Just as people have put color television sets in black and white television, the appearance of color newspapers has immediately become the darling of the newspaper industry. Many newspapers use multiple formats and colorization as the main means of competition in newspapers in the era of reading pictures. With vivid colors and realistic reproduction, the reader's vision can easily be satisfied. From the perspective of painting, the color memory effect is 3.5 times that of black and white. This is why color newspapers are more attractive than black and white newspapers.
However, in view of the domestic color newspaper, many editors easily fall into two misunderstandings in the use of color. First, they are keen on the use of color. The editors list some beautiful colors based on their preferences, smear on the layout, title, header, The texts are colorful, the use of color has no rules, the layout has no center of gravity and no main colors, open the newspapers, readers have a sense of a variety of color fabrics in the department store, visual fatigue can easily; Second, some urban newspapers Editors worried about improper color matching, layout, in addition to the color outside the color will not be used, because of food waste, resulting in expensive printing costs, just a few more than black and white newspaper color photo, which is also contrary to the original intention of doing color newspaper. The brilliant editor never misuses color, it just makes the newspaper's color closer to nature. As Leonardo da Vinci said: "If you want to make beautiful colors side by side and look beautiful, please pay attention to the order of the neon sun." . The color editor's editorial beauty has its unique features and performance techniques.
First, the determination of the main colors of the unified US version
Unification and change are the unchanging themes of the United States and China. Unification is the leading factor in the overall layout. Changes are subordinate, and the monotony and rigidness of the layout are avoided. A newspaper should have its own color tone to reflect the newspaper's media concept, market positioning and unique charm, which will have an impact on the reader's visual psychology.
The overall color trend of the layout should be based on the layout of the layout, style and content of the manuscript, determine the main color, in general, the color of the main color should occupy 60% of the area in the layout color, otherwise it can not hold back the layout, can not be formed "The main theme." On the basis of the main tune, it can also be accompanied by the color of the adjacent color system, giving people a sense of harmony and unity.
The "Beijing Youth Daily", which features "big questions in many sections and large windows with reinforced structures" as its layout, starts from its own positioning and forms a "big block, main tone, and heavy ink" style in its use of colors. The Daily News The 1-16 edition is dominated by blue color; Newsweek 17-24 edition is dominated by brown color; the 25-32 edition of the daily supplementary magazine is mainly green, and a large number of color base white characters are added to the color block. As soon as the reader sees these colors, he will know what the newspaper is. The "information code" is deeply ingrained in the reader's mind. For example, in the fifth edition of the “Beijing Youth Daily†on February 19, 2001, the main color of the layout used the same golden brown color as the color photograph, and the layout used to represent the color blue in the print head and the blank space. The picture shows the golden brown background color. visual impact. Unity is also reflected in the uniform layout of the unit color area and shape on the layout. The “Beijing Youth Daily†section of the layout of the color area is reasonable cutting, the photo color blocks atmosphere and harmonious, to avoid the color patch is too small to make the layout of the visual effect is not Obviously, or more color blocks, resulting in the distribution of large and small color patches, the primary and secondary is unknown, heavy and messy. In terms of shape, the color area of ​​this edition is a regular quadrilateral with a strong sense of color and tile. In contrast, the color version of some newspapers is like a youngster's book. Pursuing a colorful but indispensable way of ignoring the childishness is because the color blocks are cut unreasonably.
The color tone of the newspaper is reflected in a certain color, but it cannot be uniformly defined in a range of tones. It should be based on the tendency of the content to change color, purity, brightness, and combination, to contrast and contrast the internal relationship of the content and form a kind of Both changes and a unified color tone. At the same time, this tone should also be included in the newspaper's CI system to form a unified visual image and promote all visual objects such as business cards, interviews, stationery, vehicles, and even construction objects. The recognizable newspaper overall tone vision system.
