Qhov zoo tshaj plaws ua ke ntawm cov xim. Xim log. xim palette

Designer nyob rau hauv lub digital muaj hnub nyoog, ntawm chav kawm, tsis txhob yuav tsum tau tag rau cov xim uas yuav muab tau los ntawm cov xim tsev, inks los yog lwm yam pigments, txawm hais tias tus mus kom ze rau cov xim tswvyim nyob rau hauv tej hauj lwm ntawm fine art, duab, ntau heev yuav tau kawm. Cov tib neeg qhov muag yuav paub qhov txawv lab ntawm txawv ntxoov, tab sis tej zaum txawm tias ib tug ua ke ntawm ob tug xim yuav tsis yooj yim.

Amazing xim zog

Qhov no yog vim hais tias cov kev xaiv ntawm cov xim rau tus tsim ntawm mas subjective thiab yuav tsum tau ib co txuj ci. Yog li ntawd dab tsi li cas rau cov designers uas xav tau los ua ib tug zoo nkauj xim palette, muaj peev xwm ua tus neeg muas zaub zoo siab? Seb koj nyiam nws los yog tsis, tab sis qhov zoo tshaj plaws ua ke ntawm cov xim mus tshaj xwb tus kheej nyiam, vim lawv muaj ib tug amazing muaj peev xwm muaj kev cuam tshuam mus ob peb vas, xav thiab xaav, kis tau kev lis kev cai thiab tus kheej muaj nuj nqis thiab nyiam xim - ob qho tag nrho consciously thiab subconsciously.

Cov hauj lwm ntawm designers thiab marketers yog ntsuas qhov complex zog ntawm ntxoov los tsim ib qho txaus nyiam thiab spectacular ua ke ntawm cov xim palette. Ntawm no thiab pab tau to taub yooj yim ntawm cov xim kev tshawb xav. Nws yuav pab tau kom koj to taub uas xim mus zoo ua ke (los yog tsis), thiab yog dab tsi zoo yuav tsim muaj ntau yam ob peb ua ke tsis pub dhau ib tug muab tsim.

Xim log: xim thaum lawv tseem

Thaum lub tsev kawm ntawv duab qhia cov me nyuam tau txais no lub npe, yog li txhua leej txhua tus tej zaum paub nrog nws hle-down daim ntawv ntawm: liab, daj thiab xiav thawj xim. Cov tshuaj xim log muaj 12 xim thiab yog feem ntau siv los ntawm ntxias. Qhov no yog ib tug yooj yim pom tau qhov sib txoj kev to taub txog cov kev sib raug zoo ntawm cov xim.

Lub ntsiab hauj lwm ua los ntawm cov xim log, - ib tug ua ke ntawm cov xim. Nws yooj yim los yog thawj xim (daj, liab thiab xiav) Cov ntaub ntawv ib theem: ntsuab, liab doog thiab txiv kab ntxwv. Lub ua ke ntawm ib tug siv laus muab ib tug thib peb theem ntau yam - tertiary xim. Cov muaj xws li cov liab-txiv kab ntxwv, txiv kab ntxwv-daj, daj-ntsuab, ntsuab-xiav, xiav-liab doog thiab ntshav-liab. Thawj thiab theem nrab xim yog ib feem ntawm qhov pom spectrum, los yog zaj sawv. Lawv thiaj yog ib qho yooj yim uas yuav tau nco siv lub mnemonic kab lus "Txhua tus neeg tua tsiaj xav kom paub tias qhov twg tso Pheasant": liab, txiv kab ntxwv, daj, ntsuab, xiav, indigo thiab violet.

Qhov no txoj kev ntawm kev nkag siab lub npe hu ua rho xim qauv, uas muaj nyob rau hauv nws lub pigments, xws li xim los yog number case thiab siv raws li nyob rau hauv ib tug pa xim log, thiab ib tug CMYK system siv nyob rau hauv lub printing khoom. Nws txawv los ntawm lub additive qauv, uas muaj nyob rau hauv nws cov sib txawv frequencies ntawm lub teeb (xws li ib tug computer los yog TV screen), uas muaj ib tug ua txawv cov ntawm thawj xim: liab, ntsuab, xiav (RGB).

