The yakanakisisa Tikafunga mavara. Color vhiri. ruvara palette

Designer ari digitaalinen zera Chokwadi, hazvidi kuti kungogumira mavara chinogona kuwanikwa kubva pendi, inks kana zvimwe pigments, kunyange zvazvo tinosvika kuna ruvara zano iri mabasa ounyanzvi akanaka, kunyanya chingadzidzwa. Ziso yomunhu inogona kusiyanisa mamiriyoni rinoreva zvakasiyana, asi dzimwe nguva kunyange mubatanidzwa mavara kunogona kuva kwakaoma.

Amazing ruvara ehupfumi

Izvi imhaka yokuti sarudzo mavara yokugadzira kwazvo kuzviitira uye kunoda zvimwe zivo. Saka chii vagadziri vanoda kusika yakanaka ruvara palette, mano mutengi afare? Uchida kana kwete, asi zvakanaka mubatanidzwa mavara zvinopfuura chete zvatinofarira, sezvo vane zvinoshamisa anokwanisa kuchinja mwoyo, manzwiro uye maonero, wana zvetsika uye anonyanya kukosha uye ndirumbidzwe - zvose nokungwaririra uye zvakakwana.

Basa vagadziri uye telemarketers ari vakadengezera zvizere mashandiro anoita noruvara kusika anokwezva uye kuyevedza mubatanidzwa mavara palette. Pano uye anobatsira nzwisiso ruvara dzidziso. Zvinogona kubatsira kunzwisisa izvo mavara zvakanaka pamwe chete (kana kwete), uye chii nomugumisiroi achasika anofambidzana siyana mukati rakapihwa chakagadzirwa.

Color vhiri: ruvara mubatanidzwa

Kuchikoro mufanidzo zvidzidzo vana vanowana nyaya iyi, saka vose pamwe vanotoziva ake nokusunungura-pasi chimiro: tsvuku, yellow uye zvitema mavara chepuraimari. The Tsika ruvara vhiri inoumbwa 12 mavara uye rinowanzoshandiswa ne vemifananidzo. Iri nyore kuona nzira kunzwisisa ukama mavara.

Main basa kuteererwa ruvara vhiri, - mubatanidzwa mavara. Nokusanganisa chikuru kana chikuru mavara (yero, tsvuku uye zvitema) anoumba yechipiri: munyoro, pepuru uye orenji. Tikafunga chinokosha matauriro rinopa chetatu pamwero siyana - tertiary mavara. Idzi dzinosanganisira tsvuku-orenji, orenji-yellow, yellow-mutema, mutema-zvitema, zvitema-pepuru nomutsvuku-tsvuku. Nesekondari mavara chikamu chinooneka chakarondedzera, kana muraraungu. hurongwa wavo nyore kuyeuka kushandisa mashoko anobatsira okuti "muvhimi wose anoda kuziva anogarwa Pheasant": tsvuku, orenji, yero, mutema, nezvakarukwa zvitema, indigo uye Violet.

nzira iyi njere inozivikanwa subtractive ruvara womuenzaniso randinogara mune nokusanganisa ari pigments, akadai pendi kana neingi uye kushandiswa sokunge kwakajairika ruvara vhiri, uye CMYK gadziriro inoshandiswa zvokushandisa kudhinda. Zvakasiyana kubva chirungiso womuenzaniso randinogara mune nokusanganisa akasiyana frequencies nechiedza (akadai kombiyuta kana TV chidzitiro), iyo ine yakasiyana akagadzirwa mavara zvikuru: tsvuku, mutema, nezvakarukwa (RGB).

The mufananidzo vapepeti vanoshandisa akasiyana shanduro ruvara vhiri. mumvuri Chero zvinogona kusarudzwa kushandisa kwayo hexadecimal yekubvuma.

mazwi

vanofanira kudzidza mazwi kuti achakubatsira kunzwisisa mhando dzakasiyana-siyana noruvara asati vaigadzirira palettes:

• Hue - rakafanana nerokuti ruvara uye dzinozivikanwa rinoreva mumwe 12 mavara;
• Kupenya: ukuru remoteness kubva Hue ose vatema ruvara;
• nenyama: mavara napedyo kuti chena;
• saturation - kusimba kana kuchena ruvara (Hue pedyo pedyo vhudzi, kashoma nayo yakazara).

