基于移动端的中国人色调偏好研究

THE RESEARCH ON COLOUR TONE PREFERENCE OF CHINESE BASED ON MOBILE TERMINAL

颜色这一概念,通常出现在科学研究领域;色彩,则是在艺术、设计领域的常用表达;色调,即为基于颜色明度和饱和度而分类出来的颜色群。色调偏好是指人在心理上所喜爱或偏好的色调。针对某一人群的色调偏好研究成果,将对各领域色彩设计起到重要的指导作用。本项研究依据“中国人情感色调研究”的十大色调分类,调研基于移动端设备的大样本量色调偏好数据。该研究填补现有相关研究的不足,对目前在消费场景转为移动终端的各类产品设计有着重要的参考作用。研究表明,中国人最喜爱的色调依次为:黑白灰、艳、亮、浅。性别、年龄和居住地均对偏好度有显著影响。年轻女性更偏爱浅色调,男性更偏爱黑白灰色调,该差异亦会随年龄增加而呈现衰减趋势。

Colour tones are color groups classified based on color lightness and saturation.Colour tone preference refers to the tone that people like or prefer psychologically.The research results of tone preference will play an important role in guiding color design in various fields.This research is based on the ten colour tone categories of"Chinese emotional tone research",and investigates the colour tone preference data based on mobile devices.This research fills the deficiency of the existing related research,and has an important reference role while the current consumer scenario changing to mobile terminals.The research shows that the Chinese people’s preference for colored tones are:achromatic,vivid,bright,light.Gender,age and place of residence have significant effects on preference.Young women prefer light tone best,while men of all age prefer achromatic tone best.The difference also tends to decline with age.