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色彩作为一种构成图形的视觉要素能激发人们的心理感受,并随之引发对于色彩的审美偏好。事实上,消费者基于对某产品的色彩偏好而产生购买行为的所占比例也非常之多。在影响人群色彩偏好的诸多因素中,其中针对人群性格和色彩偏好的关系的研究对于品牌的应用价值非常高。因为一般情况下,某一个品牌的消费群体在性格心理和行为模式上往往具有共同点。在强调个性化消费的今天,品牌应该从用户的性格出发去了解用户的色彩偏好,从而更好地去指导自身的产品设计。
Color as a form of graphic visual elements can inspire people’s psychological feelings, and subsequently lead to aesthetic preferences for color. In fact, consumers also have a very large percentage of purchases based on the color preference of a product. Among the many factors affecting the color preference of the crowd, the research on the relationship between the personality and color preference of the crowd has a very high value for the brand. Because under normal circumstances, a certain brand of consumer groups often have in common psychology and behavior patterns. In emphasizing personalized consumption today, the brand should start from the user’s personality to understand the user’s color preferences, so as to better guide their own product design.