The yakanakisisa Tikafunga mavara

Pakati ruvara vhiri, unogona kusarudza zvinoverengeka chaiwo palette dzinoshandiswa vemifananidzo kwemazana emakore. Nokuti chinonyanya mazano aya nematunhu inofanira kwadzo chete hune ruvara - kuwanda kwayo kushandiswa kana ayo kuparadzana nezvimwe mavara - mumwe kana kupfuura kukoshesa:

1. monochrome zano: Use akasiyana kupenya, nenyama kana saturation mumwe ruvara pasi kubvira chiedza nerima. Muenzaniso wakanaka imwe monochrome mubatanidzwa - red ne black chena. zano iri inopa kunanga uye kuchinja magadzirirwo. Blue uye chena - the chaiwo wemishonga Chinese porcelain IX remakore. uye French XVIII remakore Textiles.

2. A yakafanana zano: ruvara, parutivi pamusoro ruvara vhiri. Zviri pasi nokudenga, uye zviri nyore kushandisa kukura muzvirongwa. Muenzaniso uri wemishonga Violet kuti rwebhuruu-Violet.

3. nopindirana Zano kushandiswa pasi riri pakatarisana kumigumo ruvara vhiri. Somuenzaniso, zvitema uye orenji, tsvuku uye girini. Nopindirana Mavara vanoremekedza zvikuru uye kusiyana, asi ndivo rakaoma kushandisa vaakasarudza uye akanaka yavo yakachena muchimiro, kureva. K. vanogona nyore pakaedzwa muna patani.

4. paradzanisa nopindirana Zano: chero matauriro ruvara vhiri ndinoiitawo maviri mavara yakabatana ayo mukwanisi. Somuenzaniso, yellow ne mutema uye tsvuku-tsvuku. Dunhu iri rine simba kuona musiyano, kunyange kusimba pane yapfuura mumwe. Rinopa ruvara anofambidzana avo itsva nepurani, sezvo zvakaoma nyangarara kukwira.

5. triadic zano: chero matatu mavara zvakaenzana dzakagoverwa pamusoro ruvara vhiri. Rinotibatsira zvakanaka rakajeka anofambidzana, kunyange kana mataurire dzi uye unsaturated. To zvinobudirira kushandisa zvakakodzera kuzadzisa wakakwana wakatsiga - mumwe ruvara anofanira kuva nesimba, uye vamwe vaviri - dzokuAustralia.

6. Tetrad, kana hunyambiri nopindirana: inoumbwa maviri nopindirana yezvinoita. zano Izvi zvikuru anokwezva, asi zvinonyanya kuoma kushandisa pane imwe peya pamusoro nopindirana mavara, kureva. K. A vakawanda pasi kuoma yokufudza. In zano iri, sarudza mumwe ruvara sezvo chikuru uye kuchinja saturation, nokupenya uye nenyama yose Hue vamwe kana mavara zvose kuti zvavanokupai yakanakisisa mubatanidzwa nemavara akasiyana zvikamu magadzirirwo.

kurudziro

Kuwedzera ruvara vhiri anofambidzana hunhu inopa zvizhinji akagadzirira akagadzirwa zvinogadzirisa zvinopindirana ruvara zvirongwa.

ruvara mubatanidzwa nzira zvinosanganisira nokuchengeta tembiricha yavo (inopisa kana kutonhora), zvikuru (inopenya mavara kazhinji tarisa vaduku, ukuwo akacheneruka - Vintage), manzwiro (inopenya uye anofara, rima uye zvakakomba), madingindira (nzvimbo, mwaka, pazororo) uye nohumwe unhu.

Chimwe chikuru kutsvaka unyanzvi ruvara kunogona chikumbiro kufuridzirwa kuti nhoroondo dzakasiyana nguva uye unyanzvi dzenzvimbo: inodziya, mavara yakajeka pamusoro Impressionists; inopenya, zvisingatarisirwi anofambidzana postimpressionists; nyoro, mavara ndewevhu of Art Nouveau; inopenya, kushinga noruvara Pop unyanzvi.

