- 设计师的海报招贴色彩搭配手册
- 齐琦
- 1350字
- 2021-03-31 08:49:08
1.2 海报招贴设计的构成元素
海报招贴设计的构成元素有色彩、构图、文字和创意等,在制作海报招贴设计时,力求造型精巧、图案新颖、色彩明朗、文字鲜明,这样才能制作出极具特色的海报招贴设计。
特点
■色彩:能够美化海报形象,使海报得以突出。
■构图:体现一种疏密协调,节奏分明,有张有弛,同时又能突出主题。
■文字:主要是传达信息与思想感情的交流。
■创意:创意新颖,记忆深刻。
![](https://epubservercos.yuewen.com/B5324C/16499866505998006/epubprivate/OEBPS/Images/Figure-P12_8529.jpg?sign=1734377037-dp2sQWraJK6utKcK0mSiEeWavReIMq93-0-7c1699f059acd311efe77abeaebe5d66)
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![](https://epubservercos.yuewen.com/B5324C/16499866505998006/epubprivate/OEBPS/Images/Figure-P12_8531.jpg?sign=1734377037-mcxPljKpq2hGwvhxfIiLhzFw59dLFDt6-0-a0d001a74e9fecc374c19850d23e9b49)
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1.2.1 色彩
色彩是海报招贴设计中最重要的元素之一。运用不同的色彩,让观者产生不同的视觉感受和心理联想。优秀的色彩搭配能够让作品产生亲切感、吸引力、信任感、购买欲。
色彩搭配,一方面选择易于记忆辨认的色相为主色调(如红、绿、橙、蓝)或以单纯的色彩组合来表现海报的特定品质和个性风格。另一方面,通过鲜明的色彩产生强烈的视觉冲击力,引起人们的注意,以达到宣传效果。
常见的海报色彩如下。
■食品类海报常选用鲜艳的颜色,强调出美味感(红色、橙色、黄色、绿色)。
![](https://epubservercos.yuewen.com/B5324C/16499866505998006/epubprivate/OEBPS/Images/Figure-P13_13792.jpg?sign=1734377037-39Z4ZY0qFePj1oJMNxomoMaybRp9C6ku-0-47b38c0697b45cdf1dc75dd81bf6afa1)
![](https://epubservercos.yuewen.com/B5324C/16499866505998006/epubprivate/OEBPS/Images/Figure-P13_13793.jpg?sign=1734377037-482rlVJdgMLCaGpP9Xd1zSFmFjnCRkZK-0-a12df5a40863c93a7f0d784c0b8aedac)
![](https://epubservercos.yuewen.com/B5324C/16499866505998006/epubprivate/OEBPS/Images/Figure-P13_13794.jpg?sign=1734377037-krC3gwEjHVtJ73rpxvWVFv0s9nrxNgFU-0-15e197071989a9832b2045fcc9f2093c)
■电子产品类海报常选用理性的颜色,强调出科技感(蓝色、青色、绿色、紫色)。
![](https://epubservercos.yuewen.com/B5324C/16499866505998006/epubprivate/OEBPS/Images/Figure-P13_13797.jpg?sign=1734377037-8YWUBMTuY2CdD41TtRI2y8wgO22bGGJk-0-42c0bf5f0a0777de5fcb76c0e95e05a3)
![](https://epubservercos.yuewen.com/B5324C/16499866505998006/epubprivate/OEBPS/Images/Figure-P13_13798.jpg?sign=1734377037-ErDTzVCkoxcEGJXmHJcGpBwQkxjqDSM8-0-fd3ba51e6409726248d5fbaed1d03640)
![](https://epubservercos.yuewen.com/B5324C/16499866505998006/epubprivate/OEBPS/Images/Figure-P13_13799.jpg?sign=1734377037-LL5Bjjv7Sf0toBTczAi6d9ca3y6DtwB2-0-3d89c297e880c658e4263c01db754cb7)
■房地产类海报常选用自然的颜色,强调出环保感(绿色、蓝色、红色)。
![](https://epubservercos.yuewen.com/B5324C/16499866505998006/epubprivate/OEBPS/Images/Figure-P14_19077.jpg?sign=1734377037-tvgu8FRIhaAZg4FdXsWwrTThrOZRa7WR-0-0adf68fdec5cdd39f71227abfa354706)
