Label：Color psychology, User Experience, Fashion Trends, Color Matching
Nov 4, 20201420
Since JRPanel has launched international business, we have been exposed to the design of membrane panels from all over the world, many of which are excellent designs, but there are also some designs that make people feel uncomfortable. Today we will expand your knowledge of color matching.
When we talk about color, we talk more about color matching. Although some designers think that some colors are purely aesthetic choices, in fact, colors have a relatively deeper impact on users' psychology and behavior, which will eventually be reflected in user experience and behavioral feedback. The well-thought-out color matching will eventually be promoted from "good" to "excellent". The mediocre color matching will eventually degrade the user experience and even affect the usability of the website itself.
Of course, color theory is a relatively complex subject. From the perspective of user experience, color is far from the dimension of color scheme. Usually, what we talk about most is the psychological effects of different colors, and the mutual influence and accessibility issues when multiple colors are matched. From mastering the basic characteristics of color to understanding the user's psychological characteristics behind the color, you can gradually transition to the most valuable part: creating contrast through unexpected combinations, using coordinated combinations to make people happy, and maximizing specific colors Realize the value and achieve the design goal.
Although the combination of blue/white/grey is a bit overused, these three colors are indeed very practical combinations, and they are very common in the financial industry, because blue is usually closely related to "loyalty and trust."
1. Color psychology and user experience are closely related
In fact, we often discuss the problem of color psychology, but this is not a simple problem in itself. The psychological impact of color is a subjective and complex topic. However, being able to make good use of the knowledge of color psychology can solve more general design problems.
Usually, the designer will control the number of colors to 3 to 4, the individual characteristics and metaphors of each color are very easy to understand, but it is not that simple to match them. By learning basic color psychology, designers can bring out some of the attributes of color itself, but if you want to control it more carefully, you need to know more details and more in-depth knowledge.
The meaning of color itself is easy to learn and remember, and the more subtle meanings can also be applied to digital design.
Although colors such as black, white and gray are widely used as auxiliary colors in different color schemes, users can also perceive them when they occupy a large area or are used as main colors.
2. For different users, the effect of color matching is different
Although they don't want to admit it, designers often ignore the differences in color in different cultures, which must not be ignored.
2.1. The impact of cultural differences on color matching
For example, white is regarded as pure and innocent in the Western world and is related to hope. But in Asia, white is sometimes associated with funerals, and designs dominated by white are often considered not auspicious.
On the other hand, with the popularization of the modernist movement, white also has more modern characteristics. In Japan, white is even combined with local culture, extending more delicate and unique spiritual characteristics. With the development and rise of the field of Japanese post-war design , The meaning of white in this area is even richer.
Green is regarded as a color related to wealth, nature, and vitality in the usual sense, but it is regarded as a sacred color in some religions, and its connotation and extension are also different.
2.2. The impact of history on color matching
The impact of time changes on color matching is more than that. For example, there is a very typical difference in the use of colors between China and Japan. Japan has existed as a vassal state of China for a long period of time in history, which has also made China admire high-saturation orthodox colors since ancient times, while Japan mostly uses secondary colors with low saturation, which can be reflected in the traditional colors of the two countries.
2.3 Gender and color matching
However, the meanings of some colors are not very different in different cultural systems, such as orange. However, when it comes to orange, it is worth mentioning that there are gender differences in the perception of color. According to research, men prefer orange, while women's preference for orange is not as strong as men.
2.4. The impact of fashion trends on color
However, this is a change in a longer dimension. In a short period of time, the trend of popular colors will also have an impact on the use of colors. This kind of influence is very direct. It has a very direct manifestation in the fashion industry, but it also exists in the web and UI design industry.
For example, the Pantone's annual fashion color in 2017 is vegetation green, and the Pantone's annual fashion color in 2018 is ultraviolet light.
The popularity of purple is very obvious in UI design:
Therefore, when you are designing, if your target user group has a clear geographical or gender bias, you can purposefully use this knowledge to avoid design traps, and better utilize the functions and advantages of color itself. If the audience is wide, you can try to use more versatile colors to design.
3. The mood, temperament and advantages of color
The role of color matching in brand vision is self-evident, but the connotation and emotional characteristics of color itself are not all. For example, in an industry where many companies use blue, if your company continues to use blue, it will allow users to "recognize" your field more quickly, but there is a risk of confusion. If you want to stand out visually, you can try different colors.
The meaning of red is very rich, it represents both danger, passion and excitement, and purple has a sense of luxury. Virgin Atlantic uses a slightly purplish red as the design color of the web page, creating a luxurious and passionate atmosphere, positive and high-end.
Although color theory is a relatively complex subject, the basic knowledge is not that complicated. Designers can combine knowledge to use color matching more efficiently and create more diverse and complex color schemes. Well-designed color schemes, especially some unexpected color schemes, not only meet the aesthetic needs, but also have a psychological impact on users, making the brand look more unique and bring a more unique user experience.