色彩在彩页印刷中是把握人的视觉第一关键所在，也是一副广告表现形式的重点所在，一副有个性的色彩，往往更能抓住消费者的视线，色彩通过结合具体的形象，运用不同的色调，让观众产生不同的生理反映和心理联想，树立牢固的商品形象，产生悦目的亲切感，吸引与促进消费者的购买欲望。
Color is the first key to grasp people's vision in color page printing, and it is also the key to a set of advertising forms. A set of personalized color is often more able to grasp the sight of consumers. By combining the specific image and using different colors, the color can make the audience have different physiological reactions and psychological associations, establish a solid commodity image, and create a pleasant and cordial feeling To attract and promote consumers' purchase desire.
色彩不是孤立存在的，它必须体现商品的质感、特色，又能美化装饰广告版面，同时要与环境、气候、欣赏习惯等方面相适应的，还要考虑到远、近、大、小的视觉变化规律，使广告更富于美感，作为广告的一个重要组成部分。
Color does not exist in isolation. It must reflect the texture and characteristics of commodities, beautify the layout of decorative advertisements, adapt to the environment, climate, appreciation habits and other aspects, and take into account the laws of far, near, large and small visual changes to make advertisements more aesthetic, as an important part of advertisements.
一般所说的彩页印刷平面设计色彩主要是以企业标准色，商品形象色，以及季节的象征色、流行色等作为主色调，采用对比强的明度、纯度和色相的对比，突出画面形象和底色的关系，突出广告画面和周围环境的对比，增强广告的视觉效果。
Generally speaking, the color of the color page printing graphic design mainly takes the standard color of the enterprise, the color of the commodity image, the symbolic color of the season, the popular color and so on as the main color, uses the contrast of the brightness, purity and the color phase with strong contrast, highlights the relationship between the image and the background color, highlights the contrast between the advertising image and the surrounding environment, and enhances the visual effect of the advertisement.