现代广告由色彩、文字、形象三要素构成,但广告的色彩信息要比文字和形象更易为消费者所迅速接受,因此,在广告中将组成色彩的色相(色彩的种类)、光度(各色在纯度及其反光量上的等差)、色变(表示色彩的强弱程度)三要素调配得当,就可使商品的形象更为逼真,富有美感和时代感,从而增强广告的诉求力、吸引力和影响力. Modern advertising consists of three elements of color, text and image. However, the color information of advertisement is more easily accepted by consumers than text and image. Therefore, in advertising, the hue (color category), luminosity Purity and the amount of reflection on the difference), color change (that the degree of color intensity) three elements properly deployed, you can make the image of the product more realistic, full of beauty and the sense of the times, thereby enhancing the appeal of advertising to attract Force and influence.