1. advertising painting elements
The elements of advertising painting include lines, colors, tones, textures, shapes, sizes and directions, among which lines and colors are the most important elements.
line
Lines can be straight, parallel, oblique or curved, thick or thin, smooth or rough, continuous or discontinuous, real or imaginary. It is generally believed that straight lines represent solemnity, parallel lines represent quietness, diagonal lines reflect movement and vitality, and curves represent elegance.
colour
Color is the product of people's perception of visible light stimulation through their eyes. Color consists of three elements: lightness, hue and purity, which is the first element in the process of light perception; Area, shape, position and texture, these four elements are the conditions for obtaining color expression and the second element in the process of light perception; Various colors affect people's feelings, perceptions, memories, associations, moods, emotions and other psychological processes, resulting in specific psychological effects, such as cold and warm, light and heavy, thickness, distance, simplicity, gorgeous and so on. These are called the third kind of elements in the photosensitive process.
tone
Tone is often used in graphic painting to express the change of space and provide the contrast of lines.
2. Expression skills of lines and colors in advertising paintings.
In advertising painting, the emphasis is on the application of color in advertising painting. Color is to pictures, just like title is to words, which plays a very important role in increasing the audience's attention to advertisements.
Different brightness, hue and purity of painting colors will produce contrast. Large color difference and strong contrast; Small color difference and contrast; If the color difference is moderate, the contrast is peaceful. When there is a slight contrast, its feelings and judgments are: light, slippery, deep, vigorous, gorgeous, elegant, soft and subtle, or pink, gray, black, flat, stuffy, dirty and monotonous. When there is a strong contrast, its feelings and judgments are: bright, strong, prominent, eye-catching, firm, powerful, or dazzling, blunt, dry, split and so on. When there is a moderate contrast, its feelings and judgments are: clear, bright, harmonious, rich and pleasing to the eye, or messy, broken, chaotic and uncoordinated. The second element of color will strengthen or weaken the psychological reaction. Therefore, in the application of color in advertising painting, we should not only consider the balance of color, but also consider the contrast of color, that is, the contrast between goods with strong color tone and soft background, the contrast of color block area and so on. We should not only consider the care of colors, but also make different colors and different shades of the same color have a good connection on the basis of overall harmony, resulting in a corresponding sense of rhythm and rhythm. We should also pay attention to the color changes of advertisements, make colors adapt to the expressed goods, and express goods through the symbolic meaning of colors.
Lines can provide form and direction in advertising painting. Several lines put together, or the formation of a curve, as well as the area of hue, can provide shape for the picture. The combination of lines and forms will have a tendency to point and even move, thus forming the direction of advertising pictures. In an advertising painting, readers should be instructed to move their eyes from one place to another, but not from the whole advertisement.
At present, there are two main ways to express advertising paintings, namely, hand painting and ink painting. In hand painting, there are paintings, cartoons and symbols. Sometimes, painting is very close to pure painting, but the difference is that it is subordinate to the design theme. The difference between pure painting and advertising painting is like common "language" and "technical terms". It is worth noting that commercial realistic painting, which has been widely used in foreign advertising paintings, has opened up new expression methods for advertising paintings because of the application of spray pen and the improvement of painting tools and materials, and many works can rival color photos in realistic effect.