![](https://epubservercos.yuewen.com/B5324C/16499866505998006/epubprivate/OEBPS/Images/Figure-P14_19078.jpg?sign=1734377037-fx7X8PQ8lLC1om62lM4njpVgSyatPrKB-0-4bb5a62304db3027b90efa0a9f993e9f)
![](https://epubservercos.yuewen.com/B5324C/16499866505998006/epubprivate/OEBPS/Images/Figure-P14_19079.jpg?sign=1734377037-gRImTmVVwVlT9RHJUcaMIV5HqxeXFs4T-0-ee29ef608aa2b1fba17e0cb00388d8d2)
■化妆品类海报常选用柔和性的色彩(桃红、粉红、绿色)。
![](https://epubservercos.yuewen.com/B5324C/16499866505998006/epubprivate/OEBPS/Images/Figure-P14_19082.jpg?sign=1734377037-1GqIy0XuCOg6F6eBJoFVBSa4TBl7Mpfw-0-bfc9cec529028f43a0006a318d501c2f)
![](https://epubservercos.yuewen.com/B5324C/16499866505998006/epubprivate/OEBPS/Images/Figure-P14_19083.jpg?sign=1734377037-F6es8cXMLXIiw0CHSjCk04Hp8vkBVeY8-0-5405b459fe111536fc6ce1b97b5aa551)
![](https://epubservercos.yuewen.com/B5324C/16499866505998006/epubprivate/OEBPS/Images/Figure-P14_19084.jpg?sign=1734377037-7H2f7Z3MSPLLD0L272FcGCx6uf8MPxZY-0-539a84e1376cc769e84446dba7914ffd)
■服饰类海报常选用鲜艳的色彩(橙色、蓝色、黄色、绿色)。
![](https://epubservercos.yuewen.com/B5324C/16499866505998006/epubprivate/OEBPS/Images/Figure-P14_19087.jpg?sign=1734377037-DVU3xiyEUjOmie6E0tmz8RME8WAHjtUx-0-1a2b2bd356a05ab1d868bfe6887addfd)
![](https://epubservercos.yuewen.com/B5324C/16499866505998006/epubprivate/OEBPS/Images/Figure-P14_19088.jpg?sign=1734377037-a1r4pYZJUdQjthcAAhohU8mWEO83Ycgx-0-e9b985afb8d618772ec1bd7b84e0a1ca)
![](https://epubservercos.yuewen.com/B5324C/16499866505998006/epubprivate/OEBPS/Images/Figure-P14_19089.jpg?sign=1734377037-x1DcbIFZ9Bcy41aOVHZnKcCb7ucbfzBz-0-9fb497aa30a6e82b4c012b0faf2d9436)
■文化娱乐类海报常选用活力的色彩(红色、橙色、青色、紫色)。
![](https://epubservercos.yuewen.com/B5324C/16499866505998006/epubprivate/OEBPS/Images/Figure-P15_19542.jpg?sign=1734377037-cKJ8HolqbHdfao8xhle35m89Avxp77gZ-0-eb4357f44e77a3632d40870438efb48c)
![](https://epubservercos.yuewen.com/B5324C/16499866505998006/epubprivate/OEBPS/Images/Figure-P15_19543.jpg?sign=1734377037-ErAjYsbzvgn5f9D58hagGgYToy9oldd1-0-ec804ac796fee9cdcc755e89f0538b4a)
![](https://epubservercos.yuewen.com/B5324C/16499866505998006/epubprivate/OEBPS/Images/Figure-P15_19544.jpg?sign=1734377037-yxGUwbLdVdzZWA3SCBduhinXD2QPUCW1-0-fb303fa6017c050d07650035ffb135b5)
1.2.2 构图
海报招贴设计的构图决定了海报设计的核心,是整体设计思路的体现。也就是说,通过合理的构图设计,可以引导消费者观看海报的视觉重心位置。
海报设计要掌握的构图技巧
1.构图技巧的疏密对比
