Color composition in exhibition design
In the exhibition design, according to the requirements of the overall design, the color relationship, props, exhibits decoration, lighting and other aspects of the entire exhibition space should be unified and integrated. Display color design should first determine the main color and color matching relationship of the exhibition hall according to the nature and content of the exhibition. Generally speaking, the color design of the exhibition requires a relatively harmonious tone, which is convenient for the audience to focus on the exhibits.
1. Environment color
Environmental color refers to the interface color of the enclosed space of the exhibition hall, which will play a leading role in the tone composition of the exhibition environment, but the tone of the exhibition environment is usually not easy to change or can only be changed in a limited way. Generally speaking, the colors in this environment are mainly achromatic color tones, and there is no obvious color tendency. In general commercial exhibition activities, the overall tone is mostly neutral or soft gray, which highlights the exhibits and is easy to achieve color harmony. In the exhibition design, we should follow the color rules of spring, summer, autumn and winter and strengthen the attention of spatial vision. Take the GAP company in America as an example. Every quarter, the company uses the popular colors of goods to change the environmental colors of all its specialty stores. Although the decoration style of the store has not changed, new color changes can always bring new feelings to consumers.
2. Colors of exhibits
The color of the exhibits is the center and theme of the exhibition design, and other color factors exist to set off and beautify the exhibits and fully display their colors. In the exhibition design, you can use physical exhibits? Cold to warm, warm to cold? 、? Ming tuo dark, dark tuo Ming? The method of handling. On the basis of established hue, correctly handle the relationship among hue, chroma and lightness, and form an orderly and regular change and harmonious and unified color relationship. According to the different nature of the exhibits, they basically have their big colors. But the basic tone is not static, and the general tone should be adjusted with the change of seasons. For example, window display, winter display, cold outside, the color of the entire exhibition hall should be mainly warm, giving people a warm and warm feeling. In summer, the color position should be dominated by cool tones, giving people a cool and comfortable feeling.
Step 3: the right color
Props are the main manifestation of display colors. The design of props such as exhibition boards in exhibition stands should focus on the overall tone of the overall display colors while aiming at optimizing and highlighting the visual effects of products.
Show the colors of the layout
The layout in the exhibition is, to some extent, the intermediary between the environment and the exhibits. In general exhibitions, the layout is often used to arrange graphic content such as pictures and words, or as the background color of the whole exhibition. It is an important carrier and visual center to convey exhibition information. The color of the dashboard layout depends on what is displayed in the layout. The more content is displayed, the more complex the color is, and the more difficult it is to grasp the tone. The design of exhibition boards and POPs mostly adopts large-size, high-purity, bright and clear colors to enhance the role of visual communication. Of course, the richness of the display content will also make it possible to adjust the color. The more conditions are adjusted, the greater the possibility of success. The theme color, corporate logo color and trademark standard color of the exhibition should be integrated into the design of the whole display color, with the use of lighting, to create a suitable exhibition atmosphere and better reflect the overall effect. Layout color design should take into account the different color preferences of audiences of different ages and cultural levels, and at the same time, consider the contrast effect produced by the mutual cooperation of these colors, and choose colors that are in harmony with the exhibits and the overall color system.
Step 5: light color
The light color design of lighting is an important part of the whole display color system. Light color plays a significant role in strengthening or softening, unifying the colors of display space and rendering the atmosphere of display environment. Using the color characteristics of various natural or artificial materials of modern decorative materials, combined with the color and lighting effect of lighting appliances, is an important way to create an atmosphere of exhibition environment and expand the communication effect of exhibits. This method is widely used in some natural museums. The desert exhibition area casts yellow and red light, giving people a hot feeling. In the exhibition area of the ocean, blue-purple light is projected, giving people a cool feeling. The two exhibition areas are separated by two different colors of lights, which is very natural and appropriate.
