The Purpose and Power of Color in Industrial Design: 工业设计中色彩的目的和力量:
Encouraging the Meaningful Use of Color in Design Education 在设计教育中鼓励色彩的有效运用 Jason A. Morris, Assistant Professor
莫里斯, 助理教授
Western Washington University Western Washington University
Color may be the most influential factor in the decision to buy, or not to buy. In Malcolm Gladwell’s book, Blink: The Power of Thinking without Thinking, he suggests that when presented with a choice, the subconscious mind makes a decision within just a few seconds. Even before one rationalizes and investigates the choices, through rapid cognition, the mind has already been made up. In relation to industrial design, that critical decision is the purchasing decision. Within those first few seconds the majority of the information that is available is visual information and one of the most dominant aspects of that visual information is color. So, considering this, the application of color and finish in design becomes much more important than one first thought. 颜色可能是决定购买或不买的最有影响的因素。在马尔科姆. 格拉德威尔的书《眨眼: 思考的力量》中, 他建议, 当提出选择时, 潜意识会在短短几秒钟内做出决定。即使在一个合理化和调查的选择, 通过快速的认知, 头脑已经被弥补。在工业设计方面, 关键决策是购买决策。在最初的几秒钟内, 大部分可用的信息是视觉信息, 而其中最主要的方面是视觉信息的颜色。因此, 考虑到这一点, 色彩和完成在设计中的应用变得比第一个念头更重要。
The Power of Color
Color can dominate all other factors of a product designs success. One might not buy or drive a Porsche if it were a hideous color, despite the quality of manufacture and engineering, prestige of the name, or the high performance. The same is true with home appliances, consumer electronics, soft goods, sports equipment, shoes, and practically every area of industrial design. A poor choice of color and finish can make or break the success of a product.
颜色可以控制产品设计成功的所有其他因素。一个人可能不会购买或驾驶一辆保时捷, 如果它是一个可怕的颜色, 尽管质量的制造和工程, 信誉的名称, 或高性能。家用电器、消费类电子产品、软商品、运动器材、鞋类以及工业设计的各个领域都是如此。颜色和光洁度的选择不当会使产品成功或失败。
So why do industrial design students spend most of the time in school exploring form and usability, and color becomes a last-minute afterthought? How many times have students presented a design, and instead of making a considerate decision on a color, have shown it in a rainbow of seven arbitrary colors? How can educators encourage their students (or design managers lead their design staff) to make the choice and application of color more intentional? 那么, 为什么工业设计的学生大部分时间都花在学校探索形式和可用性上, 而色彩成为最后一刻的事后反思呢？有多少次学生提出了一个设计, 而不是做一个体贴的决定颜色, 已经显示在彩虹七任意颜色？教育工作者如何鼓励他们的学生 (或设计经理领导他们的设计人员), 使颜色的选择和应用更有目的性？
The main reason for this attitude is that students tend to view color as purely subjective decoration, and simply a matter of personal preference. However, colors chosen for a design can be meaningful, purposeful, and even functional. The goal is for students to understand that choosing color in design is an objective decision and that this consideration is as important as the function and form. By understanding the purposes of color, students can then practice how to apply them to their design.
这种态度的主要原因是学生倾向于把色彩看成纯粹的主观装饰, 而仅仅是个人偏好的问题。然而, 为设计选择的颜色可以有意义, 有目的, 甚至功能。目的是让学生理解在设计中选择颜色是一个客观的决定, 而这种考虑与功能和形式一样重要。通过了解颜色的目的, 学生可以练习如何将它们应用到他们的设计中。
This paper attempts to define and categorize the application of color as it can be used in industrial design. It differs from traditional discussion of color, which is usually from the viewpoint of the two-dimensional artist, because industrial design deals with functional three-dimensional objects. It offers examples of each category and suggestions for engaging design students in the meaningful use of color in industrial design. In this paper “color” refers to not just hue, but also value, chroma (saturation), and finish.
