Abstract: Color is a kind of information most sensitive to human beings, most quickly reflected on their nerves of visual sense. In general aesthetic feelings, color sense is most popular. And as an important factor of advertising aesthetics, color depends on specific images and possesses the special function of the “going before images and being larger than images” in advertisement. For application of advertising colors, it is necessary to understand deeply products, advertising themes, the media as well as the psychological associations, specific emotions and fondness of advertising targets, and use flexibly the principles of colors and the regulations of symbols so as to create a distinctive language of advertising colors.

Key words: characteristics of advertising colors, application of advertising colors, principle of colors