Cov duab editors siv ib tug txawv version ntawm cov xim log. Tej ntxoov ntxoo yuav tau xaiv siv nws hexadecimal code.

terminology

yuav tsum tau kawm cov terminology uas yuav pab koj to taub qhov sib txawv hom ntawm ntxoov ua ntej yog nqus tau palettes:

• Hawj txawm - synonymous nrog rau xim thiab feeb hais txog ib tug ntawm 12 xim;
• Brightness: cov neeg kawm ntawv ntawm remoteness los ntawm lub Hawj txawm dub xim;
• lightness: xim sib thooj rau dawb;
• saturation - siv los yog kev coj dawb huv ntawm cov xim (Hawj txawm nce ze zog mus rau grey, tsawg nws yog nyeem).

Qhov zoo tshaj plaws ua ke ntawm cov xim

Ntawm cov xim log, koj yuav xaiv tau ib tug xov tooj ntawm classic palette siv los ntawm ntxias rau centuries. Rau feem ntau designs ntawm cov circuits yuav tsum tau cais ib tug tseem ceeb xim - lub xov tooj ntawm nws cov kev siv los yog nws cov kev sib cais los ntawm lwm yam xim - ib los yog ntau tshaj ntawm qhia ntau txog:

1. Monochrome tswvyim: Siv txawv brightness, lightness los yog saturation ntawm ib xim tones xws li los ntawm lub teeb rau tsaus ntuj nti. Ib qho piv txwv ntawm kev vam meej ua ke nrog ntawm Mono - liab los dub thiab dawb. Qhov no tswvyim muab ib tug yuav luag tsis paub thiab conservative tsim. Xiav thiab dawb - lub classic ua ke ntawm Suav iav IX xyoo pua. thiab Fabkis XVIII xyoo pua textiles.

2. Ib tug zoo xws li cov tswvyim: xim, sab los ntawm sab ntawm cov xim log. Nws yog universal, thiab nws yog ib qho yooj yim mus thov nyob rau hauv txoj kev loj hlob ntawm tej yaam num. Ib qho piv txwv yog lub ua ke ntawm violet rau xiav-violet.

3. Cov complementary tswvyim siv tones nyob rau ntawm opposite xaus ntawm cov xim log. Piv txwv li, xiav thiab txiv kab ntxwv, xim liab thiab ntsuab. Complementary xim muaj siab siv thiab sib piv, tab sis lawv yog yooj yim mus thov ib tug cov thiab balanced nyob rau hauv lawv cov ntshiab daim ntawv, piv txwv li. K. Lawv yuav yooj yim raug nyob rau hauv tsim.

4. Cov phua complementary tswvyim: tej laus xim log ntxiv rau cov ob tug xim uas nyob ib sab rau nws complement. Piv txwv li, daj nrog ntsuab thiab liab-liab doog. Qhov no Circuit Court kuj muaj ib tug muaj zog pom tau qhov sib txawv, txawm hais tias weaker tshaj yav dhau los yog ib tug. Nws muab qhov zoo tshaj plaws xim ob peb ua ke rau cov neeg tshiab mus tsim, vim nws yog ib qhov nyuaj rau mess up.

5. triadic tswvyim: tej peb xim tusyees faib ntawm cov xim log. Nws muab ib tug ncaj kaj ob peb ua ke, txawm yog lub suab nrov ntawm daj ntseg thiab unsaturated. Yuav kom ntse siv tsim nyog mus cuag tiav tshuav nyiaj li cas - ib xim yuav tsum tseem ceeb, thiab lwm yam ob - accents.