本文试图对颜色的应用进行定义和分类, 因为它可以用于工业设计。它不同于传统的讨论颜色, 这通常是从 two-dimensional 艺术家的观点, 因为工业设计处理功能的三维物体。它提供了每个类别的例子, 并建议让设计学生在工业设计中有意义地使用色彩。本文的颜色不仅指色相, 还有值、色度饱和度和光洁度。
The following is a discussion of ten ways that color can be purposefully used in industrial design. 下面讨论了十种颜色可以有目的地用于工业设计的方法。
1. Color as association
1. 颜色作为协会
Color can have high emotional and symbolic associations. It can be applied in design to conjure up soothing emotions or vivid memories to the user. These associations vary by culture, geography, and generation. These emotions seem to come from general associations the mind makes with that color, though long-term memories. These memories were developed throughoutour lifetime through repetition or specific indelible events.
颜色可以有高情感和象征性的联想。它可以应用在设计, 以召唤舒缓的情绪或生动的记忆给用户。这些关联因文化、地理和世代而异。这些情绪似乎来自一般的联想, 头脑用那种颜色, 虽然长期的记忆。这些记忆是通过重复或特定的不可磨灭的事件在我们的一生中发展起来的。
For instance, when asked to describe what they like about the Apple iPod, most people say that itlooks clean. Why is this a common description? Consider the material, finish, and colors. It is glossy white and polished stainless metal. For most people in America, every morning of every day of their lives they spend time cleaning themselves in a room that is usually made of white porcelain with polished metal fixtures. The bathroom is a place of cleaning and cleanliness, and this association is engrained deeply into the mind.
例如, 当被要求描述他们喜欢苹果 iPod 的时候, 大多数人都说它看起来很干净。为什么这
是一个常见的描述？考虑材料、光洁度和颜色。它是光滑的白色和抛光的不锈钢金属。对于大多数美国人来说, 每天早上他们的生活, 他们花时间清洁自己的房间, 通常是由白色瓷与抛光金属夹具。浴室是一个清洁和清洁的地方, 这个协会是根深蒂固深入的思想。
Colors can also be meaningful by associated symbolism. This is particularly true with national flags. In the African country of Cameroon, for instance, the national flag consists of three panels of green, yellow, and red. For the Africans, green is symbolic for the vegetation, growth, and prosperity. The yellow represents the Sun and the happiness it brings. Red represents unity of the African people. This brings significant symbolic meaning, recalling history, struggle, and pride. 颜色也可以由相关的象征意义。国旗的情况尤其如此。例如, 在喀麦隆的非洲国家, 国旗由三个绿色、黄色和红色的面板组成。对非洲人来说, 绿色是植被、生长和繁荣的象征。黄色代表太阳和它带来的幸福。红色代表非洲人民的团结。这带来了重要的象征意义, 回顾历史、斗争和自豪感。
The following are some common associations with colors in Western culture: 以下是一些常见的联想与颜色在西方文化:
Color----- Common Associations -----Emotions and Symbolism red ----blood, fire, lava, roses, apples, lady bug, ball, balloon, sports car
warmth, passion, love, stimulating, vigorous, exciting, irritating, danger, courage
颜色-----共同的协会-----情感和象征主义 红----血, 火, 熔岩, 玫瑰, 苹果, 女士 臭虫, 球, 气球, 运动车 温暖, 激情, 爱, 刺激, 活力, 刺激, 刺激, 危险, 勇气
orange
