Read a little bit of color psychology every day

The implementation of the Internet project, as the role of the project leader such as planning, product managers, project managers, etc. need to build the prototype, the prototype transformation document, as the UI and the development of deliverables. One of the easiest to cause the dispute is the interface elements of the style, hue, color, etc. collectively known as UI design, causing such disputes on the one hand, the project related people in the brain before the product will have different ideal stereotypes, thousands of human interface , on the other hand, is caused by the lack of clarity of the project leader's presentation to the UI designer. Therefore, the project leader to understand more color, learn to project the correct expression of the color of the relevant people, so as to reduce the multiple running-in to improve the efficiency of the iteration is helpful. With this purpose Acetron read the Japanese original Tian Lingren wrote "Every day to understand a little color psychology," and its inclusion in the "Product planning and design" of the beans as the project leader of the reference books. Here is my book of the comb and experience, to give you a share.

From the physical knowledge of the middle school we know three primary colors or three primaries (red, green, blue, this is just thousands of three of the color of the basic varieties, most people include their own color of what is, what is the composition of the elements of color, if the question is to explain the unclear. From the philosophical view of Aristotle's "non-white light is impure" to Newton's "prism experiment" to understand the composition of the seven-shade spectra and then to Mount Searle, set up the color system. The concept of color is defined, and the understanding and application of color is also the process from simple philosophy to modern large-scale industrialization.

1. Three elements of color

Hue: Usually said "red, blue, yellow, green", it is actually the hue of color, a color different from the appearance of another color characteristics

Lightness: The brightness of the color, the highest brightness is white (bright), the lowest is black (dark).

Color: The color of the bright degree, the highest color is pure color, the lowest is gray

The famous Awn value (Munsell value) is expressed numerically using the above three elements of color, namely

Awn value = Hue lightness/color Hue value/chrome (H v)

In a project meeting, brainstorming session, Hue is the most likely word. Hue is actually a combination of color lightness and color. For example, someone needs to say, "The hue is too colourful, dimming some", in fact, he expressed the complete meaning is "the color of colors, the brightness of the color dimming, we can not demand the perfect expression of the color of the specific, but as the project owner is responsible for the needs of people to refine and record.

2, color derivative properties

Since the most important channel for human beings to receive information is eye vision, human visual observation of external objects, natural phenomena, at least more than 80% of the outside information through the visual access, and color vision is a significant component of the visual, people to an object colors even to distort the other intrinsic properties of the object.

1 color makes time faster or slower

Einstein explained his theory of relativity with examples of beautiful women making time faster, we can also apply it to the color of the page design, if you want the page to attract users to browse, hope that users in the page more than a second, you can use cool and refreshing blue tone as the main background, this is generally seen in the homepage of E-commerce site, Because the homepage is the website page biggest navigation and the information architecture chart, we hoped that the user calmly through a page can understand our website the business and the service; If you want users to fast forward to go, want users to jump to the destination page, suggest a practical use of red tone as the main background, This is generally seen in E-commerce website marketing Advertising page, because we want users to see the advertising page after clicking into the Product Details page quickly order;

2 color makes the object heavier or lighter

Color itself is no weight, just different colors will distort people's expectations of the weight of objects, like the size of the box, before moving, the black box is expected to be heavier than the white box. The Web page is always a top-heavy sensation, because the site's designers always consider the first impression is very important, so will be in the first screen of the color hue, brightness, color with some strong to attract users, and the bottom of the page footer some of the color will be lower, or even just some text chain.

3 color makes space larger or smaller

The size and volume of the same object will vary, depending on the color. The lightness of color affects the perception of the size of the area, and the color's color affects the perception of fat and thin. This is reflected in Web site component interaction design. QQ Member "open member button" mouse across the front is a dark red background, mouse stay will increase the brightness, dark red into a bright red, the button to brighten the area at the same time, the abrupt button because the mouse stay to click to become more small, this feeling coincides with the usual user life habits (such as computer power-on power switch). And watercress on the text chain of the interactive processing more delicate, the mouse before is bottomless blue, mouse stop is blue at the end of white text, click is Orange White, click on the gradient for the bottomless black word.

3. Color psychology and user preference

Because of the different latitudes around the world and the difference of sunlight, the different cultural history and religious development and the degree of air scattering have influenced the preference of each nation, region and even country for color. Detail to individual, enterprises, everyone will have their favorite color, and with age, environmental change and change their preference color; each enterprise will pay attention to the visual expression of corporate image, and with business development, strategic positioning to redefine their brand color (such as Apple's industrial design products). The choice of color and the character of the user is always a kind of corresponding relationship, so through the investigation of color preferences we will understand user preferences, demand trade-offs, and even corporate culture.

1 like those warm colors of the user character

Red: outgoing, passionate and just, red because of its special status in China's history and politics more symbolic, such as festive, revolutionary, such as Beijing East, red children

Orange: Competitive, active, never concede, Taobao upside down win

Yellow: Humor, strong working ability, yellow Emperor Lao Zi's exclusive color, QQ yellow diamond distinguished Privilege

2 liking those cool tone user character

Green: Natural, peace, social responsibility, environmental awareness strong, to the housing tenants to find a room, we should see soy bean oil angry green, shoot bricks of the fierce bar

Blue: Politeness, modesty, coordination ability, give a person with stable, reliable feeling, for example Tenpay

Gray: Educated, knowledgeable, Apple's official website to shape the atmosphere

4. Summary of color Learning

The above is combined with the "every day to understand a little color psychology" knowledge and the usual site planning work experience of a collation, as a project to promote the role or product design of the soul, the product can not have skeleton-style product prototype design, but also should give the product blood and meat ideas, and even provisions. In fact, the application of color psychology far more than with the site, such as dress, meeting communication, and even weight loss have a color psychology application of the practice case, if interested please enter the book to explain it, even understand a little.

Source: http://www.ashnotes.com/color-psychology/