电视包装的色彩文化及应用分析

近年来,从中央电视台到地方电视台,电视包装各具特色,尤其是在色彩的运用上呈现出五彩斑斓的态势。湖南卫视科学运用色彩进行自身包装的成功实践表明：色彩作为视觉传达力中最活跃的因素,其在电视包装设计应用中要达到两个目的：让观众在最短的时间内因其特别的色彩效果而关注该频道或节目;在观众的记忆里烙上难以抹去的印记。在电视包装中,色彩的运用必须配合节目才能体现其内在意蕴,传递带有某种哲理意味的思想文化,因此,频道包装、栏目策划等各方面意图都要力求与所运用色彩相呼应。同时,色彩在电视包装中具有一定的时效性,在实际运用中既要保持相对的稳定性,又要随时代环境而不断更新。

On Color Culture in TV Packaging and its Application

In recent years,the TV packaging of CCTV and local TV stations has shown their own typical characteristics.Particularly,there appears a colorful trend in the use of color.The successful practice of scientific color packaging of Hunan Satellite TV Station has made the following facts clear.Firstly,color,as one of the most active factors in visual communication,should achieve two goals in TV packaging.One is to attract the audience to focus on the program or the channel in a short time because of the unique effect of color.The other is to leave a deep impression on the audience.Secondly,the use of color can reflect its content and deliver some philosophic meanings only when it is consistent with the program.Thus,the intention of channel packaging and column planning must echo with the use of color.Meanwhile,the use of color in TV packaging is time-sensitive,which should keep relatively stable and be constantly updated in order to adapt to the new environment.