整理：设计与设计师（ID：Design-Designer）

作者： Alina Arhipova

Color in Design: Influence on Users' Actions

设计中的色彩：色彩对用户行为产生的影响

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.

本文着重探讨了UI和品牌设计中使用不同色彩的问题，以及色彩选择对用户行为的影响。

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.

我们的生活每天都被各种各样的色彩所包围。如果你仔细看看周围的东西，他们的一些颜色和色调可能会让你大吃一惊。人们可能不会注意到日常事物是多么的丰富多彩，但色彩对我们的行为和情感有着重要的影响。这篇文章致力于研究这个称为色彩心理学的科学，称为色彩心理学。让我们定义色彩的含义，并回顾一些为设计选择合适颜色的技巧。

What is color psychology?

什么是色彩心理学？

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.

色彩心理学是心理学的一个分支，主要研究色彩对人类情绪和行为的影响。事实上我们的思维会对色彩反应，而我们通常没有注意到它。它们就会与大脑联系起来，大脑会向内分泌系统发出信号，释放负责情绪和情绪变化的激素。近年来，为了研究这些反应的特点，人们进行了大量的研究，已经有许多有用的理论可供学习。色彩心理学对包括商业、营销和设计在内的许多行业都有帮助。

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.

产品的成功在很大程度上取决于为设计选择的色彩。正确选择的色彩有助于让用户进入迫使他们采取行动的心境。Colorcom提供的研究数据表明，人们对产品进行潜意识判断只需要90秒，而其中62％至90％的评估是基于色彩的。因此，色彩心理学的基本知识对于改进产品转换的方式非常有用。此外，精确选择颜色可以提高产品的可用性。

Meaning of colors

色彩的含义

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.

为了传达正确的色调、信息并号召用户做出预期的动作，设计师需要了解色彩的含义以及所引起用户的反应。在我们之前的一篇文章中，我们已经向您展示了一系列颜色，并简要描述了它们的含义。今天，我们列举了一些更广泛的颜色含义的常用和设计。

Red

红色

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.

红色通常与热情，强烈或带有侵略性的感觉联系在一起。它象征着思想和灵魂的好坏状态，包括爱，信心，激情和愤怒。在设计中，使用红色是吸引用户注意的有效途径。此外，建议谨慎使用红色以避免负面反应。

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.

橙色是一种充满活力和温暖的颜色，给人带来兴奋的感觉。橙色结合了红色的力量和黄色的友善，所以它可以给生活带来动力、热情和爱的感觉。如果设计师需要为作品赋予创意和冒险精神，他们就会使用这种颜色。

fOxygenic Logo

Yellow

黄色

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.

黄色是幸福的颜色，象征着阳光、欢乐和温暖。黄色被认为是肉眼最容易看到的颜色。更重要的是，黄色有一个最强大的心理学意义。用户在设计中看到黄色可以感受到灵感和自信。但是，你也需要记住，使用过多的黄色也可能会带来负面反应，如带来焦虑、恐惧的感觉。

StarDust website

Green

绿色

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.

绿色通常被称为自然，平衡，和谐的颜色，绿色给人带来平静新生的感觉。同时，也是成长和缺乏经验的表现。有时与唯物主义联系在一起，让它比大多数其他颜色拥有更多的正能量，但。绿色设计完全适合与自然相关的产品。

Big City Guide: Stockholm

Blue

蓝色

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.

蓝色经常被用作一些公司的形象色，因为蓝色象征着信任。蓝色通常表现出可靠性，可能能给用户带来平静的感觉。然而，作为一种冷色调，蓝色也经常与距离和悲伤联系在一起，所以设计师在使用蓝色时需要保持它的平衡。

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.

由于许多国王都穿紫色的衣服，因此紫色长期与皇室和财富联系在一起，紫色经常用于展示一些奢侈品。紫色也是一种充满神秘感和魔力的颜色。它混合了红色和蓝色的能量，所以它有一种力量和稳定的平衡感。颜色过于集中可能会分散用户的注意力。

Night in Berlin App

Pink

粉红色

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.

粉红色是希望，敏感和浪漫的颜色。粉红色比红色柔软，因此粉红色营造了一种无条件的爱的感觉。粉红色与年轻女性气质密切相关，因此如果目标受众主要是女孩和年轻女性，它可能是一种合适的颜色。

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.

像地球母亲一样安全和保护的颜色。设计师通常使用棕色作为背景颜色，从浅到深的各种阴影色调。棕色为设计带来温暖和舒适的感觉。此外，棕色可能用于表示经验和肯定。

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.

黑色有很多含义。黑色可以与悲剧和死亡联系在一起。黑色象征着神秘。可以是传统的，现代的，严肃的。一切都取决于你如何使用它，以及用什么颜色搭配。黑色与其他任何颜色搭配都很合适，所以它是理想的背景色。设计师经常用它来设置对比度。

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.