6. Tetrad, los yog dual complementary: muaj ob complementary officers. Qhov no tswvyim yog tsis tshua muaj txaus nyiam, tab sis yog nyuab dua rau siv dua ib tug khub ntawm complementary xim, ie. K. A ntau dua tus naj npawb ntawm tones nyuaj sib npaug. Nyob rau hauv no cov tswvyim, xaiv ib xim raws li cov hom thiab kho cov saturation, brightness thiab lightness ntawm lub Hawj txawm ib co los yog tag nrho cov xim uas lawv muab qhov zoo tshaj plaws ua ke ntawm cov xim nyob rau hauv ntau qhov chaw ntawm cov qauv siv.

kev tshoov siab

Nyob rau hauv tas li ntawd mus rau lub xim log ob peb ua ke xwm muaj ntau yam npaj txhij-ua kev daws teeb meem harmonious xim schemes.

xim thaum lawv tseem xaiv muaj xws li ua kom lawv kub (kub los yog txias), siv (qaim xim feem ntau saib yau, thaum lub daj ntseg - Vintage), mus ob peb vas (kaj thiab zoo siab, tsaus ntuj nti thiab loj), ntxhais (qhov chaw, lub caij, nyiaj so koobtsheej) thiab lwm yam zoo.

Lwm zoo nrhiav cov txheej txheem ntawm cov xim muaj peev xwm ua tau ib tug thov rau kev tshoov siab kom qhov sib txawv keeb kwm sij hawm thiab artistic currents: lub sov, qaim xim ntawm lub Impressionists; kaj, npaj txhij txog ob peb ua ke postimpressionists; mos, earthy xim ntawm Art Nouveau; kaj, bold ntxoov pop art.

Lub Psychology ntawm cov xim

Xim puag ncig peb. Peb twb paub lawm nws los yog tsis, tiam sis nws plays ib tug loj luag hauj lwm nyob rau hauv peb lub neej txhua hnub. Koj twb pom nyob rau hauv txoj kev niaj hnub no, txiv kab ntxwv los yog daj txoj kev kos npe rau? Nws kos cov xim ntawm ib tug ulterior motive. Xim muaj ib tug amazing kev sib raug zoo nrog peb cov moods thiab cwj pwm txawv.

Tab sis tsis yog txhua txhua xav tias tus tib xim. Lub ntsiab lus thiab symbolism uas peb yog txuam nrog rau sib txawv tones, heev nyob rau tus ntawm kev cai thiab kev sib raug pab pawg uas peb muaj. Ntawm no yog ib co common qhov tseem ceeb txuam nrog cov thawj xim nyob rau hauv lub sab hnub poob kab lis kev cai.

liab

Qhov no xim conveys ib tug ntau ntawm txawv tswv yim nyob rau hauv lub ntsiab lus teb. Thaum peb nrog cov hluav taws, tej zaum nws yuav symbolize tshav kub los yog kev txaus ntshai. Raws li cov liab - yog cov xim ntawm cov ntshav, nws yog suav tias yog nquag, cus ciav laus, yog li txuas rau cov teeb meem ntawm lub plawv, thiab tej zaum kuj ua nruj ua tsiv.

Lwm qhov tseem ceeb nyob rau hauv ib co sab hnub tuaj haiv neeg, liab ua ib lub cim hmoov zoo thiab txoj kev vam meej thiab yog cov xim hnav los ntawm tus nkauj nyab nyob rau hauv kab tshoob hnub. Thoob ntiaj teb Liab yog txuam nrog ib tug ntau yam ntawm kev nom kev tswv taw thiab ua ib lub cim kiv puag ncig.

Lub branding: feem ntau qhia lub zog, kev cog qoob loo thiab lub hwj chim thiab yog heev tseem ceeb.

txiv kab ntxwv

Raws li zoo raws li nyob rau hauv lub cev nqaij daim tawv ntawm qhov hluav taws kub, txiv kab ntxwv combines cov warmth ntawm liab nrog lub zoo siab hlo ua daj thiab ua ib lub cim rau cov kev ua si, lub zog thiab qhov zoo. Nyob rau hauv tas li ntawd, nrog rau lub sau los yog lub caij nplooj zeeg.

Alternate ntsiab: Is Nrias teb saffron, uas muaj ib tug yellowish tinge ntawm txiv kab ntxwv, yog suav tias yog yam dawb ceev. Nyob rau hauv Nyiv, cov xim lub cim kev hlub.

