無可爭議的是，色彩是任何設計領域中最重要的一方面。
There is no design field, color is the most important aspect of.

設計師在決定了一個北京網站設計風格的同時，也決定了網站的情感，而情感的表達很大程度上取決于顏色的選擇。顏色是很有力的工具，所有設計師在設計網頁時就應該明白這一點。
Designers in the decisions of a Beijing web site design style at the same time, also determines the site of emotion, and emotion expression depends greatly on the choice of the color of. Color is a very powerful tool, all designers in the design of webpage when they should understand that.

一、顏色術語(Colour terms)

你們當中很多人可能已經在學校學過一些色彩基礎知識，讓我們快速回顧一些術語，來更好的把握色彩和運用色彩。
Many of you may have learned at school. Some basic knowledge of color, let us quickly review some terminology, to better grasp the color and the use of color.

色輪的主要組成
The main composition of the color wheel

所有的色彩能在一個色輪中呈現。在這個色輪中，我們能把顏色分成3大塊：原色，輔助色和第三顏色。
All the colors in a color wheel in. At the wheel, we can colors are divided into 3 blocks: primary, secondary color and third color.

三原色分別是紅色，藍色和黃色。這些色彩是基礎色，他們組成了色輪上的所有其他顏色。
Primary colors are red, blue and yellow. The color is the color on the color wheel, they are composed of all the other colors.

把原色混合在一起，你就能得到輔助色，它們是橙色、綠色和紫色。
The colors are mixed together, you can get a complementary color, they are orange, green and purple.

二、顏色的關系(The relation of color)

描述顏色有大量的術語，了解這些術語將有助于我們討論的色彩和色彩的情感含義。
Describe the color has a large number of terms, the understanding of these terms will be helpful for us to discuss the color and the emotional meaning.

互補色是互補互調的色彩，它們坐落在色輪上對立的位置。這些互補色有藍色和橙色、紫色和黃色、以及紅色和綠色。
Complementary color complementary intermodulation color, they are located on the color wheel opposite position. These complementary colors are blue and orange, purple and yellow, and red and green.

鄰色是色輪上相毗鄰的色彩，所以當鄰色一起用時，可以是很好的搭配，但不會有明顯的對比。
Adjacent color is a color wheel adjacent colors, so when the adjacent color when used, can be very good match, but there is no obvious contrast.

第三顏色是由中間色組成的，例如黃綠色和藍綠色，即由一個原色和一個輔助色混合組成。
The third color is determined by the intermediate color components, such as yellow green and blue green, whereby a primary and a secondary color mixing.

三、基于情感的色彩群體(Based on the emotional color groups)

一些色彩群體是和情感聯系在一起的，比如溫暖、冷靜和中立的情感。
Some color group and emotionally linked, such as warm, cool and neutral emotional.

暖色能讓人感覺到溫暖，例如紅色、黃色和橙色。
Warm color can make a person feel warm, such as red, yellow and orange.

冷色讓人聯想到涼爽和寒冷，例如藍色，綠色和紫色。
Cool colors reminiscent of cool and cold, such as blue, green and purple.

中性色，顧名思義，并不創造怎樣的情感。像灰色和棕色就是中性色。
Neutral color, as the name suggests, is not how to create emotion. Like the grey and Brown is a neutral color.

了解色彩這些方面的知識可以用幫助一個設計師在設計網頁時不用文字就能表達特定含義和特定情感，并彰顯優勢。
To understand the color of these knowledge can be used to help a designer in the design of webpage without words can express specific meaning and specific emotion, and highlight the advantages.

四、設計中顏色的類型(Design of color type)

這里有兩種不同的顏色系統，兩者的運用取決于你設計什么。
There are two different color system, both use depends on what do you design.

