Misconception! 5 common misunderstandings about information flow advertising image materials, with 4 guidelines + 2 cases attached!

Introduction: This article lists five major color matching misunderstandings and provides corresponding color matching guidelines, hoping to help everyone easily solve creative color matching problems.

We often see this kind of material design in information flow ads :

When you see these materials, do you feel complicated? Do you have a sense of déjà vu? !

These colorful and contrasting New Year pictures are used to exorcise evil spirits. Do you want to scare away your users with the same color scheme?

In fact, color has a striking effect in the design of advertising materials. It can convey the flavor of the product and affect the rendering of the mood of the picture. Next, let’s talk about the common color matching misunderstandings in information flow ads:

1. The color tone does not match the product’s temperament

Avoid using tones that do not match the product's temperament

As shown in the following picture, the men's business leather jacket is matched with a lively bright yellow background color, which is contrary to the mature and stable temperament of the product :

Using high-brightness lake blue and bright yellow as the background color of men's business leather shoes cannot highlight the temperament of the product well :

The color matching is the same as the product, and high-grade gray is used as the main color:

2. Strong contrast, high brightness and saturation

It is not recommended to use large areas of color with high brightness and saturation, such as bright red, three primary colors, etc.

As shown in the two cases below, large areas of high-brightness and saturated red and blue are used. The strong visual impact causes visual discomfort and a lack of aesthetic feeling:

Use a small area of ​​orange-red in black, white and gray to highlight the copy information:

Choose colors from the product and use neutral colors to highlight the temperament of the product:

3. Abuse of gradients and background colors with multiple special effects

Avoid using gradients with large color spans and too many special effects.

The gradient from light blue to white creates a lack of depth in the image, and it is detached from the product:

As in the following case, too many special effects are used, which causes aesthetic fatigue and a sense of inferior quality:

The slight gradient of high-grade gray is used to highlight the product and emphasize the details:

Use cotton and linen as the background, and use the neutral color of gray and yellow to highlight the details and characteristics of dark-colored products:

4. The background and text colors are too similar to the product colors

Avoid product colors that are too similar to the background or text colors.

The background and the product are both bright white, and the product details are not obvious:

The dark black background and the belt make it difficult to distinguish the product features:

5. Too many main colors in the picture

Avoid using three or more main colors in large areas.

The product occupies a large area as the main color, and the background color and the red and yellow text make the main color of the picture unclear. The visual conflict is too strong, which can easily lead to visual discomfort and thus resistance:

The combination of four highly saturated, large-area colors makes the picture look messy and the visual center is not focused:

1. Business suits for men and women, international brands

The color tends to be gray (neutral color), with light gray tones and the same color scheme being the majority, or some men's formal wear prefers dark colors. It gives people a feeling of calmness, propriety and generosity, and is more likely to highlight the high quality of the product.

The following color values ​​are all suitable for primary colors:

Secondary color/embellishment color (appropriately increase the color brightness and then select the corresponding complementary color):

Tips : Add appropriate black and gray to the pure color.

2. Artistic forest style, cotton and linen

The main color tends to be a clean grayish white tone, and is mostly cool tones. It makes better use of natural colors such as green, blue, and yellow to give people a comfortable, elegant, and minimalist feeling, making people feel comfortable. The decorative color can add a little eye-catching and bright color to highlight the information.

The following color values ​​are all suitable for primary colors:

Accent color (choose the same/similar color as the main color):

Tips: Add appropriate amount of white to the pure color

3. Leisure and sports brands

The users of leisure and sports brands are mostly young people with youthful energy. The color matching is rich in styles, bold in color, with high saturation and brightness. They make good use of contrasting colors to increase visual conflict and tension, and create a youthful and energetic atmosphere.

The color values ​​given below are all applicable to the main color. Please note that the color ratio and area distribution are reasonable:

Tips: The above colors can be used as auxiliary colors or decorative colors for each other, but they should follow the color matching ratio principle of 70%, 25% and 5%, such as:

4. Trendy and high street brands

Trendy brands and high street brands target young people who are independent, cool and fashionable. They tend to use large areas of bright, high-purity colors with black and white. The addition of black elements makes the young trends more cool, fashionable and uninhibited.

The following color values ​​are all suitable for primary colors:

Auxiliary color, decorative color:

Tips: High saturation, high purity, high brightness plus black and white (make good use of complementary colors), the main color can also be selected according to the brand color

Case 1: Men's casual leather shoes

Step01 Define product style

When faced with an advertising material image of a product that is men's casual leather shoes and whose style is positioned as trendy, casual, and men's, first decide on the following three-piece composition format, and then choose the main color and color scheme, as shown below:

Step02 Select the main color

After defining the style of the product as casual, youthful and energetic , select the most suitable main color for the product from the color palette given on the color guide page for casual and sports brands. For example, in this case, blue and purple (which are similar to the color of the product) are selected as the main colors:

At this time, the white block in the middle and the blue and purple blocks on both sides seem a bit abrupt. You can choose a universal gray to blend them:

Step03 Choose the color scheme

Black is the color of the text information, and a small area of ​​orange, which is a contrasting color with purple and blue, is used as an embellishment color to emphasize the key text information.

Case 2: Men's business leather shoes

After defining the style attributes of the product as mature and stable men's business leather shoes , select the most suitable gray and cool tones from the color palette given on the previous color matching guide page. For example, in this case , blue-gray and yellow-gray (which are similar to the color of the product) are selected as the color matching, matched with a pure gray background color. This makes the picture look stable and generous, highlighting the quality of the product. Finally, the brighter orange is used as a warm tone to embellish and emphasize this picture, highlighting the key text information.

The style attribute categories listed above are limited, and the color palettes given are for reference only, and special cases are not excluded.