Lub branding: yog feem ntau cov tub ntxhais hluas thiab creativity. Kub, uas kuj yog ib tug ntxoov ntxoo ntawm cov txiv kab ntxwv los yog daj, ua ib lub cim rau lub khoom kim heev thiab siab zoo.

daj

Raws li cov xim ntawm lub hnub, nws feem ntau ua ib lub cim zoo siab, zoo siab hlo, friendliness thiab freshness ntawm caij nplooj ntoos hlav. Nyob rau hauv tas li ntawd, nyob rau hauv tej yam cov ntsiab lus, nws yuav kis ib tug ceeb toom teeb liab mus rau ceeb toom los yog ceev faj. Ib txhia variations (tshwj xeeb tshaj yog unsaturated thiab nrog ib tug greenish tinge) saib mob los sis tsis kaj siab, nws yuav tsis tsimnyog t. Yuav kom. Lub keeb kwm daj yog tej kab mob nrog rau cov kab mob thiab kev cais tawm.

Alternate ntsiab: nyob rau hauv ib co sab hnub tuaj thiab Neeg Esxias mus kuaj daj yog txuam nrog siab yug los yog raws li txoj cai. Nyob rau hauv ib co chaw ntawm teb chaws Africa thiab Latin America, qhov no laus yog cov tsoos xim ntawm mourning.

Lub branding: huv si los yog kaj daj xim attracts xim, tab sis tej zaum yuav ua rau ntxhov siab vim yog txawm yuav tsis zoo cim (piv txwv li, dawb text rau ib tug kaj daj keeb kwm yav dhau los yog vice versa), Yog hais tias siv ua lwj ua liam.

ntsuab

Nws yog cov xim ntawm cov xwm, tej nroj tsuag thiab kev loj hlob. Nws feem ntau ua ib lub cim noj qab haus huv, lub freshness, thiab tej yam ntuj tso qualities. Tsaus ntsuab yuav sawv cev rau ib tug wealth thiab stability.

Lwm qhov tseem ceeb ntawm cov qoob loo, Muslim, yog dawb huv ntsuab xim. Nws no kuj mob nrog Ireland, St. Patrick hnub thiab ib tug zoo siab quatrefoil.

Nyob rau hauv branding: hom los yog cov khoom, uas muaj tuaj raws li "ntsuab" (.. Ntuj, noj qab nyob zoo, organic, organic, etc.) feem ntau siv tej yam ntuj tso xim xws li ntsuab thiab xim av.

xiav

Cov xim ntawm lub hiav txwv thiab saum ntuj, nws feem ntau ua ib lub cim kev thaj yeeb thiab kev coj dawb huv. Nyob rau hauv sib piv rau lub ntau si nyhav thiab sov xim, xiav yog dab tsi raws li ib tug sedative. Nyob rau hauv tej rooj plaub, tej zaum nws yuav tu siab los yog kev nyuaj siab.

Alternate ntsiab: nyob rau hauv Middle Eastern haiv neeg muaj feeb xiav tiv thaiv los ntawm kev phem. Vim hais tias ntawm nws cov koom haum nrog rau lub ntuj nyob rau hauv ntau haiv neeg xim nqaij daim tawv ua ib lub cim kev tsis txawj tuag thiab sab ntsuj plig.

Lub branding: xiav yog siv lug thiab yog ib tug ntawm cov feem ntau ntau yam xim. Feem ntau, nws ua ib lub cim cia siab rau, kev ruaj ntseg thiab stability. Lub suab nrov yog tshwj xeeb yog nrov nyob rau hauv lub neeg cov ntsiab lus teb, raws li yog ntaus nqi raws li muaj ib tug loj heev, conservative thiab kev zoo.

ntshav

Feeb txuam nrog nom tswv cajceg, grandeur thiab kev hwm. Yog li, nws muaj sab ntsuj plig, mysterious los yog kev cai dab qhuas connotations.

Alternate ntsiab: nyob rau hauv ntau haiv neeg nyob ib ncig ntawm lub ntiaj teb no ib tug ua ke ntawm cov ntshav ua ib lub cim nom tswv cajceg los yog wealth, tab sis nyob rau Thaib teb thiab tej qhov chaw ntawm South America, nrog kev quaj ntsuag.

