On the Psychological Construction of Color in Product Design (I)

[Abstract] Color is a unique emotional language that appeals to the mind. Among the various elements of product design, color is the first to enter human visual organs, and its symbolic influence on human attitudes and behaviors has a profound impact. In modern product design has a role that can not be underestimated.

Keywords: color; symbolism; product design

Color is merely an optical and physical phenomenon. It is itself without a soul. However, because people live in a color world for a long time, they have accumulated a lot of visual experience. Once the visual experience and external color stimuli have a certain echo, it will lead to some emotions in the human mind. Therefore, if the designer makes rational use of human's normal psychological opposition to color, or conforms to his needs, or uses it in the opposite direction, he can design a product that meets people's visual and physiological characteristics.

1 The psychological feeling and symbolism of color

The formal beauty of industrial products is formed by a combination of shapes, colors, patterns, decorations, and other factors. However, among many factors, color plays a decisive role. It can first attract the attention of consumers. And give a deep impression. Psychology studies have shown that human visual organs, in the observation of objects, the color perception within the first 20 seconds accounted for 80%, and the body feeling accounted for 20%; two minutes later, the color accounted for 60%, the body accounted for 40%; after 5 minutes Half of each, and this state will continue to be maintained. It can be seen that the color gives people an impression of how fast, profound and lasting. The color beauty of a product is an important shortcut to the value-added of a product.

Modern psychological research shows that emotion is the brake of people's cognition and behavior. If there is no positive emotion, people's reason will be dormant and refuse to accept outside information. Therefore, only touching the minds of consumers and triggering positive emotions can attract their attention and further generate purchasing behavior. Color is the language of emotions, and it is a very expressive language. If we can skillfully use the laws of color and emotion in product design and give full play to the role of color, we can arouse people’s positive emotions, arouse people’s interest, and deepen people’s interest. The memory affects people's buying decisions and buying behaviors.

1.1 The psychological feeling of color

People live in a color world for a long time and have accumulated a lot of visual experience. When the perceptual experience echoes with the external color stimulus, it will lead to some kind of emotion in the human mind. Each color has its own facial expression. When its purity or brightness changes, or when it is in a different color relationship, the color expression changes. For example, red is a warm, impulsive color, the purity of red is high, the attention is high, and the stimulatory effect is large, it can increase blood pressure, accelerate blood circulation, and have a great encouragement effect on human psychology; yellow is the highest brightness color, in the bright In order to maintain a strong degree of purity. The bright, splendor of yellow, with its sun-like brilliance, symbolizes the light that illuminates the darkness of wisdom; yellow has a golden glow and therefore symbolizes wealth and power. It is the color of pride. Blue is a broad and timeless color. Whether it is dark blue or light blue, it will remind us of the unblemished universe or the flowing atmosphere. Black and white are the final abstractions of color, representing the cathode and anode of the color world. The abstract expression and mystery of black and white seems to be able to exceed the depth of any color. In the color system, gray is the most passive color, it is a completely neutral color, relying on the color of the neighbor to gain life. Gray means that the disappearance of all color contrasts is the most secure place for visual rest.

1.2 Symbolic colors

The emotional factors of color are the accumulation and evolution of human aesthetic experience. With the advancement of human civilization, color has gained the symbolic meaning of conventional conventions. It can profoundly express people's ideas and beliefs. This is the symbolic role of color. White is the color of light, symbolizing purity, truth, innocence, and the sacred spirits. Although white sometimes has a negative meaning - fear, timidity, surrender, bewilderment, and paleness brought about by death, white is still a representation of goodness in all symbolic symbols in black and white. In addition, white is also closely related to various transitional rituals such as baptism, Shi Jian letter ceremony and marriage ceremony, because white represents light and happiness. Black is a sign of evil forces and unhappiness. It represents the dark world brought about by such ominous things as death, ignorance, disappointment, sadness and evil. Blue symbolizes infinity, eternality, truth, dedication, loyalty, purity, chastity, peace, wisdom, and spiritual life. In all colors, the symbolic meaning of gold is consistent and cannot be changed. The close relationship with the sun makes gold a symbol of glory, deity, imperial power, light and truth. In the three primary colors, the symbolic meaning of yellow is always fluctuating, and often changes with the occasion. In addition, different yellows have different meanings. Bright yellow is the color of gold and symbolizes the sun. In China, it is a sign of the center of royalty, virtue, and everything. For the bride, yellow is a good sign of youth, chastity, happiness, and prosperity. In Peking opera, yellow face is the image of a traitor.

However, due to the differences in cultural background, people of different nationalities, religions, and regions will have their own feelings for various colors. Using this conventional knowledge is an effective means of design. Therefore, designers should always collect and learn this aspect. knowledge.

2 Application of Color in Product Design

Color can make people have associations and feelings. In product design, the use of color emotion laws can better express design themes, arouse people's emotions, arouse people's interest in the product, and ultimately affect people's choices. For example, the outstanding case of Apple color case computer: people engaged in design work must be familiar with this kind of Apple computer specifically for graphic design. The previous Apple computers had only a white shell, but in the 9O century, Apple had faced difficulties. In this case, designers changed the original monotonous machine shell to various bright colors and introduced a series of colors. Diversified and even transparent machines have made the current computer cover increasingly colorful. This change has been welcomed by consumers.

The use of color is innovating. It is not based on its own customary color. It does not aim at personal preference for color. The following is a typical counterexample in this respect: In the 1930s, the Ford Motor Company of the United States, who was the first in the industry, produced a famous black T-shaped car, and General Motors, which chased Ford Motor Co., had a large appearance and color. Make efforts to diversify and produce many beautiful light-colored cars. It has succeeded because it meets the demands of the consumer public for changes in aesthetic psychology. As a result, the overwhelming Ford vehicle that was originally overwhelmingly defeated. Statistics show that the ratio of sales between the two fell from 2:1 to 1:6. Ford's failure lies in ignoring changes in demand and ignoring the important position of color in sales. He once said:. If someone asks me what color you like, my answer is 'only black'. It is this well-known phrase that explains the reason for the decline of the Model T car.

The use of color in product design should further study the principles and theories of color, and practice the ability of color expression. Based on the understanding of natural colors, it can refine, exaggerate, and create new color images, which are embodied in the following aspects.

(to be continued)

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