Politehnika i dizajn, Vol. 12 No. 2, 2024.
Izvorni znanstveni članak
https://doi.org/10.19279/TVZ.PD.2024-12-2-02
THE POWER OF COLORS IN VISUAL COMMUNICATION
Damir Vusić
orcid.org/0000-0001-9972-2246
; Sveučilište Sjever, Jurja Križanića 31b, 42000 Varaždin, Hrvatska
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* Dopisni autor.
Sažetak
The aim of this paper is to point out the importance of colors in visual communication - their role in marketing and advertising, branding and creating logos, the meaning of colors in fashion, food, the virtual world, etc. Human communication is almost unimaginable without the use of the most important element of visual communication - color. Colors are perceived as symbols, they are used as linguistic terms in communication, they are present in our everyday life and affect people in many different segments of life. They influence the visual, aesthetic and spatial perception of the world, human mood and emotions, have a psychological effect, shape needs and preferences through marketing activities, and are also used for health purposes. Thanks to the use of colors, it is easier to distinguish between different religions, cultures, political and social groups, sports clubs, brands, etc. The correct use of colors in visual communication is extremely important, and people who design visual communications are expected to have a high level of competence in the application of colors within different areas of human activity.As part of the work, a survey was conducted on the importance of colors in visual communication "Generation Z". The results of the research indicate that the majority of "Generation Z" have a positive attitude towards colors and that they have a great influence on their attitudes.
Ključne riječi
color; visual communication; meaning of colors
Hrčak ID:
329243
URI
Datum izdavanja:
20.11.2024.
Posjeta: 0 *