整理：設計與設計師（ID：Design-Designer）
作者： Alina Arhipova
略作刪減，版權歸原作者所有，轉載請註明出處。
Color in Design: Influence on Users’ Actions
設計中的色彩：色彩對用戶行為產生的影響
The article is devoted to the issue of using various colors in user interfaces and branding design, associations and the influence of color choice on user behavior.
本文著重探討了UI和品牌設計中使用不同色彩的問題，以及色彩選擇對用戶行為的影響。
Every single day we’re surrounded by various colors from everywhere. If you take a closer look at the things around, they may surprise you with a number of colors and shades. People may not notice how colorful everyday things are but the colors have the significant impact on our behavior and emotions. Today our article is devoted to the science studying this issue called color psychology. Let’s define the meaning of the colors and review some tips on choosing suitable colors for the design.
我們的生活每天都被各種各樣的色彩所包圍。如果你仔細看看周圍的東西，他們的一些顏色和色調可能會讓你大吃一驚。人們可能不會注意到日常事物是多麼的豐富多彩，但色彩對我們的行為和情感有著重要的影響。這篇文章致力於研究這個稱為色彩心理學的科學，稱為色彩心理學。讓我們定義色彩的含義，並回顧一些為設計選擇合適顏色的技巧。
What is color psychology?
什麼是色彩心理學？
It’s a branch of psychology studying the influence of colors on human mood and behavior. The thing is that our mind reacts to colors while we usually do not notice it. The moment our eyes perceive a color, they connect with the brain which gives signals to the endocrine system releasing hormones responsible for the shifts in mood and emotions. These days a lot of research is conducted in order to study the peculiarities of these reactions and there are already many theories useful to learn. Color psychology is helpful in many industries including business, marketing, and design.
色彩心理學是心理學的一個分支，主要研究色彩對人類情緒和行為的影響。事實上我們的思維會對色彩反應，而我們通常沒有注意到它。它們就會與大腦聯絡起來，大腦會向內分泌系統發出信號，釋放負責情緒和情緒變化的激素。近年來，為了研究這些反應的特點，人們進行了大量的研究，已經有許多有用的理論可供學習。色彩心理學對包括商業、營銷和設計在內的許多行業都有幫助。
The success of the product depends largely upon the colors chosen for the design. The properly selected colors help put users in the frame of mind that compels them to take action. The research provided by Colorcom showed that it takes only 90 seconds for people to make a subconscious judgment about a product and between 62% and 90% of that assessment is based on color alone. So, the basic knowledge of color psychology can be useful on the way of improved conversion for your product. Moreover, accurately chosen colors can advance the usability of the product.
產品的成功在很大程度上取決於為設計選擇的色彩。正確選擇的色彩有助於讓用戶進入迫使他們採取行動的心境。Colorcom提供的研究數據表明，人們對產品進行潛意識判斷只需要90秒，而其中62％至90％的評估是基於色彩的。因此，色彩心理學的基本知識對於改進產品轉換的方式非常有用。此外，精確選擇顏色可以提高產品的可用性。
Meaning of colors
色彩的含義
To convey the right tone, message and call users to make the expected action, designers need to understand what colors mean and what reaction they evoke. In one of our previous articles, we’ve demonstrated you the list of colors with brief descriptions of their meanings. Today we have prepared a bit more expanded list of color meanings in common use and in design.
為了傳達正確的色調、資訊並號召用戶做出預期的動作，設計師需要了解色彩的含義以及所引起用戶的反應。在我們之前的一篇文章中，我們已經向您展示了一系列顏色，並簡要描述了它們的含義。今天，我們列舉了一些更廣泛的顏色含義的常用和設計。
Red
紅色
The color usually associates with passionate, strong, or aggressive feelings. It symbolizes both good and bad states of mind and soul including love, confidence, passion and anger. In design, the use of red color is an effective way to draw users’ attention. Also, it’s recommended to use red sparingly to avoid the negative reactions.