Second, the diversity of beauty to play a comparative combination of efficacy
At present, the color printing of newspapers is accomplished through a combination of four films. In addition to cyan, magenta, and yellow, there are blacks. This color printing is called four-color printing, and its mark is CMYK (K stands for black). The four colors can be configured with hundreds of colors, so that the layout of the color variety and appearance, resulting in a powerful visual shock wave, firmly hook the reader's eye.
A layout with only the same color, although the overall unity, but due to the monotony of the human eye stimulation and color fatigue, it will give people a dull, boring feeling. Strong color contrasts appear harsh and dazzling, but if the layout uses complementary tones and can handle the color brightness and purity, area and layout properly, it will produce a bright, bright, and harmonious, rich effect. This is done through the contrast of colors, such as the contrast of warmth and color of the hue, the contrast of complementary colors, the contrast of purity, etc., which form the finishing touch.
Tokyo News, April 29, 2001, introduces the sun's ultraviolet rays in a pass-through format. The main colors use the yellow light of the sun. Based on this, blue and green colors are used as complementary colors to logically intertwin the warm and cold tones. The blue sky, green trees, and the sun are just a picture of scenery that is pleasing to nature. The sky picture of this version is blue, and the characters and text modules are yellow, naturally falling behind the curtains as cool blue, and yellow is very eye-catching. Like the sun, it can make people, titles, and text reports totally natural and harmonious. The same effect is even more outstanding under the artist's pen. In the landscape painting, the sky and clouds of the background tend to show a fluid, distant view with a faint cold tone. The main subject of the picture is often warm, stable and prominent, as if In front of you.
In the art of painting, the contrast of colors is to enrich the atmosphere of the picture and express the feelings through the "color contrast" and "color correspondence" effects of the colors. The so-called "color contrast" and "color correspondence" refer to the phenomenon that the color changes due to the influence of surrounding or adjacent colors, such as gray with a cyan color on a red background and a yellow color on a blue background; the yellow color is similar to the green color It is orange and similar to red, and it is grass green; green and golden and light white can produce elegant and comfortable atmosphere; black or purple can make yellow reach infinite power... This phenomenon is caused by physiological reasons. This is because the red, green, and blue colored fibers in the retina of the human eye become fatigued when stimulated by colored light, react strongly to a certain color, and become unresponsive to other new stimuli. The layout design of the color version not only needs to take into account the color contrast effect of the color portion and the non-color portion, but also takes into consideration the color correspondence effect between the color portion and the color portion, and the rich layout is contrasted.
As the Times published a page in the news of Laden in the past year, a close-up photo of Radeon’s head occupies half of the area of ​​the layout. In the photograph, the white hat worn by bin Laden contrasts sharply with his black beard, making us feel that they are There is an unspeakable resonance between the two. Both white and black express the fear and sorrow of death. In addition, the colors of the color contrast with the gray of the text, expressing both a fear of death and an unsurpassable illusion; More evocative is that the lower right corner of this version uses a green color block that symbolizes life, in contrast to the color photos of bin Laden. Contrast always shows its own strength by the presence of each other, making the layout beautiful and diverse. [next]
Third, simple beauty grasps the "degree" of good use of color
The use of color newspaper color must grasp a "degree." The advantage of color layout is the rich color, but the richness of the color is completely different from the colorful. If you want to give color out of color, think that the color is more abundant, red, yellow, blue and purple do nothing, the result is not the color center of gravity. Painting emphasizes that color matching should not exceed three colors in general, and the same applies to the color of the layout.
Grasping the "degree" of color application emphasizes that the use of color is not much, and the use of color is appropriate. In the handling of news releases, you can highlight the important manuscripts and important layout areas in color. At the same time, the surrounding color atmosphere is diluted, and the color of the adjacent manuscript or unimportant version area is not processed to form the contrast between the center manuscript and other manuscripts, so that the full version will not be submerged in the color ocean. Just as the Times published the layout of bin Laden's photographs, the color photographs were the highlights of the treatment. The surrounding manuscripts were not colored. The black and white space of the characters corresponded to the “color blocks of photos†and highlighted each other.