The Psychology ruvara

Ruvara tichigara. Tichizviziva kana kuti kwete, asi iye anobatsira guru muupenyu hwedu hwezuva nezuva. Iwe ndamboona mumugwagwa nhasi, orenji kana yeyero chikwangwani? Akataura pfungwa imwe isakarurama vavariro. Ruvara ane zvinoshamisa ukama moods edu uye manzwiro.

Asi kwete vose vanonzwa zvakafanana ruvara. Zvinoreva uye Chirevo kuti tiri chokuita zvakasiyana-pasi, kubatsirwa chaizvo pamusoro simba tsika nemagariro mapoka tiri iyo. Heano tsika dzakafanana nevanhu chikuru mavara kumadokero mutsika.

tsvuku

ruvara ichi chinobudisa zvakawanda pfungwa dzakasiyana zvichienderana akapoteredza. Kusonganirana moto, anogona kuratidza kupisa kana ngozi. Sezvo dzvuku - ndiro ruvara ropa, riri kuonekwa akasimba, yainakidza matauriro, saka kwakabatana panyaya mwoyo, uye dzimwe nguva mhirizhonga.

Alternative tsika mune dzimwe tsika okumabvazuva, tsvuku inofananidzira rombo rakanaka uye kubudirira uye ndiye ruvara inopfekwa mwenga pazuva romuchato. Red Worldwide Rinobatanidzwa siyana ezvematongerwo enyika uye inomirira chimurenga.

The branding: kazhinji chinoratidza simba, chivimbo uye simba uye vakakurumbira chaizvo.

orenji

Uyewo ari ruvara moto, orenji anosanganisa ushamwari tsvuku chete nomufaro yellow uye kunoratidza basa, simba uye tarisiro. Uyezve, chokuita kukohwa kana kuwa.

Alternate nezvaanoreva: India nesafironi, ine yellowish tinge pamusoro orenji, runoonekwa dzvene. MuJapan, ruvara inomirira rudo.

The branding: Kazhinji vechidiki zvinhu uye. Gold, riri rimwe mumumvuri Orange kana yeyero, chinofananidzira muumbozha uye high quality.

shora

Sezvo ruvara kwezuva, kakawanda inomirira mufaro, rufaro, ushamwari uye freshness remvura. Uyezve, mune dzimwe ndima, chinogona kuparadzira rokunyevera chiratidzo kunyevera kana nokungwarira. Vamwe zvakasiyana (kunyanya unsaturated uye ine greenish tinge) tarisa kurwadza kana kusingafadzi, hazvishamisi t. To. The kare yero dzimwe nguva chokuita nechirwere murwere kwake oga.

Alternate zvirevo: mune dzimwe tsika Eastern uye Asian yero inobatanidzwa mukuru pakuzvarwa kana chinzvimbo. Mune dzimwe nzvimbo dzomuAfrica uye Latin America, mataurire ichi ndicho chinyakare ruvara yokuchema.

The branding: yakachena kana chivara yero ruvara inofarirwa nevakawanda, asi angaita kufunganya kana kunyange havaratidzi segwapa (somuenzaniso, chena rugwaro rakajeka yero yakabudirira kana vakutarisire), kana kushandiswa zvakasimba.

girini

Ndicho ruvara zvakasikwa, zvinomera uye kukura. Iye kazhinji inomirira utano, asi freshness, uye zviwanikwa unhu. Dark mitema anogona kumirira mumwe upfumi uye isimbe.

Alternative tsika pakati zvirimwa, vaMuslim, unoyera girini ruvara. It kunewo chokuita Ireland, St. Patrick paZuva uye tifare quatrefoil.

In branding: pezvitsiga kana zvigadzirwa, achimiririrwa "mutema" (.. Natural, utano, makemikari, makemikari, etc.) kazhinji vanoshandisa zviwanikwa mavara dzakadai manyoro uye shava.

zvitema

Ruvara gungwa denga, kakawanda inomirira runyararo uye kutsvinda. Kusiyana kwakasimba zvikuru uye kudziya mavara, zvitema kunonzwisiswa somunhu kunyaradza. Mune zvimwe zviitiko, zvingava nokusuruvara kana kusuwa.