fire, sunset, orange (fruit), tiger
(Bengal), pumpkins, autumn heat, burning, glory, laughter, harvest, happiness 橙
火, 日落, 桔子 (果子), 老虎
(孟加拉), 南瓜, 秋天热, 燃烧, 荣耀, 笑声, 收获, 幸福
Yellow
sunlight, daffodils, cheese, duck, birds
brightness, liveliness, joy, happiness, egotist, intelligence, cowardice, decay, sickness 黄色
阳光, 水仙花, 奶酪, 鸭子, 鸟儿 明亮, 活泼, 快乐, 快乐, 者, 智力, 懦弱, 腐朽, 疾病
yellow/green
spring leaves, amphibians
growth, youth, verdant, fresh, cheerfulness, peace, faith
黄色\\/绿色
春天叶子, 两栖动物
成长, 青春, 青翠, 清新, 快乐, 和平, 信仰
green leaves, grass, evergreens, frogs, pears
restful, growth, relaxation, efficient, quiet, victory, environmental
绿叶, 草, 常青树, 青蛙, 梨
宁静, 成长, 放松, 高效, 安静, 胜利, 环境
green/blue
sea, Caribbean ocean, turquoise cool, clean, mystery, song, poetry, aloofness blue blueberries, water, sky, sea, ocean
loyalty, cool, spaciousness, safe, conservative, sensible, spirituality, serenity, mystery, truth
绿色\\/蓝色
海, 加勒比海, 绿松石凉爽, 干净, 神秘, 歌曲, 诗歌, 超然 蓝蓝莓, 水, 天, 海, 海洋
忠诚, 冷静, 宽敞, 安全, 保守, 理智, 灵性, 宁静, 神秘, 真理
violet/purple
grapes, royalty, scarlet
dignified, regal, seductive, richness, melancholy, aesthetic, sadness, piety
紫\\/紫
葡萄, 皇室, 猩红
端庄, 高贵, 诱人, 丰富, 忧郁, 审美、悲伤、虔诚
pink
Barbie, young girls, pigs feminine, delicate, youthful, romantic, sweet brown earth, dirt, wood, bread, dogs, bears,
leather, chocolate grounded, earthy, soft, furry, substance, stability 粉红色
芭比娃娃, 年轻的女孩, 猪的女性, 细腻, 年轻, 浪漫, 甜 棕土, 泥土, 木头, 面包, 狗, 熊,
皮革, 巧克力接地, 泥土, 柔软, 毛茸茸, 物质, 稳定
black
night, olives, dominoes, shadow,
tuxedo mourning, dignity, death, formal, classic, elegant 黑
夜晚, 橄榄, 多米诺骨牌, 阴影,
礼服哀悼, 尊严, 死亡, 正式, 经典, 典雅
white
clouds, milk, snow, polar bears, swans,
sheep, porcelain, doves purity, clean, holy, winter 白色
云, 牛奶, 雪, 北极熊, 天鹅,
绵羊, 瓷器, 鸽子纯洁, 干净, 圣洁, 冬天
gray
fog, shadow, elephant, pavement
practical, timeless, classic, ambivalent, distance, shadowy
灰色
雾、影、象、路面
实用的, 永恒的, 经典的, 矛盾的, 距离 阴暗
silver
silver, platinum, steel, spoon, faucets classic, cool, strength, value, high tech 银
银, 铂, 钢, 匙, 水龙头经典, 凉爽, 强度, 价值, 高科技 gold
gold, jewelry, coins value, rich, preciousness, radiant, warm 黄金
黄金, 首饰, 硬币价值, 丰富, 珍贵, 容光焕发, 温暖
2. Color as user interface
2. 颜色作为用户界面
Color can give cues as to how to operate a machine or an appliance. Even without understanding of the function of a form, a contrasting colored feature indicates how and what to do. A green button usually indicates “go” or “start,” a red button may indicate “stop” or on a triggermay mean, “fire.” Our traffic lights use green, yellow, and red to direct drivers with color cues. 颜色可以给出如何操作机器或装置的提示。即使没有对表单功能的理解, 对比的彩色特征也会显示出如何和怎样做。绿色按钮通常表示 go 或启动, 红色按钮可能表示停止或在触发器上可能意味着开火。我们的交通信号灯使用绿色、黄色和红色来引导司机用颜色提示。