Innovative Studies On The Color In New Media Outdoor Ads

In today's world,with the constant changing of techniques and intelligent equipment,outdoor advertisement is undergoing a tremendous change in this form.Now,new medium for has speeded up its development into intellectualization and humanization,giving birth to a series of new medium outdoor advertisement in various types.The expressive power of colors in new medium outdoor advertisement,therefore,has been emphasized by more designers.Undeniably,we are surrounded with more various ways of information communication and flooded by waves of information.A result of this is that much of advertisement has been overwhelmed by huge amount of information before capturing our attention.Moreover,people nowadays are more easily distracted and thus more attracted to experiential economy.In the swift current of development,the innovation of advertising medium form and the clarity of advertisement color are playing unneglectable role in the development new medium outdoor advertisement.In the new communication environment,what differences occur to outdoor advertisement here and abroad? What role do colors play? What are the characteristics of new medium outdoor advertisement? Where in outdoor advertisement does its significance show? What application invention can it make to different audience and areas? These question are what catches the attention of current researchers and the research category of my paper.We propose in this paper that the applicationof color innovation in new medium outdoor advertisement should follow the principles of artistry,unity and animacy.Based on these basic rules,the author summarizes the innovation process in color usage and expression method in nowadays new medium outdoor advertisement.It can be capsulized into the three following perspectives.Beginning with the physical,biological and artistic perspective,color usage should be centered on visual expression,easily seen and understood.Visual rules and format beauty principles should be applicated.Next,from the perspective of marketing,color usage innovation should be oriented toward the advertisement theme.It should both highlight product features and accommodate to brand tonality.At last,from psychological perspective,guided by the psychology of color perception,color usage invention should utilize the symbolic meaning of color association,to immerse the audience in the scene.Meanwhile,feedback of emotional experience of the audience should be collected and handed to designers to reach the optimal effect of commercial information communication.