Since the "Science and Technology Daily" first used the Founder system to publish color newspapers on June 1, 1992, color printing technology has become increasingly popular, and color printing has become one of the signs of newspaper modernization. Color-printed newspapers are more popular with readers because of their bright colors and rich expressiveness. A survey of Beijing readers by the Institute of Public Opinion of Renmin University of China in 1999 found that 61% of readers expressed their willingness to spend more money on newspapers with better print quality and more attractive layout styles, and whether color printing is readers ’judgment One of the important factors of printing quality.
The popularity of color printing on the one hand illustrates the rapid development of newspaper printing technology, on the other hand also reflects the great appeal of color to readers. Among the many constituent elements of the layout, color is the most direct, fastest, and most sensitive factor. It often gives people a deep first impression before text and graphics.
There are two types of colors: achromatic and colored. Achromatic refers to the black, white, and gray series, and chromatic refers to all colors included in the visible spectrum. The colors of the colored system have three major attributes: hue (color appearance), lightness (darkness and darkness of color), and purity (ie, chroma, vividness of color). No color system has no hue and purity, only Change in brightness.
Color printing makes the news no longer traditional black and white. Compared with the traditional newspapers printed in black and white, the color presentation of color newspapers is more abundant, allowing people to see the true face of the news more specifically. For example, color photos more faithfully restore the original appearance of the colorful world, and colors make the news better. Spread. However, domestic newspapers showed a tendency to do whatever they wanted in the use of color, and over-emphasized the richness and stimulus intensity of color, so some misunderstandings that affected the effect of news communication appeared.
1. Too many layout colors
Electronic color printing technology provides us with endless colors, it makes the layout of the newspaper become vivid and vibrant. But the increase in the number of colors cannot be directly proportional to the expressive power of the news. The French "Dao Yi Bao" uses a black and white version with a little spot color (red). The simple color tone makes it appear simple and unique in the flood of color newspapers, and the color matching is impactful; 》, Insist on black and white printing, the layout is not too much decoration, generous, clear and steady. It can be seen that the color is not much, it is effective.
Newspaper color printing is not simply for aesthetic needs. In addition to conveying news information more truthfully, the purpose of color printing is to use the psychological reactions caused by colors to convey the editing intent succinctly and forcefully. For example, color charts make the expression of information clearer because of the diversity of colors. Simply put, the main purpose of using color is to help readers get the information he needs conveniently and effectively.
Some newspapers put as many colors as possible on the page. There are many colors on the same page. A headline is a color, and the color of each frame and line is different. The simultaneous use of multiple hues makes the layout look like a tipped paint tank, dazzling. This color application method pays full attention to the richness of color, but only uses color as a decorative factor, and the frequency of use is too high. Too much use of color objectively strips the connection between the layout form and the news content, resulting in a complex and confusing visual effect on the layout, which is not helpful for readers to understand the news, but may have a negative effect.
The newspapers that won the prize in the 19th World Best Newspaper Design Competition usually use colors for the header, photos, charts, and guides, and they usually appear in the form of lightly-tuned small-area color patches. The keywords or numbers in the headline will be highlighted with a certain color, but no newspaper has a full-color headline yet. Occasionally the lines on the page are colored, and its purpose is to distinguish it from general content.
Generally speaking, the simple and clear layout is more popular with readers. The result of over-use of colors is the same as the appearance of frames and lines in unnecessary places, which will only artificially increase the obstacles to reading.
Second, the layout lacks the main color
Hue refers to the basic tendency of color appearance. It is formed by the comprehensive use of the three elements of lightness, hue, and purity of color, and certain factors play a leading role, which can be called a certain color tone. From the lightness of colors, there are bright tones, dark tones, and gray tones; from the purity of colors, there are clear tones (solid colors plus white or black), turbid tones (solid colors plus gray); from the chromaticity, there are warm Hue, cool tone, neutral tone; can also be divided from the hue, such as purple, light purple, deep purple and gray purple are purple tones.
The more representative color harmony theory points out that color harmony must be dominated by a main tone, either warm or cold. Under this unified premise, order changes should be formed. Do not treat each color equally, so that it will produce Beauty.
Domestic newspapers have another problem in using colors as they please: the layout lacks the main tone and has no focus. In a newspaper, the front and back neutral colors appeared at the same time, and the blue, green, and red tones were evenly divided into pages. "Each one said their own words." There was no main color.