In the supplemental edition of the special edition page, due to its rich and varied content, emphasis on interest and readability, the use of color can be flexible.
Such as "Shenzhen Evening News" November 13, 2001 "emotional hotline" version, with red, yellow and blue colors as the main body of the layout, the title with a blue, right and bottom with blue color and headline blue standard echo The visual center of the layout uses a color photo, the color pink dress and the content of the manuscript echoes, firmly hooking the reader's eyeballs, the blue background of the fantasy background is once again interpreting the blue theme; in addition, the manuscript is also used The yellow wireframe structure reflects the eternity of red, yellow, and blue colors in color matching. From a holistic point of view, we must also pay attention to the color contrast in the relationship between the texts, control the scale of the article's color shading, and control the abuse of colors so as to achieve both the strong color and the overall fresh and beautiful appearance.
Using less solid colors can well grasp the "degree" of using color. Pure color refers to a single color with 100% saturation. The solid color is bright and vivid, clear and easy to remember, has a certain degree of strength and hardness, and the solid color is used well. It can be used as a finishing touch. However, in the layout, solid colors should not be used too much. For example, the use of large amounts of red, lemon yellow, greenish green, bright blue, etc. will make the layout superfluous and unpleasant. Some layout editors liked to list some pretty colors and piled up some of the high-purity colors without a word. They looked excessively harsh, blunt, and fierce. There were no main colors and they lost their beauty. A good layout should be used with caution and a small amount of solid colors, multi-color and sub-solid colors, such as pink green, blue lake, cobalt blue, light yellow and so on. In addition, natural colors should be used as much as possible, not self-adjusting colors, causing color turbidity and becoming a dirty color.
Fourth, the use of harmonious beauty and communication
The term "harmony" originates from Greece. The harmony of colors not only refers to the use of color in order to please people's vision, but also to the more pleasing people's spiritual world. In his "Theory of Colors," Goethe wrote: When the eye sees a color, it immediately acts and looks for another color through special feelings. These two colors are harmonious. We believe that any color component or sensation that gives people a sense of closeness, and no obvious contrast, belong to a harmonious color.
In the color design, the color of the font between the title and the text, the contrast of the font color between the title and the title, and the contrast of the shading color between the different manuscripts all have a problem of whether the hue is harmonious or not. The relationship between various colors in terms of what kind of relationship can be harmonious and pleasing to each other is a certain rule. Color newspapers have the basic character of graphic arts. Therefore, the overall relationship between color and color on the layout must conform to the aesthetic laws of the use of graphic arts. . In order to make the layout color harmonious, we must pay attention to the collocation of colors. There are generally three ways to harmonize the harmony of the layout. First, the same color matching means using the same color in the layout, only dealing with lightness, such as dark red, light red and pink. Such as the most harmonious; the second is similar to the use of adjacent colors that use the color ring, or the use of brightness, purity similar colors, such as white and yellow, orange and red, which is the most important method of color; three is the complementary color Collocation is the use of weak contrast, the layout of a color-based, color is the use of low-purity other colors.
In practice, there is a certain skill in color matching. For example, the color of the title and the text color can be extracted from the layout of the picture. For example, in the sports edition of “Shenzhen Evening News†on February 13, 2001, the color of the headline title is from The colors extracted from the main colors on the photo, and the colors of the other titles are also the same as those in the blue and green fields of the jerseys in the photos. For another example, the color blocks in the layout should not exist in isolation. A color block should appear more than twice and respond to each other. The connection should be made so that the color will become an organic whole. More than two color blocks will appear in the layout to create a rhythm. Feelings, give people a sense of unity and harmony.
The color sentiment function can be very pleasant to people's spiritual world, and is an important factor in forming a harmonious layout. Experiments by foreign psychologists have long proved that color can affect the emotions of humans and even animals. The direct psychological effect of color comes from the direct influence of the physical light stimulus of color on human physiology.