紅色通常與熱情，強烈或帶有侵略性的感覺聯絡在一起。它象徵著思想和靈魂的好壞狀態，包括愛，信心，激情和憤怒。在設計中，使用紅色是吸引用戶注意的有效門路。此外，建議謹慎使用紅色以避免負面反應。
Toonie Alarm app tutorial
Orange
橙色
It is an energetic and warm color bringing the feelings of excitement. Orange combines red’s power and yellow’s friendliness, so it may bring feelings of motivation, enthusiasm, and love to life. Designers use the color if they need to give the spirit of creativity and adventure.
橙色是一種充滿活力和溫暖的顏色，給人帶來興奮的感覺。橙色結合了紅色的力量和黃色的友善，所以它可以給生活帶來動力、熱情和愛的感覺。如果設計師需要為作品賦予創意和冒險精神，他們就會使用這種顏色。
fOxygenic Logo
Yellow
黃色
This is the color of happiness which symbolizes the sunlight, joy, and warmth. Yellow is thought to be the easiest color to visibly see. What’s more, it has one of the most powerful psychological meanings. Users seeing yellow colors in the design can feel the inspiration and confidence. Although, you need to remember that too much yellow may bring negative reactions such as the feeling of anxiety or fear.
黃色是幸福的顏色，象徵著陽光、歡樂和溫暖。黃色被認為是肉眼最容易看到的顏色。更重要的是，黃色有一個最強大的心理學意義。用戶在設計中看到黃色可以感受到靈感和自信。但是，你也需要記住，使用過多的黃色也可能會帶來負面反應，如帶來焦慮、恐懼的感覺。
StarDust website
Green
綠色
It’s often called the color of nature, balance, and harmony. Green brings calming and renewing feelings. Also, it is a sign of growth and inexperience. It has more positive energy than most other colors but sometimes it associates with materialism. Design in green colors perfectly suits to the products connected with nature.
綠色通常被稱為自然，平衡，和諧的顏色，綠色給人帶來平靜新生的感覺。同時，也是成長和缺乏經驗的表現。有時與唯物主義聯絡在一起，讓它比大多數其他顏色擁有更多的正能量，但。綠色設計完全適合與自然相關的產品。
Big City Guide: Stockholm
Blue
藍色
It often represents some corporate images since the blue is the color of trust. It usually shows reliability, may give users calming feelings. However, as a cool color, it also associates with distance and sadness, so designers need to keep it in balance.
藍色經常被用作一些公司的形象色，因為藍色象徵著信任。藍色通常表現出可靠性，可能能給用戶帶來平靜的感覺。然而，作為一種冷色調，藍色也經常與距離和悲傷聯絡在一起，所以設計師在使用藍色時需要保持它的平衡。
Design for Business E-book
Purple
紫色
Long associated with royalty and wealth since many kings wore purple clothes, it’s useful for presenting some luxurious products. It’s also a color of mystery and magic. It mixes the energy of red and blue, so it has a balance of power and stability. A big concentration of the color may distract users’ mind.
由於許多國王都穿紫色的衣服，因此紫色長期與皇室和財富聯絡在一起，紫色經常用於展示一些奢侈品。紫色也是一種充滿神秘感和魔力的顏色。它混合了紅色和藍色的能量，所以它有一種力量和穩定的平衡感。顏色過於集中可能會分散用戶的注意力。
Night in Berlin App
Pink
粉紅色
It is the color of hope, sensitivity, and romance. Pink is much softer than red, so it creates the sense of unconditional love. Pink is associated very strongly with youthful femininity, so it may be an effective color if the target audience is mostly girls and young women.
粉紅色是希望，敏感和浪漫的顏色。粉紅色比紅色柔軟，因此粉紅色營造了一種無條件的愛的感覺。粉紅色與年輕女性氣質密切相關，因此如果目標受眾主要是女孩和年輕女性，它可能是一種合適的顏色。
Dating App
Brown
棕色
The color of security and protection like the mother Earth. Designers commonly use brown as a background color in a variety of shades, from very light to deep. It brings the feeling of warmth and comfort to the designs. Also, it may be used to show the experience and reassurance.