RGB是這個色彩系統中三個基本色“紅、綠、藍”的英文縮寫，這三種基本色是光的三原色。RGB運用在電視電腦屏幕和任何類型的屏幕上。
RGB is the color system in three basic color " red, green, blue" English abbreviation, the three basic colors are the primary colors of light. RGB used in the television and computer screen any type of screen.

CMYK是“青色、洋紅、黃色、黑色”的英文縮寫，這些顏色是顏料的原色，CMYK被運用于印刷。
CMYK is " cyan, magenta, yellow, black" English abbreviation, these colors are pigment colors, CMYK is used in printing.

網頁上的設計是建立在RGB色彩系統上的。
On the webpage design is based on the RGB color system.

五、明智地選擇色彩、傳達意義(A judicious choice of color, convey a meaning)

色彩理論是運用顏色背后的意義給用戶帶來感官體驗的實踐所得。這種實踐經驗再加上一些知識和想法可以運用到網頁的設計中去。
Color theory is the use of color meanings behind to give the user to bring the sensory experience of the practice. This experience plus some knowledge and ideas can be applied to the design of the webpage.

人們往往不會同意一些特定色彩的含義以及設計師們應該用哪些顏色來加強特定的情感。但無需爭論的是，客戶對顏色是有情感的反應的。
Often people do not agree with some specific color meaning as well as the designers should use what color to enhance the specific emotion. But without doubt is, customers of color is emotional reaction.

當為你的設計品選擇顏色時要慎重，不要無目的地使用顏色。你所選擇的顏色要適合你的目標受眾、能表達客戶希望你傳達的信息，能符合你對用戶在你的網站所獲得的整體感受的期望。
When you choose a color design products to be careful, not to use color. Your choice of colors to suit your target audience, can express customers wish to your message, you can meet the users on your site gets the whole experience expectations.

暖色能帶來陽光明媚的情緒，用在希望帶來幸福快樂感覺的網站上是明智的。舉一個例子，在2009年全球經濟不太好的時候，黃色變成了網頁設計中非常流行的色彩，因為公司希望顧客在他們網站上有到陽光和舒適的感受。
Warm color can bring sunny mood, in hope to bring happiness to the feel of the website is wise. To cite an example, in 2009 the global economy is not good, yellow to a webpage design is very popular color, because the company wants customers at their website to sunshine and comfortable feeling.

冷色最好是用在想要表達出專業或整潔感覺的網站上，以呈現出一個冷靜的企業形象。冷色表達出權威、明確和信任的感覺。例如，冷靜的藍色用在許多銀行的網站上，比如大通銀行。冷色運用在以樂觀為主題的網站上是不明智的，因為用戶會得到錯誤的印象。
Cool colors are preferably used in professional or want to express and feel of the site, to show a cool corporate image. Cool express authority, clear and the feeling of trust. For example, cool blue used in many bank website, such as JPMorgan Chase bank. Cool colors used in optimistic as the theme of the website is not wise, because the user can get the wrong impression.

六、顏色對于用戶的意義(Color for the user of the significance of)

大多數顏色能表達積極或消極的情緒，這取決于它是怎樣被運用的，以及周圍其他的顏色，還有網站本身的內涵。
Most of the colors can express positive or negative emotions, depending on how it is used, as well as around other colors, and the website itself connotation.

以下是一些流行色彩的普遍意義。
The following are some of the popular color of universal significance.

紅色Red

紅色象征著火和力量，還與激情和重要性聯系在一起。它還有助于激發能量和提起興趣。
Red symbolizes the fire and power, but also with passion and importance to link together. It also helps to stimulate energy and interest.

紅色的負面內涵是憤怒、危急和生氣，緊急情況下，和憤怒，這也源于紅色本身里的熱情和進取。
Red negative connotation is angry, critical and angry, emergencies, and anger, which also stems from the red itself enthusiasm and initiative.

