Sui kui yin

Abstract： As one of the visual elements， color plays an important role in graphic design. It is not only an artistic language， but also a kind of information. It can serve as a bridge of communication and convey rich emotions to people. By analyzing the importance of color in graphic design， this paper expounds how to apply color matching and how to express its effect in different theme design works.

Key：words;graphic;design;color;collocation

Design is not an independent subject， but the result of interdisciplinary. Color is closely related to physics， aesthetics， psychology and other disciplines. The creation of graphic design works can not be separated from the research of design psychology. The rational use of color collocation can produce strong visual impact and make the audience feel the overall artistic effect of the works. In modern graphic design， on the one hand， designers should use the symbolic expression of color to express the design theme， on the other hand， they should focus on how to use the combination of color to create an artistic effect suitable for expressing the design theme.

The process of people's perception of color is from physics to physiology and finally to psychology. It is a complex psychological process of objective understanding of the interaction between things and subjective perception. According to the psychological characteristics of the audience， the general medical and health products advertising themes mostly use white， blue， green tones， the overall effect gives a sense of safety and reassurance; children's advertising themes mostly use bright， bright colors， the overall effect reflects a lively and lovely feeling; women's cosmetics advertising themes mostly use pink， purple and other tones， the overall effect can be obvious. Show young， noble feeling; food advertising themes mostly use bright orange， red， yellow and other tones， emphasizing food delicacy， nutrition and so on.

There are many kinds of colour， and the differences among them are also great， but we can form different effects according to the brightness， purity， hue phase and the difference between cold and warm of each colour as a whole. The proportion of each part is different， the composition is different， we will get different answers， which is also the unique color.

Colour harmony refers to two or more colour， organized in an orderly， coordinated and harmonious way， which makes people feel happy. There are two purposes of color harmony： one is to adjust the color with strong or weak contrast to form a harmonious and unified whole; the other is to achieve the aesthetic color relationship in the organization of color freedom. In graphic design， when two colors give people uncomfortable feeling， we should use the relationship of color harmony and contrast to deal with the picture. By processing， the picture can achieve a harmonious effect， so that the picture not only color harmony， but also impressive， comfortable and natural.

We can refine the color according to different hues， brightness and purity， which is very important in graphic design. Only by skillfully understanding the hue of color， can we make the meaning of the design for different design subjects， and make full use of the color to express the design. High brightness color means fast rhythm， pleasure， excitement， liveliness， cheerfulness and other psychological emotions. Conversely， low brightness color represents the image of sadness， sadness， depression and profundity. First of all， a graphic design should start from its theme emotions and determine a correct tone brightness as the basic direction. Purity enriches the design， enriches the content more naturally， and does not appear to be single.

Color is the best language for designers. It expresses the intention of design with its unique communication ability. The beauty of color is unique and indispensable. It can also infect people and stimulate emotions. Therefore， the rational use of color collocation for graphic design is an irreplaceable form of expression.

In graphic design， the designer should define the theme of the work when designing the work， and then conceive the content related to the theme to determine the tone of the work. As far as color is concerned， the main tone of the work should be determined first， and then the color similar to the main tone should be matched.

Color is very important in Web design. "Color is a silent salesman." In order to make products sell well， many businesses often look for bright spots in the color of product packaging to attract the audience's attention. The same is true of web design. When a user opens a web page， the audience's eyes will neither fall on the content of the page nor on the typesetting of the page design， but will be attracted by the overall effect of the page caused by the color. The use and collocation of colors to a certain extent determine the success of web design， because color can show strong visual impact， thus attracting the audience's eyes， leaving a deep impression.Reasonable collocation of colors can not only attract the audience's attention， but also leave a deep impression in the hearts of the audience.Designers can use color to reflect the design concept of the work， highlighting the theme of the work.Therefore， in the process of designing works， we should always consider the collocation of colors and excavate the value of colors in depth.