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However, due to the advancement of science and technology, the necessity of competition, and the aesthetic requirements of readers, the speed of popularization of color newspapers is unpredictable, and the rushed-out color report is not always satisfactory. Although many newspapers use color means, they may not be able to achieve the objective results expected by the newspaper publishers. Many color newspapers have problems in the use of color, and they are summarized in four aspects:
First, a single color, the lack of contrast Newspapers do not make full use of color to infect the reader, the use of color exists conceptualization and simplification, red is red, yellow is yellow, blue is blue, newspaper practitioners lack of rational understanding of color, it is no wonder that with color Not professional. Therefore, in the standard color, we cannot pursue the ever-changing colors in the same color, nor are we good at making the color mixture produce a rich feeling, no subtle changes in color can be represented, and the richness of color can not be achieved, and there is no bright and eye-catching resulting from the color contrast. The beauty of rhythm and rhythm.
Second, regardless of the primary and secondary, there is no tone
The use of color emphasizes contrast and unity, that is, seeking unity in comparison and contrast in unity. Some color newspapers use color indiscriminately to pursue color contrast and richness. There are no taboos, resulting in a layout that uses too much color, resulting in a disorganized visual effect. It does not form a unified tone, and does not dominate the mainstream color of the full version. And color tendency.
Third, the purity is too high and there is no hierarchy
The standard color is too simple, it will only use the saturated color with high purity and the direct color on the screen, that is, the primary color, and will not use the mixed color (inter-color), complex color and complementary color. Color has three elements: hue, lightness, and purity. The change of any one element will cause different color effects and feelings. The use of color is too simple and saturated, and it will inevitably lack a sense of hierarchy. It will also give people the feeling of “jazziness†and discomfort. Therefore, the purpose of conveying the visual effects of beauty is not achieved.
Fourth, improper use of color, color does not mean
The color of newspapers is mainly used in several aspects, namely, color photos, titles, lace patterns, and textures. In addition to color photos, the most important thing is the use of the title color. The eye-catching title is the common pursuit of newspaper reporters. Only by using proper font size, font type and color can the title be highlighted. The use of color in the title should take into account the content and emotions, otherwise it is bound to achieve the opposite effect. For example, the newspaper "Rest assured that the law enforcement team is too dark", the "black" word is a big red, the rest is black, so that the color is used in reverse. If the word "black" is enhanced with black, it will better reflect the article. A newspaper's title is "Red Planet - Mars", all in red, so the use of color is very appropriate, in line with the text, strengthen the theme of the article. Another example is the question of how the sun shines through winter flowers. It uses dark green and its color is in line with the color of green plants. It makes people feel that color is very accurate and natural.
There are many reasons for the current use of color newspapers. The main points are as follows: First, editors and computer operators lack professional color knowledge, and their professional quality needs to be further improved; second, art editors with professional knowledge of coloring do not play. The important role is that there are disconnections between publication and job requirements in the publishing industry. Third, practitioners do not recognize or value the color means enough. They think that as long as their own preferences are marked with colors, they are color newspapers, that is, improper use of colors. It will not be considered an error. This will inevitably cause the generalization of the newspapers and the vulgarization of the colors.
How to use color to serve newspapers is an important topic currently facing reporters. Practitioners need to master a certain amount of color professional knowledge, and fine art editors can play a better role. Arming and training can be done with professional knowledge compiled by the United States. Computer operators and group edition editors. In other words, in the publication process of the color newspaper, the United States can play a decisive role. An example of this is Zhengzhou Evening News, which was once ranked second in the National Lottery News.
Color for newspapers, that is, printing color is usually four colors: red, yellow, blue, black, that is, three primary colors plus black. Three primary colors can produce inter-color (two-color mixing), poly-color (three-color mixing), plus black mixing, can produce ever-changing color effects. The use of one color alone is an effect, and juxtaposition with other colors is also an effect. This is called the contrast effect of color. Contrast can be colored contrast ratio, brightness contrast, purity contrast, cooling and heating contrast, and the visual environment is different depending on the color environment. The colors are also divided into the same color and contrasting color, the difference between cool color and warm color, and the difference between dark color and light color. As a color newspaper practitioner, it is necessary to grasp the basic knowledge and basic laws of color and successfully apply it to work practices. Only in this way can the printed newspaper be truly appreciated and recognized by readers.