Lub branding: tsaus ntxoov ntshav yog feem ntau ib lub cim ntawm cov khoom kim heev, thaum lub sij hawm sib zog thiab zog nrov nrog cov poj niam thiab cov me nyuam.

dub

Zoo li liab, qhov no xim muaj ib tug ntau ntawm (tej zaum tseem) qhov tseem ceeb. Nws muaj peev xwm sawv cev rau lub hwj chim, khoom kim heev, elegance thiab exclusivity. Nyob rau lwm cov tes, dub ua ib lub cim tuag, kev phem thiab kev paub tsis meej. Cov hnav ris tsho yog ib lub cim ntawm formality los yog kev quaj ntsuag thiab kev tu siab (raws li cov mourning feeb hnav ntawm kev pam tuag).

Alternate ntsiab: nyob rau hauv tej lub teb chaws nyob rau hauv Asia thiab Latin America, xam tau tias yog ib tug txiv neej dub xim. Nyob rau hauv Tim lyiv teb chaws, nws yog ib tug rebirth. Nyob rau hauv ntau haiv neeg, cov xim yog txuam nrog cov khawv koob, tej kev teev dab thiab hmoov phem, thiab nrog qhia los yog tsis paub.

Lub branding: dub yog li ntawd lug siv, hais tias yuav luag los ua nruab nrab, Txawm tias nws yuav symbolize saum toj no, nyob ntawm seb lub ntsiab lus teb. Muaj ntau designs yog cia li dub thiab dawb (txhob txwm tshaj tawm los yog cia li txuag rau xim printing).

dawb

Raws li cov xim ntawm lub teeb thiab daus, feem ntau dawb lub cim purity, muaj txhaum, ua siab zoo los yog zoo tag nrho (feeb nws yog hnav nkauj nyab), tiam sis nws kuj txhais tau tias austerity los yog sterility.

Alternate ntsiab: Tuam Tshoj Dawb - cov xim ntawm mourning. Nyob rau hauv ntau haiv neeg nws nruab nrab yog lub ntiaj teb no - cov dawb chij yog lub universal lub cim ntawm ntawv sib yeem lus los yog kev swb.

Lub branding: Dawb feem ntau communicates lub simplicity, kev coj dawb huv thiab tiam no. Designers nrhiav ib tug minimalist aesthetic, feem ntau siv ib tug ntau ntawm dawb.

Xim tsim

Xaiv cov xim thaum lawv tseem - nws yog ntau tshaj li xaiv ob los yog peb ntxoov thiab faib rau lawv nyob rau hauv sib npaug zos proportions thoob plaws hauv lub tsim. Lawv ua tau zoo muaj ntau heev yuav ua li cas nrog tshuav nyiaj li cas, thiab qhov ntau xim uas koj siv, qhov nyuaj nws yog los ua tau.

Qhov yooj yim txoj kev uas yuav cov tswvyim no yog embodied los ntawm nkauj nraug xaiv xim rau cov nais khu thiab accents. Lub hom suab yog cov feem ntau pom thiab feem ntau siv nyob rau hauv tus tsim, thaum ib tug los yog ntau tshaj ntawm nws ua kom pom tseeb yuav los txuam rau thiab tshuav nyiaj li cas. Yuav kom ua kom lwm tus sib tham ntawm cov xim - lub muaj los yog tsis tuaj kawm ntawv ntawm contrast, saib yuav ua li cas nyob ib sab xim, cov mus ob peb vas uas tsim los ntawm lub ua ke ntawm cov xim thiab ntxoov, thiab lwm yam - .. Yuav twv yuav raug hu nrhiav lub zoo meej palette rau tsim lub hom phiaj.

Cov feem ntau txais txoj cai ntawm kev siv qhov yooj yim peb-xim palette yog feem ntau "60-30-10". Qhov no mus kom ze yog feem ntau siv nyob rau hauv sab hauv tsim, tab sis kuj muaj peev xwm yuav zoo siv rau cov web tsim los yog sau. Suffice muab hom xim ntawm 60% thiab ob accents muab cov seem 30% thiab 10%. Ib tug piv txwv zoo piav qhia txog txoj cai no, ib tug txiv neej ce: ib lub tsho loj thiab ris rau 60% ntawm cov xim ntawm cov khaub ncaws, ib lub tsho yog 30%, thiab khi - lub seem 10%. Ua ke, nws muab ib tug kuas, elegant tsos.