这种对比是指图案中该集中的地方就需有扩散的陪衬,不宜都集中或都扩散,体现出一种疏密协调,节奏分明感,同时也不失主题突出。
![](https://epubservercos.yuewen.com/B5324C/16499866505998006/epubprivate/OEBPS/Images/Figure-P15_19549.jpg?sign=1734377037-SOTbT2rUTYsxWlHRXzlTtHztbDvhLFr3-0-9c53e678a942b13874c00ceab5402c03)
![](https://epubservercos.yuewen.com/B5324C/16499866505998006/epubprivate/OEBPS/Images/Figure-P15_19550.jpg?sign=1734377037-ZJsX59OPK0fheyLl8gKoAtg1stWzz6em-0-262b74e1ef214ae6ed9f43899678d54a)
![](https://epubservercos.yuewen.com/B5324C/16499866505998006/epubprivate/OEBPS/Images/Figure-P15_19551.jpg?sign=1734377037-Njc0mhflxkgFBkuhmAwGIk4QX4Qfu6wM-0-342dfe41d1920052259cf31b5f97ce36)
2.构图技巧的静动对比
在海报背景或周边表现出动感的飘带形的英文或图案等,而大背景则轻淡平静,这种画面便是静和动的对比。这种对比,避免了整个画面的花哨或太过死板,符合人们的正常审美心理。
![](https://epubservercos.yuewen.com/B5324C/16499866505998006/epubprivate/OEBPS/Images/Figure-P16_19996.jpg?sign=1734377037-3Hnf4BR51qov7hYsEDm2CjTVM0tAsB0l-0-c48efb3b5821c7761535c1cc9c2c6251)
![](https://epubservercos.yuewen.com/B5324C/16499866505998006/epubprivate/OEBPS/Images/Figure-P16_19997.jpg?sign=1734377037-zIjewd6l2Nm79rZqOzMw4QBqjkVBxErv-0-8a2081e96c595fd0d2b9c1c90dafe00f)
![](https://epubservercos.yuewen.com/B5324C/16499866505998006/epubprivate/OEBPS/Images/Figure-P16_19998.jpg?sign=1734377037-ZfnbxpgqvFSGy28i6TlU66hQym4TbklW-0-07ff308b5d5d2de908c6ea8e9c7f867d)
3.构图技巧的古今对比
这种对比在海报设计构图上的表现为,常常把纹饰、书法、人物或图案用在当前的海报上,这样使得画面构图重心明确、作品完整性较好。
![](https://epubservercos.yuewen.com/B5324C/16499866505998006/epubprivate/OEBPS/Images/Figure-P16_20001.jpg?sign=1734377037-aZyU1o1sRkWMH9v7h4A7oKNcVVzsSsMK-0-e48e0a7bebd69a3b43d3572484f6bf9d)
![](https://epubservercos.yuewen.com/B5324C/16499866505998006/epubprivate/OEBPS/Images/Figure-P16_20002.jpg?sign=1734377037-vkoEggR9ZOFukqzGDvLCW0rlOWBrxYVw-0-9a0dc9187aa96dbfa5d2a762c040fe43)
1.2.3 文字
文字是海报中不可缺少的构成要素,通常文字会配合图形要素来实现海报主题的创意,具有引起注意、传播信息、说明对象的作用。而且,文字在海报设计中有升华主题和解释说明的作用,一般分为手写体和印刷体两种。手写体会为画面增添更多的趣味性,印刷体则使画面整体带给受众一种更加规范的感受。
1.手写体
手写体在海报招贴设计中的应用会增强画面整体的视觉冲击力,使画面更加生动、活泼。
![](https://epubservercos.yuewen.com/B5324C/16499866505998006/epubprivate/OEBPS/Images/Figure-P17_20454.jpg?sign=1734377037-VWzMLyOCZvesSaNZn2DZEAlbQ8vCiO5h-0-fadd6cd47e37addcbad9e3f1c0dc9477)
![](https://epubservercos.yuewen.com/B5324C/16499866505998006/epubprivate/OEBPS/Images/Figure-P17_20455.jpg?sign=1734377037-hIF4obUMNAqrUAn8cqjzVwu2BOwN3tMc-0-d318ba1edf4d36d961410403e928b5cd)