白色意味着纯洁和纯真，也意味着完整和清晰。白色经常与白纸联系在一起，鼓励人们提出新的想法。然而，太多的白色会导致孤立和空虚的感觉。在设计中，白色通常被用作背景颜色，特别是对于可读性有强烈要求的资源。

Bjorn website

Color meanings in branding

品牌中的色彩含义

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:

色彩不仅是产品视觉外观的重要因素，也是品牌识别的重要因素。然而，在品牌化过程中，色彩的含义往往比人们通常理解的含义更直接。可以简单地用几个词来描述，以下是给出的列表:

• Red. Confidence, youth, and power.
• 红色。自信，年轻，力量
• Orange. Friendly, warm, and energetic.
• 橙色。友好，温暖，活力。
• Yellow. Happiness, optimism, and warmth.
• 黄色。幸福，乐观，温暖。
• Green. Peace, growth, and health.
• 绿色。和平，生长，健康。
• Blue. Trust, security, and stability.
• 蓝色。信任，安全，稳定
• Purple. Luxurious, creative, and wise.
• 紫色。奢华，富有创意，聪明。
• Black. Reliable, sophisticated, and experienced.
• 黑色。可靠，老练，有经验的
• White. Simple, calm, and clean.
• 白色。简单，平静，干净。

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.

视觉感知对每个人来说都是因人而异的。设计师需要记住，颜色的效果可能会因年龄、文化和性别等因素而有所不同。首先，在生活中，无论对象是什么，比如食物、衣服、音乐、颜色和其他很多方面，人们的偏好都会发生变化。它是由我们一生中发生的心理和生理变化引起的。例如，孩提时期非常喜欢黄色，但当我们长大成人后，黄色就不那么有吸引力了。Faber Birren在他的著作《色彩心理学与色彩疗法》中解释道:“随着年龄的增长，人们会更喜欢波长较短的色彩(蓝色、绿色、紫色)，而不是波长较长的色彩(红色、橙色和黄色)。”儿童和成人感知的另一个区别是，儿童可以快速改变他们喜欢的颜色，而成人的色彩偏好通常是不可改变的。

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.

同样，设计师也需要考虑到许多不同的文化差异，色彩感知也不例外。有时不同的文化对颜色有不同的定义，例如，在西方国家，白色意味着幸福和纯洁，而在一些亚洲国家，白色象征死亡。你可以找到很多例子来说明不同国家的意义有多么不同，这也许需要一篇完整的文章来讲述。

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.

关于影响色彩偏好的另一关键点是性别。多年来，人们做了许多关于颜色的研究，其中很多人说，女性和男性对颜色的偏好存在显著差异。色彩课题组对这一课题进行了深入的研究，许多设计师已经将研究成果运用到创作过程中。我们从研究中定义了最值得注意的部分来与你分享。

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.

蓝色是最顶级的颜色。所有年龄段的男性和女性都认为蓝色是最受欢迎的颜色。蔚蓝色，天蓝色，绿柱石，矢车菊蓝色和蓝宝石等蓝色色调在女性中很受欢迎。

Brown and orange are in dislike. The first one considered less favorable among men, the second – among women.

棕色和橙色不受欢迎。第一种颜色在男性中不太受欢迎，第二种颜色在女性中不太受欢迎。

Cool colors are preferred. Men and women favor blue, green and their tints in general.

冷色是首选。

Women like tints. When men prefer pure or shaded colors, ladies are good with tints.

女性喜欢淡色。相比男性喜欢纯色或深色调，女性则更喜欢浅色调。

Men prefer achromatic colors. White, black and gray are neutral colors and men are keen to choose them.

男士喜欢无彩色。白色，黑色和灰色是中性色，男性更热衷于选择它们。

Favorite colors

最喜欢的颜色

Least favorite colors

最不喜欢的颜色

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.

在进行UI和UX设计时，考虑目标受众的颜色偏好是至关重要的，因为这有助于避免消极反应和产生联想。

Points to consider

注意事项

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:

色彩心理学的理解和学习是相当复杂的。然而，它可能成为设计师手中一个帮助了解用户和他们需求的有效工具。文章结尾，这里是一些有用注意事项:

• Choose the colors wisely. They have a deep influence on the users.
• 选择颜色要明智。它们对用户会产生很深的影响。
• Make sure your design and its colors convey the right message and tune.
• 确保你的设计和色彩传达了正确的信息和基调。
• Learn your target audience. The color preferences and meanings depend on many factors including age, gender, and culture.
• 了解你的目标受众。色彩偏好和含义取决于许多因素，包括年龄、性别和文化。
• Some colors may look different on the screens of different devices. Additional testing never hurts.
• 有些颜色在不同设备的屏幕上可能会有差异。额外的测试没有坏处。
• It may be a good idea to test the UI colors with representatives of the target audience.
• 用目标受众的代表样本来测试UI色彩可能是一个好主意。
• Try to make the color combinations wisely, in the best way for the users’ perception.
• 明智地进行颜色组合，以最佳的方式满足用户的感知。

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