THE IMPORTANCE OF THE USE OF COLOR IN ART DESIGN Claire Campbel Pima Community College,Claire Campbell,"Appropriation,Transformation and Contemporary Fiber Art:.Textile Society ofAmerica Symposium Proceedings.In art and design"the use of color is very important".At the same time,the performance of color is infinite,it has the meaning of existence,at the same time,a mysterious hidden charm,how to use color expressive force,to create new works,to attract the masses.Color because of its physical properties,namely,different colors have different wavelengths,therefore,will directly or indirectly affect people's emotional, mental and psychological activities.Different color through the reflection of people's vision to the brain,but can cause people to feelthe dark,cold,weight,distance,can generate excitement,depression,tension,irritability,stability,ease the psychological effect.Such as cream makes people feel lovable,naive,simple;yellow,orange,red and relaxing;exciting,give a person with bold,strong feeling;pink romantic breath is grumous;rose,lavender is full of elegant,mysterious,beautiful mood;green,vibrant, moral ofyouth and hope,the symbol of new life in the spring;the deep color,Coffee olive steady,calm;blue can play relaxed,cool effect;white is a solemn,stately,pure artistic conception.Art design is a creative activity--perceptual art design combined with rational is an art and science and technology,technology,science,aesthetics,style,color,design solutions.Is thedesign of a comprehensive,such as the activities of daily living appearance design,with water as an example,except the design of pure beauty,but also meet the fitness of human body engineering,to study what kind of grip handle is comfortable,what kind of the cup is convenient for people drinking problems,and so art design is not just sentimental,still need to analyze theargument,do a lot of experiments.In addition,art design and simple artistic creation is different,we should consider not only the creator's preferences,but also to consider the needs of consumers and the cost of production,creation faster.At the same time,need to learna lot of knowledge science.Through the above analysis we can see that the scope of the design art design is very wide,butthe use of color is also very important,but playing each university, professional open coursecurriculum design direction have color.Then we can through the following examples to illustrate the importance of color in art design.A caseGraphic design is an art and design direction,however clever use of a plane advertisement designis successful or not is one of the factors of color,the color for the plane advertisement designwork,and its importance is obviously."Color"and advertising designers,like Punchline,is aimportant strength of advertising works wonderful,moving and not.There is color is not isolated,to embody the texture of products,features,and can beautify the advertising space;at the same time to adapt with the environment,climate,appreciation and so on,but also consider the far and near,big,small,visual changes,make the advertisement more aesthetic.A physiological function,colorHumans will have different physiological responses to different color,which has been proved byscience.Red,orange,yellow and other colors to give people the feeling of fire,we call it warm;blue,green and other colors will be reminiscent of the sea,the sky and the river,which we callcool.We are in the color design,color hue,lightness,purity is not the same in the mutual collocationuse should pay attention to the following points:1the intensity of the color sense.Generally speaking,more warm color visual effect and highcolor purity and brightness is lower than cool color and brightness.In addition,hue,lightness and purity is more big,the color contrast is stronger.2colors of the advance and retreat.Warm color and higher color purity and brightness is forward,cool and low purity and green colors give people retreat feeling.3color sense the severity of.High brightness color than low lightness feels lighter,more deep color to feel more heavy.The above example is some physiological functions of color,in the packaging design,flexible use of these will get beat all the magical effect.For example,largearea as a background color should try to avoid moving and strong sense of color,you avoid the relationship between primary and secondary disorders,prevent consumers to quickly understand the commodity information.Two,color and psychologyPsychological function of colors is due to physiological function in the brain are formed,it was affected by age,gender,nationality,environment,education and other factors.Such as greysystem most older people like lightness and purity are relatively low,but children are like brightand vibrant colors.Color design in packaging needs to consider the color to the viewer's physiological and psychological factors,but also consider the nature and characteristics of the product packaging.As mentioned above Coffee and chocolate packaging are mostly brown.Packaging the color as far as possible to be able to properly reflect the product's personality.Color influence on people's psychology,it can produce different feeling,it can lead to mood,imagination.This is because people feel about things often have the association,the color alsoinitiates the emotion.Design is very important in advertising color this association and emotionaleffect.Effects of advertising colors on people's psychological,as a result of people's life experience,personality,age,gender, occupation,hobbies,habits and customs,religious beliefs,social consciousness and so on are not the same and the formation of.Different psychologicalfeelings also raises different association of emotion.Color matching rules three,advertisement designIdentify1Main ColorHow to express the specific theme in advertising,you need through the text, images,color and other factors to the performance of.For the color,want to a proper extent of foiling the theme and the theme,the emotional association and symbolism, the central idea conforms to the advertisement subject.For example:cosmetics advertising,this kind of product on skin care beauty,so fresh and beautiful,safe and reliable.In the color choose neutral colors and elegantcolors,such as pink,light green, milk white color,give a person with health,elegant,fresh andtender feeling.Application of2advertising color affection lawIn the aspect of color preference and advertising design,color can have the association and emotional,which ultimately affect people's choice.(1)the age,gender and experience different preferences for color also has a great influence.It ispure bright children,this is because this kind of color are very attractive to them,with their lively character.Women more than men love white,because white is a symbol of purity,while men like blue,because blue symbolizes the straightforward,calm,mature and open minded.The villagepeople are favorite color is pure color,but in the city people love the purity is relatively low,therelatively rich, soft color and light color.(2)the national customs and preferences for color trends influence is also very obvious,make people reflect on the color also each are not identical.Such as the European multi use black to express sorrow,but I have more white.The western white dress to show the bride's pure and noble,but our country is indicated in red festive. But as the international exchanges become more frequent,the custom has also gradually assimilation.Attention3color in advertisingThe advertisement color tips,induction,can arouse people to products of interest. People today have been surrounded by the multitude,a multitude of names color media,fashion trend of colorchanges in the moment,the eyes have become inured to the unusual,almost can accept any of the color of the processing mode.Case twoColor is very important in interior decoration,it is the most powerful language of human visual symbols.On holidays,friends and coworkers mutual friends,as long as you pay attention will find,some people even though the decoration is very luxurious, spent a lot of money,but always feelto the visual feel uncomfortable,one very important reason is the interior color is not uniform.Differences in colorUniform color design plays in the interior decoration to create some kind of change or the role of style,will bring some visual differences and the enjoyment of art,let a person shine at the moment"".According to the survey,a space to enter the first few seconds to get the impression,seventy-five percent is the feeling of color,and then only to understand the physical.Therefore,the color is an important factor in interior design can not be ignored,the important role of different functions and people understand the different colour generated its request for color isself-evident.One,unified rulesIn interior design,the use of color is rich and varied,the color itself is not beautiful or not beautiful,the key is to look at how to mix,how to match,but must be consistent with the overall style interior interior design in the process of combining, otherwise it will appear anduncoordinated,like a traditional Chinese style,with color trend of European fashion series ofgaudy,that the proper.Color coordination means that the three elements of color:hue,harmonious application between lightness and purity,the formation of a unity consciousness,butto avoid too monotonous,boring and too dull.Therefore,color harmony should show aharmonious contrast,from the background(including thermal contrast,contrast,brightness,purity.)So,to create a good indoor environment,color cannot be ignored,we have a harmonious relationship between serious analysis and contrast,the interior color with good collocation,the atmosphere will be more good.Two,people of color feeling rulesDifferent color makes people feel effects on mental,emotional,psychological or big or small.Therefore,in determining the color and the use of interior design。