In recent years, China's newspaper industry has developed rapidly, showing unprecedented vitality. The increase in the number of newspapers has sprung up, leading to fierce market competition, and the colorful newspapers have formed a beautiful landscape. Entering the era of reading pictures, the colorful newspapers have won the favor of readers with their brilliant colors, clear pictures and novel content.
However, due to the advancement of technology, the inevitable competition, and the aesthetic requirements of readers, the speed of popularization of color newspapers is unexpected, and not all of the colorful newspapers rushed out of the basket are satisfactory. Although many newspapers use color means, they may not necessarily achieve the objective results expected by the organizers. Many color newspapers have various problems in the use of color. In summary, there are only four aspects:
1. Single color, lack of contrast
Newspapers do not make full use of color to infect readers. The use of color exists in conceptualization and simplification. Red is red, yellow is yellow, and blue is blue. Newspaper practitioners lack a rational understanding of color, so it is no wonder that color is not professional. Therefore, it is impossible to pursue the ever-changing in the same color when marking the color, nor is it good at making the color mixing produce a rich feeling, it can not reflect the subtle changes of the color, it can not achieve the richness of the color, nor the gorgeous, eye-catching, The beauty of rhythm and rhythm.
Second, regardless of major or minor, no tone
The use of color pays attention to the unity of contrast, that is, to seek unity in comparison, and there is contrast in unity. In order to pursue the contrast and richness of colors, some color newspapers use colors blindly, without any taboos, resulting in too many colors on a page, resulting in messy visual effects, which cannot form a unified tone and do not lead the mainstream color of the whole version. And color tendency.
3. The purity is too high, lacking level
The target color is too simple, and only saturated colors with high purity and direct colors on the screen, that is, primary colors, will not use mixed colors (intermediate colors), complex colors and complementary colors. Color has three elements of hue, lightness, and purity. Changes in any one of these elements will cause different color effects and feelings. Too simple and saturated colors will inevitably lack a sense of hierarchy, and will also give people a "dazzling" and uncomfortable feeling. Therefore, the purpose of conveying the beautiful visual effect with colors cannot be achieved.
4. Improper use of color
The color of the color newspaper is mainly used in several aspects, that is, color photos, titles, lace patterns and net patterns. In addition to color photographs, the most important thing is the use of the title color. The eye-catching title is the common pursuit of the reporters. Only by using the appropriate font size, font and color can the title be eye-catching. The color of the title should consider the content and emotional color, otherwise it will inevitably achieve the opposite effect. For example, in a newspaper titled "Too Dark", the "Legal Inspection Law Enforcement Team", the word "black" is a big red, and the rest is black, so the colors are reversed. If the word "black" is reinforced with black, it can better reflect the article. A newspaper titled "Red Planet-Mars", all in red, so the color is very appropriate, in line with the text, and strengthened the theme of the article. Another example is the "How to Overwinter the Sunshine Flowers", which uses dark green, and its color matches the color of green plants, making people feel that the color is very accurate and natural.
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There are many reasons for the color problems of current color newspapers, mainly the following: First, editors and computer operators lack professional color knowledge, and their professional quality needs to be further improved; second, art editors with professional knowledge of color science have not played The important role is that there is a disconnection between the beauty editor and the needs of the post in the publishing process. The third is that the practitioners do not have enough knowledge and attention to color means. Will not be considered an error. This will inevitably cause the generalization of newspapers and the vulgarization of colors.
How to use color to serve newspapers is an important issue currently facing journalists. Practitioners need to master certain color expertise, and art editors can play a better role. Armed and trained with the expertise of American editors Computer operators and group editors. In other words, in the publishing process of color newspapers, American editors can play a decisive role. An example is the "Zhengzhou Evening News", which has won the second place in the national color newspapers.