Lwm txoj kev khaws cia cov simplicity thiab qhov nqi koj tshuav yog siv cov palette luminance thiab lightness (los yog sib zog thiab ib tsos tsaus tsawv versions ntawm lub suab). Yog li ntawd nws yog tau mus cuag lub ntau yam ntawm cov xim tsis yooj yim lub tsim jumble.

Xim nyob rau hauv Marketing thiab Branding

Hom khiav yog heev nyob rau cov xim. Suffice nws xav seb lub "Coca-Cola", "Facebook" los yog "Starbucks", thiab yuav tsum tau ib qho yooj yim uas yuav tau nco lub suab nrov uas cov hom yog txuam.

Kev tshawb nrhiav ntawm lub tsev kawm ntawv ntawm Winnipeg, tau qhia hais tias tus thawj neeg lub tswvyim txog cov khoom uas muaj kev lom zem ntau raws li nyob rau hauv cov xim (60-90% ntawm cov score). Qhov no txhais tau tias lub suab nrov nyob rau hauv tsim - yog tsis tsuas yog ib tug artistic xaiv, tab sis kuj yog ib tug tseem ceeb ua lag ua luam kev txiav txim siab uas muaj feem xyuam rau txhua yam - los ntawm tus neeg 'xaav ntawm lub hom rau cov muag khoom ntawm cov khoom.

Txawm li cas los, thaum xaiv ib cov xim tswvyim rau cov logo yog tsis tas stick rau kab lig kev cai, cov cim los yog cov qauv. Yog tsis muaj foolproof los yog ceev cov kev cai. Ntau ceeb tshaj, raws li lub suab nrov siv nyob rau hauv lub tsim thiab nyob rau hauv kev sib raug zoo nrog cov lag luam ntsiab lus teb ntawm lub hom thiab nws cov cim.

RGB vs. CMYK

Thaum ua hauj lwm rau ib qhov project Luam computer saib yuav tsis zaub xim raws li lawv yuav tshwm sim rau ntawm daim ntawv. Yuav ua li cas koj pom yog tsis zoo li cas koj tau txais, vim hais tias cov saib thiab printers siv ob tug sib txawv systems: RGB thiab CMYK. Tus thawj koom lub me me dots liab, ntsuab thiab xiav lub teeb, uas muab tsim tau ib cov pom xim rau qhov kev tshuaj ntsuam; tus thib ob yog cov ntsiab lus ntawm cyan, magenta, daj thiab dub xim rau tsim xim prints. Txij li thaum RGB siv ib tug dav ntau yam tshaj CMYK, ib co designers Ameslikas tsim nyob rau hauv RGB printing project rau txuag ib tug ntau dua tus naj npawb ntawm cov xim xaiv thiab hloov lub tiav lawm tsim los CMYK ua ntej luam.

Vim li no, lawv xav tau ib tug lub cuab tam uas muab ib tug ruaj khov xim thaum ua hauj lwm nrog ob tshuab - piv txwv li, thaum tsim ib logo rau ib lub website thiab sau nws nyob rau hauv koj lub lag luam card. Ib tug xws li system yog lub Pantone Matching System (PMS). Nws tones yuav sib phim rau cov websites thiab sau (raws li tau zoo raws li rau txhua yam ntawm cov ntawv luam chaw), muab tib hom.

Xim: to taub, tshawb thiab hlub nws!

Designers txhij txhua nyob rau hauv txoj kev tshawb no ntawm cov xim kev tshawb xav, psychology los yog neurobiology - complex kawm uas nyob rau cov kev tshuam ntawm cov kos duab thiab science. Tab sis qhov no yog ib feem ntawm dab tsi ua no profession li nthuav thiab xws li ib tug zoo cuab tam rau cov lag luam. Txawm tias phau ntawv no tau tsuas yog qhia txog qhov yooj yim qhia, nws yog vam hais tias nws yuav pab tau kom ntau paub thiab zoo tshaj kev xaiv ntawm cov xim rau tus kheej los yog kev tej yaam num.