The Study On The Color Value Of Brand Communication

Is a world in which human beings are surrounded by colors of the world, the human perception of color is the world's most common and effective way. In people's daily life, color in its own unique character and special cultural semantics all the time impact on people's emotions, feelings, mental state and mental activities, etc.; in brand communication process, the role of color is important, it is a competitive market can not be ignored, can produce mysterious and powerful forces of communication, affecting consumer desire to buy, build and enhance the brand image, creating the difference between the brand and the brand, the brand have a strong role landscaping products to meet the increasing consumer demand for more aesthetic. In this paper, branding, color science, color psychology, art, aesthetics, communication, consumer psychology and marketing, and other related examples of color theory and the cultural connotations, especially in the role of brand communication process, value, related factors and color performance of specific procedures analyzed and explained.In this paper, the following three aspects of brand communication in the color value:Firstly, to explore color theory, color, respectively, the basic semantics of discourse, common cultural connotation of color, color psychology interpretation. Discusses in detail the red, yellow, green, blue, purple, white and black and other colors of several common cultural semantics, and color in the role of psychology and development. Secondly, the paper brand and its connotation of the concept of brand communication, brand communication process detailed analysis of the major role in color and fashion colors, common colors, and brand the application of color. Finally, the analysis of brand communication in the principles of color design, influencing factors and the basic process and the aesthetic value of the color.This article attempts to color as a visual element of the general and special marketing value in the brand communication in a preliminary system analysis. Color is a special visual element in marketing can not be ignored on the competitiveness of enterprises in market competition is a powerful magic, great colors reflect the value of the market economy; the same time, the aesthetic value of color as consumers are Aesthetic consciousness and aesthetic improvement of the increasing demand, the color of the aesthetic value and economic value as a new form of value co-exist and complement each other and showing the economic value, complement the new value system.