Colors for color newspapers, that is, printing colors are usually four colors: red, yellow, blue, black, which is the three primary colors plus black. The mixing of three primary colors can produce intermediate colors (two-color mixing) and multi-colors (three-color mixing). Adding black mixing can produce kaleidoscopic color effects. A color used alone is an effect, and juxtaposed with other colors is another effect. This is called the contrast effect of colors. There are four kinds of contrast: color contrast, lightness contrast, purity contrast, and warm and cold contrast. The color environment is different, and the visual effect is different. There are also colors of the same color and contrast colors, cool colors and warm colors, dark colors and light colors and so on. As a color newspaper practitioner, you must master the basic knowledge and basic laws of color, and successfully apply it to your work practice. Only in this way can the color newspaper you produce be truly loved and recognized by readers.
Several issues that should be noted in the use of color:
1. Make an essay on the title
The title is the highlight of the color newspaper and is an important color-coded area of ​​the color newspaper. The black text and color pictures must be interspersed and connected by certain titles with a sense of color to form a unified and harmonious overall layout. The color has the function of reading, the title color is prominent, the contrast is strong, the visual impact caused by it is strong, and the importance of the article is obvious. No matter how rich the layout color is, black is the foundation, and black is an important factor for layout stability. The variability of color pictures is poor. In order to show the authenticity, the colors cannot be changed arbitrarily. In this way, the color of the title word should be flexible to achieve the best overall effect. In the specific application, sometimes a title can be divided into several parts, the principle is to highlight the main words, emphasize the theme and weaken the subtopic. Black is one of the most basic colors of color newspapers. Some people think that black is not a color. In fact, in China's unified paintings, the color of ink is colorful. Set off, sometimes better than using bright colors directly. The color of the headline (including netting) should generally not exceed three colors, otherwise it will appear messy. The three colors can be contrasted and can be changed in the same color. When there are many full-page color pictures, the title color should be mainly black, supplemented by color, and when there are few color pictures, the title color should be rich, because it is responsible for adjusting the overall color of the layout.
2. Decoration methods that value color
The use of color is to achieve the ideal decorative effect, so all colors on the layout are for the same goal to beautify the layout and please readers. When there are few color pictures on the layout, you can use more color wireframes and lines; when there are more color pictures, you can use black or gray lines and wireframes. Indentation on the color picture usually needs to be marked with white or net edges, and its color should be different from the color and brightness of the color picture itself. When the secondary network of the title area is deep, all the negative characters should be used; when the title area is shallow, the title word should be dark, and the rich color on the color report is on the color map itself and the title.
3. Ingenious use of contrast techniques
The effect of the two colors when separated and juxtaposed is different. This is the contrast effect of colors. In the process of color newspaper layout, if you can use contrast appropriately and skillfully, you can get more results with less effort. The usual contrasting colors are red and green, blue and orange, yellow and purple, also known as complementary colors. Complementary colors should pay attention to the area and purity of use. For example, when red and green are used together, the areas are not beautiful when they are equal or close to each other. "And" a little green in the ten thousand red bushes "will give a good contrast aesthetic. If the title word is purple, a contrasting color—yellow can be used when trimming the border. Due to the large difference in area between the two colors, there are major and secondary, and it looks eye-catching and elegant.
Using the same color can also produce rich color effects. Such as dark red, purple red, rose red, scarlet, vermilion, orange red, pink, magenta, etc. are all red, belonging to the same color. They are combined with different brightness and purity, and can also produce rich and soft effects.
The contrast of colors should have a degree, which is enough. In order to avoid excessive contrast, the purity must be adjusted when using colors, such as yellow and black, the two colors have the largest visible distance in the color, so railway and highway signs are often used. But when used in the title, it is not necessary to create the largest visible distance. In order to avoid excessive colors, you can use multiple colors and multiple colors. Some titles are bright red, and they feel too bright. You can use black or gray borders, so that there is a transition and buffer between the title and the background color, it seems more stable. Articles in Jinan are all subtitles. If each title is marked with a color, it will inevitably cause a messy feeling, and the colors can be unified to achieve the whole. Articles of Jina can also be tiled with a light background, which is different from other articles, and forms a whole plate, that is, turning zero into whole. For large articles, the subtitles should be prominently highlighted to adjust the layout and cause visual skipping and segmentation, which is a means of turning it into zeros.
In short, the color of color newspapers is a means and an art. It requires practitioners to continue to explore and summarize to please the readers. Only in this way can they make their newspapers in an invincible position in the fierce market competition.
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