Readers reading newspapers are both a process of obtaining information and an aesthetic process. In this process, any uncoordinated details may cause readers to be unhappy, and may even prevent readers from accurately accepting the news. The appearance of multiple tones on the layout disrupts the order of the layout and also easily causes a sense of color incompatibility. The main color of the layout is the emphasis of the layout. A layout without layers and disorder will make readers confused. One of the purposes of using color on the layout is to distinguish the layout of the layout through the contrast of the hue and increase the vitality of the layout. The role of the main color is to form a coordinated visual effect and strengthen the layout of the layout through the simple color matching.
It is worth noting that the advertisement is also a part of the layout, and the color tone of the advertisement should also be considered in coordination with the main color of the layout.
Color harmony should follow the principle of simplicity. American scholar Bai Kehuofu found that the simple combination of the same hue and the same purity is often more ideal than the complex color matching. After all, layout design is very different from artistic creation, and the complex color matching effect will only increase the visual burden of the reader. [next]
3. Ignore the visibility of the text
The human eye's ability to recognize colors has a certain limit. Due to the assimilation of colors, the contrast between colors is easy to distinguish between strong ones and weak ones. Colorology is called visibility. For example, photos, if the picture level is not clear, it is difficult for us to see the content of the photos clearly. Colors on the layout
Usually combined with text, it is either the background color of the text, or the color of the text, which causes the problem of contrast between text and color. For the reader, what is important is the text. Therefore, the use of layout color must pay attention to the recognizability of the text. We borrow the colorology to call it the visibility of the text.
In the "Color Aesthetics", Tsukada, Japan, revealed the visibility of the contrast of colors: (Unit: M)
(Color contrast of color aesthetics)
As can be seen from the table, yellow is the least visible on white newsprint. Orange is very clear with any color, it has the advantages of red and yellow, soft and bright, easy to accept. The visibility of red is also very high. Orange and red are commonly used in newspapers. Yellow-white, green-red, green-gray, cyan-red, purple-red, purple-black, cyan-black, etc. have low visibility and are combinations that should be avoided.
When we analyze the visibility of the text, we must also pay full attention to the forward and backward nature of the color. When we observe the red, orange, yellow, green, cyan, blue, purple, gray, and white color bars, the first four colors that come into our eyes are red, yellow, orange, and white, because these colors have high brightness The purity is also high, which gives people a sense of progress. This is the progressiveness of color. Moving colors should not be used as a background.
We do not advocate adding color blocks to the text, because it will reduce the visibility of the text, and it should be avoided if the font size is not large enough. The background color of the text should be based on the premise that it does not interfere with reading the text, so the text with a certain length and small font size should be soft and light tones as the background. Avoid dark colors such as blue green, blue and purple.
Fourth, excessive emphasis on the stimulation of color
When we look at colors in life, we will feel that some colors are dazzling and look tired, such as yellow. This is caused by the different levels of color stimulation of the retina. When people look at low-light (dark) colors, the level of excitement on the retina is in a low-energy state, and fatigue is small, so they don't feel dazzling.
Readers do not want to damage their eyesight when reading newspapers. Therefore, the color of the layout should be used as little as possible with high color tone. In general, high-intensity, high-purity color stimulation intensity is high, and fatigue is also large. In the achromatic system, the brightness of white is the highest, and the lowest is black; in the colored system, the brightest is yellow, and the darkest is purple. This is why printing paper is not as white as possible. Text printed on paper with too high whiteness looks dazzling and affects eyesight. Therefore, from the perspective of reducing fatigue, colored newsprint is more suitable for reading. One of the reasons for the use of light orange newsprint in the new start-up newspaper "Economic Observer" is "to make the sense of vision sufficiently soft, and never be" white "to be dazzling."
The color stimulation intensity is high, and the layout is of course relatively out of touch. However, such a color should not be used in a large area, and the frequency should not be high. Although the low-lightness color fatigue is small, it often makes people feel depressed, and we do not agree that the layout design is too dim. The ideal method is to use soft and bright light warm colors.
As a branch of design color, layout color design involves multiple disciplines of physics, physiology, psychology, and aesthetics. Different colors cause different psychological effects, such as the arrangement of red, white, and blue colors in American and The French will evoke patriotism, but others will not. The analysis of marketing theory believes that the perception expectations caused by color can affect consumers' feelings about products or events, and the visual factors of marketing information often fully indicate the attributes of a commodity. The layout color design should also be a symbol of the newspaper's personality and quality. Serious newspapers will not use vulgar colors, and newspapers for the public will not use petty bourgeois colors like so-called "honorable" publications. Color should be a part of the overall image design of the newspaper, and it is an important consideration. The choice of color should be very cautious and cannot be arbitrary.
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