with people and nature should become the basic design concept of color design. There are still many unsatisfactory aspects in current color design. Some of the themes are unclear, although the colors are dazzling, but people don't know what to say; Some are ambiguous, ambiguous in color, embarrassing and uncomfortable, causing uneasiness or unhappiness. Do not disassemble the machine; Some lack emotion, the color is superficial and indifferent, and seems to refuse people thousands of miles away. Some use colors improperly, are old-fashioned and conservative, and lack novelty and attraction, and so on. Color design without ideas and emotions, no matter how high or good the technique, can only be a beautiful shell without life and soul. It's a passing experience for consumers, and it's not worth remembering. The successful design perfectly integrates the design concept and color, gives people a visual psychological balance, and makes people enjoy the visual beauty. Consumers will never forget and linger for a long time. Through the expression of exterior color, we can see the designer's inner world, see the functional quality, and appreciate its cultural connotation. Understand what the designer explains and what should be highlighted

popular color and personalization

popular color is a relatively complex knowledge, which involves not only the law of color itself, but also aesthetics, optics, technology, folklore, religion, merchandising, marketing and other aspects. In the 1960s, the "international fashion color committee" was established in Paris to study this issue. China also established the "China Fashion Color Association" in the early 1980s and became a member of the "international fashion color committee". From then on, the international popular pornographic newspapers can be quickly and reliably provided to domestic member enterprises. Popular colors have an unparalleled charm on the design, production and sales of products

popular colors play a role in guiding consumers' aesthetic concepts and consumer psychology and improving the competitiveness of commodities. In color design, we need to follow the crowd to meet the color psychology of a considerable number of consumers. Following popular colors is the first thing to be fully considered. However, in many cases, driven by commercial interests, commercial investors and designers jointly promote certain colors and widely use media hype. Therefore, there is a kind of popular color material. Its pasting process adopts special mortar to paste on the wall, which is subjective, and there is a certain gap with the aesthetic psychology of consumers. According to the survey of relevant researchers, there are still a few consumers who really actively follow popular colors, and a considerable number of consumers will gradually accept it after a period of time. In addition, about a quarter of consumers are indifferent to fashion colors or even take a refusal attitude due to age, occupation, ideology, economic conditions and other reasons. Therefore, we should not blindly follow the trend of popular colors in color design, blindly imitate, and be eager for quick success and instant benefits in order to pursue commercial profits, resulting in hasty and hasty color design and lack of novelty. The informatization, networking, diversification of value orientation and commercialization of modern society form a fickle cultural atmosphere, and the fashion color is changeable and unpredictable. But in the final analysis, popular colors are still restricted by the times, sociality, nationality, seasonality and their own evolution regularity. Designers should strengthen the research in this area and grasp its changing characteristics and laws. On the one hand, adhere to their own personal style in color design, and naturally integrate popular colors into their own design; On the other hand, we should adhere to targeted design and highlight personalization while being fashionable. So that those consumers who have different perceptions of color due to different culture, education, belief, occupation and gender can get their favorite color

cultural tradition and anti tradition

color itself has a strong expressive force. With the help of images and words, it has a noticeable influence on people's mind and spirit. Through long-term life practice, people have the perception and discrimination of color, understand the symbolic significance and emotional implication of color, and form a habitual aesthetic psychology of color

Chinese traditional culture divides colors into cold and warm, light and heavy, gorgeous and plain, positive and negative and other different categories. The color is endowed with many symbolic meanings, such as red, which indicates enthusiasm and unrestrained, and symbolizes festivity, happiness and vitality. Sometimes it also symbolizes danger and gives people a warning; Yellow is a color related to emperors, symbolizing the dignity of kingship; Green is the color of natural vegetation, which represents life and growth, and symbolizes peace and security; Purple, indicating rank, symbolizes nobility, elegance, mystery and magnificence; White means pure and white, symbolizing auspiciousness, holiness, and so on. There are also many excellent traditions in color techniques, such as the use of black-and-white contrast in ink painting and the variation of ink color. In addition, the precursor materials of 3-yuan batteries also show an increasing trend due to the rising prices of nickel, cobalt, manganese and other resources, showing the ever-changing colors of all things in nature. In murals, a large number of bright colors such as red, yellow and purple with high purity, high visibility and great stimulation are used to create a magnificent, noble and solemn atmosphere. It is undoubtedly beneficial to improve the level of modern design to absorb nutrition from the tradition of using color in China. The two logo designs of the national flag and the national emblem of China use the traditional Chinese red and golden yellow in color, and they are reasonably alternated with each other, supporting each other, successfully showing the magnificent colors of the country and the characteristics of Chinese culture and art, and becoming a model of color design. Learning tradition should make the past serve the present and bring forth the new. Traditional colors should also be prevented from being excessive in practical application. The key is to make traditional colors have new vitality, bring fresh feeling and thick cultural heritage, and accurately convey the emotional information of designers. When necessary, you can also carry out some anti-traditional color design, bold innovation, innovation, and sometimes receive refreshing and enlightening effects. However, this breakthrough cannot be divorced from the characteristics of the times and nationality, otherwise, it will backfire and be on the verge of success

color expressiveness and rationality

the color faced by consumers generates feelings by virtue of memory, association, imagination and insight. Due to the different gender, age, personal aesthetic taste and living environment of consumers, they will also have different feelings for the same color. Therefore, color design must master the color psychology of different consumer groups, unlock the color code that communicates with consumers, and fully display the expressiveness of color according to its own design concept. Artists can sometimes use color completely by sensibility when using color creation, and color designers are different from artists. In addition to sensibility, they should also be rational and use rational checks and balances. We should always consider the relationship between color and function, consumers' aesthetic taste, cultural tradition, modeling, etc. The functional characteristics of color should be highlighted, so that consumers naturally associate its performance when they see color; It should be suitable for consumers' aesthetic psychology and color feelings, including both the common feelings for some colors and the specific feelings for some colors; We cannot abandon cultural traditions and go our own way; With different shapes, its blank, virtual and solid, texture, level, etc. are also different. There are differences in light receiving conditions, and the effect of color is also different. We must deal with the dialectical and unified relationship between color and shape. Due to its small size, the use of color will be limited. Therefore, we must pay great attention to the collocation, layout, contrast and harmony of colors, and colors should have a sense of rhythm. There should be movement in stillness and balance in dynamics. Be good at finding emotional resonance from the feeling of color, and rely on the rich expressiveness of color to realize the integrity and harmony of color. But if there is damage once

Author: Zuo guogang, Cai Zhennan (Beijing MoMA industrial design

source: Chinese Art Bar

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