The role of color in display design
The exhibition environment presents different styles and forms of space environment because of different exhibition contents. Different display functions and targets require different design features. From the perspective of visual psychology, color can induce people to produce various emotions, and this psychological effect of color can create specific emotions and atmosphere in the display environment.
1. Optimize the visual effects of exhibits
Display color design has rich expressive force and charm. The same display content has different display effects due to different colors. Different exhibits have different personalities, so it is necessary to set off and render the environment of the exhibits with different emotional colors to make their personalities more distinct. Using the contrast and adjustment of colors, through the contrast, contrast or contrast of colors among exhibits, backgrounds and exhibits, the exhibits can obtain specific good visual and psychological effects among the audience. In commercial exhibition activities, color matching can be used to highlight the theme characteristics of the exhibition. Usually, for the quality of high-end exhibits, we should emphasize the exquisiteness of appearance and make full use of color contrast to express the magnificent feeling, such as gold and silver jewelry, high-end handicrafts and high-end cosmetics. And most of them need to use color contrast to set off the noble and high-grade feeling of the exhibits, so as to attract consumers' attention.
2. Enhance visual recognition and visual positioning.
The color positioning in commercial display design should be determined according to the nature of the exhibits. For example, when displaying and promoting enterprises, we should take into account their own colors such as standard color, auxiliary color, product packaging color and advertising color. The color of the display can not only match the nature of the enterprise, but also coordinate with the overall environment of the display. The color of corporate image is a part of visual recognition in corporate image strategy. The different appearances, emotional appeal, symbolic meaning and unique charm of colors displayed by colors are indispensable and important design elements and resources to strengthen the exhibition theme and corporate image. The theme color of the exhibition area, the main color system of the commercial environment, the enterprise standard color and the prop color constitute the logo colors of different commodity areas, exhibition halls, exhibition areas and display units, and the use of these colors can play a good guiding and inducing role. The color positioning in commercial display design should be determined according to the nature of the exhibits. For example, when displaying and promoting enterprises, we should take into account their own colors such as standard color, auxiliary color, product packaging color and advertising color. The color of the display can not only match the nature of the enterprise, but also coordinate with the overall environment of the display.
Show the role of color in design.
As an important part of formal elements, color, due to its attribute characteristics, can better achieve the purpose of exhibition by making full use of its functional advantages.
1. Highlight the theme
In the exhibition activities, the biggest form that the audience faces is the composition of the exhibition, and the most important visual object they face is the exhibits. Therefore, color design should consider how to create the overall effect with hue, form a strong spatial atmosphere, highlight the theme content, more perfectly display the main image and convey specific information. For example, because Intel's products are very small and exquisite, a lot of orange is usually used as the background color to highlight the products in the booth design.
2. Change the properties of space
Make full use of the psychological feeling of color, which can produce the change of space size. Light and bright colors usually have the function of expanding space; On the contrary, colors with low lightness and purity will make the space seem narrow and depressing. In a large space, different spaces can be divided by the change of color in different areas; Through the connection and echo of the same or similar colors, continuity is formed between multiple areas, resulting in a unified and integrated effect. Using color to divide, continue and merge the space, color can produce rich changes or mutual infiltration in the space, thus increasing the sense of integrity and hierarchy of the space and seeking change in unity.
Regulate mood and atmosphere
The function of color in conveying emotion in space is very obvious. Different colors make people have different psychological feelings and create different environmental atmosphere. Of all the design elements, color is the most attractive. Different color matching systems decipher different emotional codes, which can easily adjust the viewer's potential perception and induce the viewer's purchase motivation. In commercial exhibitions, with the advent of the global economic era, there are more and more cross-regional and cross-space display designs. Due to different cultural and religious backgrounds, different countries have different preferences for colors. For example, in Europe, the British think black represents sadness and regret, the Italians think purple is a negative color, and the Dutch like orange and blue; In Asia, Indians regard black, white and light colors as negative and unpopular colors, while Syrians like blue, and yellow symbolizes death, which is far from the ancient people in China who regarded yellow as a noble color.