For example, in the red environment, people's pulse will be faster and their emotions will be excited. In the blue environment, the pulse will slow down and the mood will be quieter. The brightness of the color will also affect people's psychology, and the darkness will make people feel heavy. Brightness will make people feel lighter; the purity of color will also have an effect on people's psychology; lighter ones will make people feel softer and deeper will make people feel tougher. Editors must have a more complete understanding of the emotional factors and functions of color, making color a means of news dissemination, allowing it to speak, communicate, and display the style of the newspaper itself, not just as a palette of dresses.
On May 12, 1999, the ashes of three martyrs such as Shao Yunhuan, who were sacrificed by the Chinese Embassy in Yugoslavia, returned home. The second day’s “Liberation Daily†cleverly used color communication functions to handle this major event: the leader, the headline, and the entire The texts are in black, but the pictures are in color. The newspaper used five photos. Three were mainly in cool tones. Two were in red. The red in the top right corner was the flag of Tiananmen Square, and the lower right corner. The red color is the red carpet on the ramp of the Martyr's Ashes plane. The bright red color has extremely special significance. The Republic has given the highest privilege to the three martyrs. In this day of mourning, black and red echo each other, making people remember the martyrs. The blood of the martyr will not be in vain, leaving readers with respect and respect. The five photos have extremely strong emotional communication and are extremely harmonious.
Fifth, the level of the United States flow and the formation of a strong
When people appreciate paintings, they will follow this order of appreciation: After seeing the whole picture first, and after making an overall impression, the line of sight will soon be able to stay in a certain place on the screen. This place is the visual center of the picture, and then the line of sight Will move and read all over. This phenomenon is due to the fact that from the physiological structure of the eyeball, only one visual coke can be produced, and it is impossible for people to stay at two or more at the same time. The process of appreciating works is the process of focusing the movement. This theory, applied to the color newspaper layout, is mainly to increase the influence of color on people's physiology and psychology. The strength of color is that it can more visually spread the visual information, so that the reader can be attracted by it within a few meters, forming a strong layout. At the same time, color can better deal with the layout of the overall and local, local and local relations, and even through the color brightness, solid color strength, clear the visual level, guide the reader's line of sight, so that readers unconsciously press the editor Requirements, to see what to see first, what to look at, and finally what to see, in order to form the level of layout beauty.
The “Entertainment Evaluation†edition of “Southern Weekend,†November 15, 2001, formed a special rhythm through gradual changes in color, which allowed the layout to produce a sense of hierarchy and flow through orderly changes, giving people a beautiful enjoyment. The color photograph located at the center of this version of the vision has a yellow-green background. This version of the editor extracts the green from the photograph as the background color of the manuscript on the layout. The background color changes from shallow to dark, transitioning to yellowish green. Gradually disappeared. The lower part of the layout is a yellow-colored advertisement to stabilize the focus. Here, color is used as an element of a color newspaper layout, and the gradual change of light and shade, thick and light, and deep and shallow, corresponds to the regular quantitative change of other elements, thereby enhancing the layout of the layout and forming a corresponding color rhythm. Therefore, in the color layout design, the structure function of the color relationship should be fully utilized. In addition to using the general manuscript layout method to reflect the sequence of the layout content, it is also necessary to be good at characterizing the characters, lines, shading, and the relation between the title and the text. The combination of color features reflects the level and sequence of the layout to achieve a high degree of harmony between content and form.
Forming a strong layout, the role of color is obvious. Illustrations and texts are one of the principles of designing excellent layouts. In color newspapers, the role and position of color photographs has become more and more prominent, and the space occupied by them has become increasingly larger. The newspapers have a direct influence on the arrangement of photographs of different sizes and on the aesthetic level of the layout and the visual center of the layout. Color photographs create atmosphere for the news of the day. It induces us to read a story that might have been overlooked, or stimulate our vision to attract us to buy a newspaper. Color charts are new “prescriptions†that editors find when presenting abstract content. Color charts can well represent histograms, pie charts, bar charts, and line charts in the shortest possible time, with minimal pen and ink. The length of the paper gives readers the most information, black and white newspapers can only look back.