像地球母親一樣安全和保護的顏色。設計師通常使用棕色作為背景顏色，從淺到深的各種陰影色調。棕色為設計帶來溫暖和舒適的感覺。此外，棕色可能用於表示經驗和肯定。
Jewelry E-Commerce App
Black
黑色
The color has a great number of meanings. It associates with tragic situations and death. It signifies a mystery. It can be traditional, modern, serious. Everything depends on how you employ it and which colors go with it. Black matches well with any other color, so it’s ideal for the background. Designers often use it to set contrasts.
黑色有很多含義。黑色可以與悲劇和死亡聯絡在一起。黑色象徵著神秘。可以是傳統的，現代的，嚴肅的。一切都取決於你如何使用它，以及用什麼顏色搭配。黑色與其他任何顏色搭配都很合適，所以它是理想的背景色。設計師經常用它來設置對比度。
Vinny’s Bakery
White
The color means purity and innocence, as well as wholeness and clarity. White often associates with a blank sheet of paper motivating people to generate new ideas. However, too much white can cause the feelings of isolation and emptiness. In design, white is commonly used as the background color especially for the resources for which readability is a vital part.
白色意味著純潔和純真，也意味著完整和清晰。白色經常與白紙聯絡在一起，鼓勵人們提出新的想法。然而，太多的白色會導致孤立和空虛的感覺。在設計中，白色通常被用作背景顏色，特別是對於可讀性有強烈要求的資源。
Bjorn website
Color meanings in branding
品牌中的色彩含義
Colors are a vital factor for not only the visual appearance of products but also brand recognition. Nevertheless, in branding, colors tend to have more direct meanings than in common understanding. They can be briefly described within a few words, so here is the list for you:
色彩不僅是產品視覺外觀的重要因素，也是品牌識別的重要因素。然而，在品牌化過程中，色彩的含義往往比人們通常理解的含義更直接。可以簡單地用幾個詞來描述，以下是給出的列表:
- Red. Confidence, youth, and power.
- 紅色。自信，年輕，力量
- Orange. Friendly, warm, and energetic.
- 橙色。友好，溫暖，活力。
- Yellow. Happiness, optimism, and warmth.
- 黃色。幸福，樂觀，溫暖。
- Green. Peace, growth, and health.
- 綠色。和平，生長，健康。
- Blue. Trust, security, and stability.
- 藍色。信任，安全，穩定
- Purple. Luxurious, creative, and wise.
- 紫色。豪華，富有創意，聰明。
- Black. Reliable, sophisticated, and experienced.
- 黑色。可靠，老練，有經驗的
- White. Simple, calm, and clean.
- 白色。簡單，平靜，乾淨。
Realli logo animation
Color Preferences
色彩偏好
Visual perception is quite individual for everyone. Designers need to remember that the color effects may be different because of the factors such as age, culture, and gender. First of all, people’s preferences can shift during the life whatever the object is, let’s say, food, clothes, music, colors and plenty of other aspects. It is caused by both mental and physical changes that happen to us across the lifetime. For example, children like yellow color pretty much, but as we become adults it usually seems less attractive. Faber Birren explains it in his work Color Psychology and Color Therapy: 「With maturity comes a greater liking for hues of shorter wavelength (blue, green, purple) than for hues of longer wavelength (red, orange, and yellow)」. One more difference between children’s perception and adult is that kids can change their favorite colors fast, while adult color preference is usually non-malleable.
視覺感知對每個人來說都是因人而異的。設計師需要記住，顏色的效果可能會因年齡、文化和性別等因素而有所不同。首先，在生活中，無論對象是什麼，例如食物、衣服、音樂、顏色和其他很多方面，人們的偏好都會發生變化。它是由我們一生中發生的心理和生理變化引起的。例如，孩提時期非常喜歡黃色，但當我們長大成人後，黃色就不那麼有吸引力了。Faber Birren在他的著作《色彩心理學與色彩療法》中解釋道:「隨著年齡的增長，人們會更喜歡波長較短的色彩(藍色、綠色、紫色)，而不是波長較長的色彩(紅色、橙色和黃色)。」兒童和成人感知的另一個區別是，兒童可以快速改變他們喜歡的顏色，而成人的色彩偏好通常是不可改變的。
Also, designers need to consider that there are many cultural differences and color perception is not an exception. Sometimes cultures define colors diversely, for example, in Western countries, white color means happiness and purity, while in some Asian countries it symbolizes death. You can find many examples of how different may the meanings be in countries but it would take a whole article to tell about it, so if you’re interested in the topic.