Several problems that should be paid attention to in the use of color:
1, make a fuss about the title
The title is the highlight of the newspaper and is an important area for coloring. Between the black text and the color picture, it is necessary to intersperse and link with a certain head with a color sense to form a unified and harmonious overall layout. The color has the function of reading, the color of the title is prominent, the contrast is strong, the visual impact caused is strong, and the importance of the article is obvious. Regardless of the rich color of the layout, black is the basis and black is an important factor in the stability of the layout. Color pictures have poor variability, and they are often unable to change their colors at will in order to show authenticity, so that the color of the title word should be flexible to achieve the best overall effect. In the specific application, sometimes a title can be divided into several parts. The principle is to highlight the main words, emphasize the subject and weaken the subtopics. Black is one of the most basic colors of color newspapers. Some people think that black is not a color. In fact, in China's unified painting, ink colors are multicolored. Black shades change endlessly. Black headline words are bold and eye-catching. Set off, sometimes better than using vivid colors directly. The headline word color (including reticulation) should not be more than three colors in general, otherwise it will appear cluttered. The three colors can be contrasted and pursue changes in the same color. When the full-page color image is long, the color of the title should be dominated by black color, supplemented by color. When the color picture is low, the color of the title should be rich, because it shoulders the heavy responsibility of adjusting the overall color of the layout.
2, emphasis on color decoration
The use of color is to achieve the desired decorative effect, so all colors on the layout are for the same goal to beautify the layout and please readers. When there are few color pictures on the layout, you can use color line frames and lines more; for color pictures, black or gray lines and line frames are available. Color words on a color map usually have a white border or a web border, and their color should be different from the color and brightness of the color map itself. When the headline area is deeper, the Yinyin word should be used. When the heading area is covered with a light mesh, the headline word should be colored darkly. The color image is rich in the color map itself and the title.
3, clever use of contrast techniques
The effect is different when the two colors are separated and juxtaposed. This is the contrast effect of the color. In the process of color chart layout, if you can use contrast properly and skillfully, you can achieve a multiplier effect. The usual contrasting colors are red and green, blue and orange, yellow and purple, also called complementary colors. Complementary colors should be used in terms of area and purity. For example, when red and green are combined, the area is not equal when the area is equal or close to one another, but it is more harmonious when the size is larger or smaller, or deeper or shallower. "And a little green in the Wanhong Cong" will give people a very good sense of beauty. If the headline word is purple, the yellow color may be used as a contrasting color. Since the two color areas are relatively different, there are times when the two colors are different, and they look eye-catching and elegant.
Using the same color can also produce rich color effects. Such as deep red, purple, red, red, red, orange, pink, magenta, etc. are all red, are of the same species. They combine different lightness and purity and can also produce rich soft effects.
There must be a degree of color contrast, that is enough. In order to avoid excessive contrast, when using color must adjust the purity, such as yellow and black, the two colors in the color visible from the largest, so the railway and highway signs commonly used. However, when used in headlines, it is not necessary to create the largest visible distance. In order to avoid the color is too bright, you can use inter-color and multi-color, and some titles use red, feeling too bright, can be black or gray edge, so there is a transition and buffer between the title word and the background, it seems more stable. Congregational articles are subheadings. If each title is marked with a color, it will inevitably create a messy feeling. You can unify the colors for the sake of the whole. Gathering articles can also lay a light background, which is different from other articles and forms an overall plate, namely zero. Large articles should highlight the subtitles to adjust the layout, resulting in visual jumps and segmentation, that is, the means of disintegration.
In short, the use of color newspaper is a means, but also an art, the need for practitioners to continue to explore and summarize in order to please the readers, and only in this way, in order to make their own newspapers in fierce market competition invincible.
Source: Urban Party Newspaper Research 
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