橙色Orange

橙色是色輪上紅、黃兩個鄰色的組合色。橙色象征著幸福，快樂和陽光。這是一個歡快的色彩，喚起孩子般的生機。
Orange is the color red, yellow two adjacent color combinations of color. Orange is a symbol of happiness, happiness and sunshine. This is a lively color, evoking childlike vitality.

橙色沒有紅色那么積極，但是它也有一部分這樣的特質，刺激著心理活動。但它也象征著愚昧和欺騙。
Orange red so positive, but it is also part of this trait, stimulating mental activity. But it also symbolizes ignorance and deception.

黃色Yellow

明亮的黃色是一種幸福的顏色，代表著積極黃色特質：喜悅，智慧，光明，能量，樂觀，和幸福。
Bright yellow is a happy color, represents the positive yellow traits: joy, wisdom, light, energy, optimism, and happiness.

一個昏暗的黃色則帶來負面的感受：警告，批評，懶惰，和嫉妒。
A dim yellow brings negative feelings: a warning, criticism, lazy, and envy.

綠色Green

綠色象征著自然，并且有一種治愈性的特質。它可以用來象征成長與和諧。綠色讓人感到安全。醫院經常使用綠色。
Green symbolizes nature, and there is a cure for character. It can be used to symbolize the growth and harmonious. Green lets a person feel safe. Hospitals often use the green.

另一方面，綠色的是金錢的象征，表達著貪婪或嫉妒。它也可以被用來象征缺乏經驗或初學者需要成長（“沒有經驗的綠色”）。
On the other hand, the green is the symbol of expression with money, greed or envy. It can also be used to symbolize the lack of experience or beginners need to grow ( " no experience of the green " ).

藍色Blue

藍色是一個和平、平靜的顏色，散發著穩定和專業性，因此它普遍運用于企業網站。藍也可以象征著信任和可靠性。
Blue is a peaceful, calm colors, exuding stability and professional, so it is widely used in enterprise website. Blue also symbolizes trust and reliability.

一個冷調的陰影能帶來藍色消極的一面，象征著抑郁，冷漠和被動。
A cool blue shadows can bring negative side, symbolizing depression, apathy and passive.

紫色Violet

紫色是皇室和有教養的顏色，代表著財富和奢侈品。它也賦予了靈性的感覺，并鼓舞創造力。
Purple is a royal and well-bred color, represents the wealth and luxury. It also gives the feeling of spirituality, and encouraging creativity.

較淺的紫色可以散發出一種神奇的感覺。它能很好地提升創造力和表達女性特質。
Shallow purple can send out a kind of strange feeling. It is a good way to promote creativity and expression of femininity.

較深的紫色可以呈現出沮喪和悲傷的情緒。
Deep purple can appear depressed and sad mood.

黑色Black

雖然黑色是不是色輪的一部分，它仍然可以被用來暗示感覺和意義。它往往是與權力，優雅，精致，和深度聯系在一起。據說在面試時穿黑色服裝可以表現出應聘者是一個有力量的個體，網站也是同樣的道理。
Although black is it right? Wheel part, it can still be used to suggest the feeling and meaning. It is often associated with power, elegant, refined, and depth together. Said in the interview wearing black clothing can show the applicant is a powerful individuals, the website is the same.

黑色也可以被看作是負面的，因為它與死亡，神秘和未知聯系在一起。這是悲傷、悼念和悲哀的顏色，因此在運用時必須明智選擇。
Black can also be viewed as a negative, because it is associated with death, mysterious and unknown together. This is sad, mourning and the colour of mourning, so when in use must be a wise choice.

白色White

白色，也不是色輪的一部分，象征純潔和天真。它還傳達著干凈和安全。
White, also not part of the color wheel, a symbol of purity and innocence. It also conveys a clean and safe.

相反，白色還可以被認為是寒冷和遙遠的象征，代表著冬天的嚴酷和痛苦的特質。
On the contrary, white can also be considered cold and distant symbol, representing the winter's harsh and bitter qualities.