Alternate zvirevo: mutsika Middle Eastern vane dzinozivikanwa yebhuruu anotidzivirira zvakaipa. Nokuda kwoukama dzaro kudenga mutsika dzakawanda ruvara rinofananidzira kusafa uye zvokunamata.

The branding: zvitema ndiwo unoshandiswa zvikuru uye ndiyo imwe seanokwanisa kuita zvinhu zvizhinji mavara. Kazhinji, inomirira kuvimbika, kuchengeteka uye kugadzikana. Matauriro kunonyanya nevakawanda mune yemakambani akapoteredza, kunonzwisiswa sezvo seane zvakakomba, kuchinja uye nyanzvi unhu.

pepuru

Pachivanhu chokuita kwamachinda, UKURU nokukudzwa. Saka, kune zvokunamata, inoshamisa kana chitendero zvirevo.

Alternate nezvarinoreva: mune dzakawanda dzakasiyana pasi rose mubatanidzwa mushava unomiriri kwamachinda kana upfumi, asi kuThailand uye dzimwe South America, kuyeuka nokuungudza.

The branding: rima noruvara dzepepuru kazhinji chiratidzo hwomutambarakede, ukuwo kupenya kupenya akakurumbira nevakadzi nevana.

dema

Kufanana tsvuku, ruvara iyi yakawanda (dzimwe nguva dzinopesana) tsika. Rinogona kumiririra simba, zveupfumi, akanaka uye exclusivity. Ukuwo, mutema inofananidzira rufu, zvakaipa uye chakavanzika. The Kupfeka chiratidzo kuchechi kana kuchema uye kurwadziwa (sapanochemwa rakagara richidudzirwa zvaipfekwa pamariro).

Alternate zvirevo: mune dzimwe nyika vari Asia uye Latin America, vaiona murume mutema ruvara. MuIjipiti, ndiko kuberekwazve. Mutsika dzakawanda, ruvara Rinobatanidzwa zvemashiripiti, mashura uye munyama, uye hazvitaurwi kana kuzivikanwa.

rinoshandiswa dema zvikuru, kuti akapotsa akava kwazvakarerekera, kunyange zvingaita kufananidzira pamusoro apa, zvichienderana akapoteredza: The branding. Vazhinji mazano inongova vatema uye chena (nemaune kana chete kuponesa pasi ruvara yokudhinda).

chena

Sedare chiedza uye chando, kazhinji chena inomirira kuchena, mhosva, runako kana kukwana (dzinozivikanwa nayo zvinopfekwa mwenga), asiwo zvinoreva austerity kana kusabereka.

Alternate zvirevo: China White - ruvara yokuchema. Mutsika dzakawanda rinomiririra nyika - chena mureza inomirira chibvumirano kana kusarenda nokudenga.

The branding: White kazhinji anotaura pakururama, kuchena uye modernity. Designers kutsvaga minimalist aesthetic, dzinowanzotaura yakawanda chena.

Color patani

Sarudzai ruvara wemishonga - zviri kupfuura kusarudza noruvara maviri kana matatu uye kuparadzira navo zvakaenzana zvikuru munyika magadzirirwo. mashandiro avo anezvakawanda chokuita mwero, uye mamwe mavara iwe kushandisa, kuoma kuita.

Nyore nzira pfungwa iyi inokosha Nokuparadzanisa kusarudzwa Mavara zvorudzidziso zvakapararira uye dzokuAustralia. Chikuru Matauriro ndicho chinooneka uye zvinowanzoshandiswa pamasikiro, apo mumwe kana kupfuura wake pfungwa richava mukwanisi nokudzikama. Kuti aratidze kuti kukurukurirana mavara - kuvapo kana kusavapo Mukusiyana, tsvaka sei pedyo mavara, mafungiro vakasikwa wemishonga mavara uye noruvara, etc. - .. Will zvachose kuwana palette wakakwana nokuda patani zvinangwa.