![](https://epubservercos.yuewen.com/B5324C/16499866505998006/epubprivate/OEBPS/Images/Figure-P17_20456.jpg?sign=1734377037-JrzTgBlvSJ5alejrup9IH4vKXcsRMJFM-0-797e0e36f478d9ae85eac516b6af5b21)
2.印刷体
在海报招贴设计中,印刷体的应用可以准确地表现出海报的主题,与画面的内容相互呼应,印刷体的字体简单干净,在画面中十分醒目。
![](https://epubservercos.yuewen.com/B5324C/16499866505998006/epubprivate/OEBPS/Images/Figure-P17_20459.jpg?sign=1734377037-IBpMVFR3e5qCO0odg6oNVe5n3XWNErXd-0-bdc2b61c7e1c341afc52dcd84b789d1a)
![](https://epubservercos.yuewen.com/B5324C/16499866505998006/epubprivate/OEBPS/Images/Figure-P17_20460.jpg?sign=1734377037-IvWiw57dmPXteQziCGhrCTyxveFVteuT-0-699ab405b8d6b6dffa7a43f16d53d1f8)
![](https://epubservercos.yuewen.com/B5324C/16499866505998006/epubprivate/OEBPS/Images/Figure-P17_20461.jpg?sign=1734377037-HVWi3VhZ2mS0x2WFfH0TUrAlYdW8CNyz-0-0dd5c295745518dd202ef952ad80fc07)
1.2.4 创意
海报首先是以创意取胜的,色彩、构图、文字都是为创意服务的。每张海报都有一个主题,在设计海报之初就要了解这个海报的主题是什么,并根据这个主题进行分析,在其元素、色彩、版式等方面,进行设计。
![](https://epubservercos.yuewen.com/B5324C/16499866505998006/epubprivate/OEBPS/Images/Figure-P18_20909.jpg?sign=1734377037-mDPfTNxDsVvCuokagmyxvI2gOet9uYBf-0-7ecf1fe342d56bf0faaf9b63d6a56ab0)
![](https://epubservercos.yuewen.com/B5324C/16499866505998006/epubprivate/OEBPS/Images/Figure-P18_20910.jpg?sign=1734377037-SLpNdtGMP1uXv8SE2p1htabUSI8c5NPL-0-584b4340e822d59c03de93554b17c558)
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海报招贴设计的创意是怎么来的
创意要根据个人的天赋来定,有时人们对于海报设计确实有着一定的天赋,头脑里面有较多的想法,就能够设计出比较有创意的海报。
![](https://epubservercos.yuewen.com/B5324C/16499866505998006/epubprivate/OEBPS/Images/Figure-P18_20914.jpg?sign=1734377037-UmHgXQD2jP41Md7QxofCsY1Qh3OpEO4s-0-f99f4900025cd661fa6f909e8812fc6c)
![](https://epubservercos.yuewen.com/B5324C/16499866505998006/epubprivate/OEBPS/Images/Figure-P18_20915.jpg?sign=1734377037-VUlRkm7k1tRUEN683f1MND0wPPNcGuV6-0-1bbfc2d6aaa20683f6abb301506aac52)
![](https://epubservercos.yuewen.com/B5324C/16499866505998006/epubprivate/OEBPS/Images/Figure-P18_20916.jpg?sign=1734377037-KdjvntUTSjah6Rx6b9QSKoAFByqn8V4z-0-1593b6ff4602ba38d218b513d56eb34e)
参考同类型产品、不同品牌的海报设计,也能够带给人们一定的灵感,可以起到一定的引导作用,同时也能够让自己知道该怎样去做创意海报设计。
![](https://epubservercos.yuewen.com/B5324C/16499866505998006/epubprivate/OEBPS/Images/Figure-P19_21355.jpg?sign=1734377037-FvR3B7RPXKRnT2AIFu677T7KeqQ7Q3Qk-0-74513fb841ce995f9a8c19c8634b5906)
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