同樣，設計師也需要考慮到許多不同的文化差異，色彩感知也不例外。有時不同的文化對顏色有不同的定義，例如，在西方國家，白色意味著幸福和純潔，而在一些亞洲國家，白色象徵死亡。你可以找到很多例子來說明不同國家的意義有多麼不同，這也許需要一篇完整的文章來講述。
Another point on the color preferences is gender. Many color studies have been done over the years and a lot of them say that the color preferences of women and men significantly differ. The Color Assignment group has conducted a deep research on this topic and many designers already use the results in the creative process. We’ve defined the most notable things from the research to share with you.
關於影響色彩偏好的另一關鍵點是性別。多年來，人們做了許多關於顏色的研究，其中很多人說，女性和男性對顏色的偏好存在顯著差異。色彩課題組對這一課題進行了深入的研究，許多設計師已經將研究成果運用到創作過程中。我們從研究中定義了最值得注意的部分來與你分享。
Blue is the top color. Both men and women of all ages think of blue as the favored color. The shades of blue such as cerulean, azure, beryl, cornflower blue, and sapphire are popular among women.
藍色是最頂級的顏色。所有年齡段的男性和女性都認為藍色是最受歡迎的顏色。蔚藍色，天藍色，綠柱石，矢車菊藍色和藍寶石等藍色色調在女性中很受歡迎。
Brown and orange are in dislike. The first one considered less favorable among men, the second – among women.
棕色和橙色不受歡迎。第一種顏色在男性中不太受歡迎，第二種顏色在女性中不太受歡迎。
Cool colors are preferred. Men and women favor blue, green and their tints in general.
冷色是首選。男性和女性通常都喜歡藍色、綠色和它們的色調。
Women like tints. When men prefer pure or shaded colors, ladies are good with tints.
女性喜歡淡色。相比男性喜歡純色或深色調，女性則更喜歡淺色調。
Men prefer achromatic colors. White, black and gray are neutral colors and men are keen to choose them.
男士喜歡無彩色。白色，黑色和灰色是中性色，男性更熱衷於選擇它們。
Favorite colors
最喜歡的顏色
Least favorite colors
最不喜歡的顏色
It’s vital to consider color preferences of the target audience while creating UI and UX design since it helps to avoid negative reactions and associations.
在進行UI和UX設計時，考慮目標受眾的顏色偏好是至關重要的，因為這有助於避免消極反應和產生聯想。
Points to consider
注意事項
Color psychology is rather complex to understand and learn. However, it may become an efficient tool in designers’ hands helping to understand users and their demands. Summarizing the article, here is the list of useful things to consider:
色彩心理學的理解和學習是相當龐雜的。然而，它可能成為設計師手中一個幫助了解用戶和他們需求的有效工具。文章結尾，這裡是一些有用注意事項:
- Choose the colors wisely. They have a deep influence on the users.
- 選擇顏色要明智。它們對用戶會產生很深的影響。
- Make sure your design and its colors convey the right message and tune.
- 確保你的設計和色彩傳達了正確的資訊和基調。
- Learn your target audience. The color preferences and meanings depend on many factors including age, gender, and culture.
- 了解你的目標受眾。色彩偏好和含義取決於許多因素，包括年齡、性別和文化。
- Some colors may look different on the screens of different devices. Additional testing never hurts.
- 有些顏色在不同設備的螢幕上可能會有差異。額外的測試沒有壞處。
- It may be a good idea to test the UI colors with representatives of the target audience.
- 用目標受眾的代表樣本來測試UI色彩可能是一個好主意。
- Try to make the color combinations wisely, in the best way for the users’ perception.
- 明智地進行顏色組合，以最佳的方式滿足用戶的感知。
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