The kazhinji akabvuma kutonga kushandisa inokosha-ruvara matatu palette Kazhinji "60-30-10". Izvi rinowanzoshandiswa zvokunyaradza design, asi zvinogona zvinobudirira kushandiswa Web Design kana anodhinda. Wakakwanisa akapiwa chikuru ruvara 60% uye vaviri dzokuAustralia kupa yasara 30% uye 10%. Muenzaniso wakanaka achitsanangura mutemo uyu, munhu suit: a bhachi uye mudhebhe kwemakore 60% of ruvara mbatya, imwe hembe iri 30%, uye chisungo - akasara 10%. Pamwe chete, rinotipa nepakati, yakashongedzwa chitarisiko.

Imwe nzira chokuchengetedza nyore uye nengaidzo ndiko kushandisa palette luminance uye nenyama (kana kupenya uye zvasviba shanduro yasarudzwa matauriro). Saka zviri nyore kuwedzera kuwanda ruvara pasina tisaremedza magadzirirwo jumble.

Ruvara mune Marketing uye Branding

Brand Kuziva zviri zvikuru novimba ruvara. Zvakakwana kufunga "Coca-cola", "Facebook" kana "Starbucks", uye zvichava nyore kuyeuka matauriro nako pezvitsiga izvi zvinobatana.

Imwe ongororo paUniversity wekuWinnipeg, akaratidza kuti mafungiro pakutanga vanhu pamusoro zvigadzirwa zviri zvikuru papfungwa ruvara (60-90% of zvibozwa). Izvi zvinoreva kuti matauriro mu design - hakusi chete zvinoyevedza sarudzo, asi rinokosha chisarudzo bhizimisi inobata zvose - kubva vatengi 'maonero ari zvizivikanwe kuti kutengeswa mishonga.

Zvisinei, pakusarudza ruvara zano nokuti Logo haisi hazvo kuomerera kutsika, nemifananidzo kana mapatani. Hakuna foolproof kana kutsanya mitemo. Chinonyanya kukosha ndechokuti, sezvo mataurire inoshandiswa akagadzira uye maererano pamusika akapoteredza zvizivikanwe uye tsika dzaro.

RGB vs. CMYK

Paunenge uchishanda purojekiti yekudhinda, kombiyuta inotarisa haigone kuratidza mavara nenzira yavanoona pamapepa. Zvamunoona hazvisi izvo zvaunowana, nokuti vatariri vedijiti nevashanduri vanoshandisa zvirongwa zviviri zvakasiyana: RGB ne CMYK. Yokutanga inoreva zviduku zviduku, zvitsvuku uye zvitsvuku zvinosanganiswa uye zvinoumba mavara anooneka pahwindo; Chechipiri zvinoreva bhuruu, magenta, tsvuku uye tema matema mukusika mavara machena. Sezvo RGB inoshandisa yakawanda kupfuura CMYK, vamwe varimi pakutanga vanotanga basa rokudhinda muRGB kuchengetedza mamwe mavara emararamiro uye kushandura yakagadzirwa kugadzirwa mu CMYK vasati vashandiswa.

Nokuda kwechikonzero ichi, vanoda ruzivo runopa ruvara rwakasimba pakushanda pamwe chete nemasikirwo - somuenzaniso, kana uchigadzira chikwangwani chewebsite uye kuchidhinda pane bhizinesi rebhizimisi. Imwe yakadaro ndiyo Pantone Matching System (PMS). Muchiri, toni inogona kuve yakarongerwa mawebsite uye kudhinda (pamwe chete nemhando dzakasiyana dzezvinyorwa zvakadhindwa) kuti zvive nechitarisiko chakafanana.

Marara: kunzwisisa, kuongorora uye kuida!

Vagadziri vanogadzira mukudzidza kwemavara emhando, psychology kana neurobiology - zvidzidzo zvakakomba izvo zviri mumativi ekugadzira unyanzvi nesayenzi. Asi ichi chikamu chezvinhu zvinoita kuti basa iri rive rakanyanya kufadza uye iyo inoshandiswa zvakanaka mumusika. Kunyange zvazvo mutungamiri uyu anongorondedzera zvakananga mazano, zvinotarisirwa kuti zvichabatsira kuburitsa ruzivo rwakanyanya ruzivo uye runonyatsobudirira rwemapurogiramu ega ega kana mapurogiramu.