七、大公司的網站中顏色運用的例子
Large company sites in color application examples

我們來看看一些大公司的網站，來知曉他們是怎么運用顏色的，以及那些顏色對于他們的用戶來說意味著什么。
We will have a look some big company's Web site, to know how they use color, and that color for their users means what.

耐克Nike

耐克常常更新他們的網站，但通常還是黑色和灰色的色調，它通常是暗。黑色顯示著他們產品中的力量，留給大家他們向愛運動的顧客出售優質產品的印象。
Nike often updated their website, but is usually black and grey tones, it is usually dark. Black display their products in the power, for everyone to love their movement of customers to sell quality products impression.

白宮The White House

白宮的網站主要是白色和淺灰色，再加上一些藍色和紅色作強調色。白色象征著希望和自由，顯露出平安和純潔的價值。紅色和藍色當然是美國的代表色，紅色代表著熱情和能量，藍色則代表著穩定與和平。
The White House website is mainly white and light gray, plus some blue and red as an accent color. White is a symbol of hope and freedom, showing peace and pure value. Red and blue are of course the United States representative color, red represents passion and energy, blue represents peace and stability.

亞馬遜Amazon

亞馬遜的網站大多是白色的，白色有著最佳的對比度和可讀性。它還顯露出整潔性，讓用戶能自由地瀏覽網站。以橙色和藍色的強調色則讓用戶能感到安定、興奮，也讓他們期望找到最滿意的采購。
Amazon's site is mostly white, white has the best contrast and readability. It also reveals the clean, so that users can freely browse website. In order to orange and blue accent color allows users to feel safe, excited, also make they expect to find the most satisfied with the purchase.

Verizon公司Verizon company

紅色是Verizon的企業品牌主色調，也是貫穿整個網站的顏色。紅色有助于刺激用戶的興奮性，展示出一個出售讓人興奮和快速更新的產品的公司形象。白色背景的運用與亞馬遜類似，通過一個整潔有序的界面來幫助用戶閱讀這個網站。
Red is the main color of Verizon brand, but also throughout the web colors. Red helps stimulate the excitement of users, showing a sale of exciting and rapid updating of product image of the company. White background with a similar application, through a neat and orderly interface to help users to read this site.

百思買Best buy

百思買的網站的色調是深藍色，顯露出他們在電子市場中的穩定和實力。顧客在百思買上的大量采購使得他們需要安全感與平和感。黃色散發的快樂氣氛讓他們在采購時感覺到興奮與趣味。
Best buy the website color is dark blue, showing them in electronic market stability and strength. Best buy customers in the procurement of a large number of makes them need a sense of security and a sense of security. Yellow with happy atmosphere in their purchase feel the excitement and fun.

嘉信理財Schwab

嘉信理財是一家投資公司，在不穩定的市場環境下他們需要讓消費者在他們的網站上感受到平和。他們使用柔和的深藍色調來實現這一點，并建立起一種平靜、祥和的氣氛。中性的棕色則是另一種幫助協調偏激的用戶感受的企業色彩。橙色作為強調色，能讓用戶在買股票時產生興奮感，同時也為網站帶來了幸福感。
Schwab is an investment company, in an unstable market environment they need to make consumers on their website a sense of peace and. They use a soft blue hue to realize this point, and establish a calm, peaceful atmosphere. Neutral Brown is another help coordinate the extreme users feel enterprise color. Orange as an accent color, can allow users to buy stocks to generate excitement, but also for the site brings happiness.

道奇Dodge

道奇的網站大多是黑色系，能讓網站上的圖片凸顯出來。他們使用一種鮮艷的紅色作為強調色。黑色給網站帶來力量感，在一種精致與陽剛的氛圍下展示他們的產品。黑色是一種不錯的顏色，它能使產品看起來珍貴、有價值。紅色則表達出激情和興奮，是希望能讓消費者認為他們是從一個值得信任、質量有保障的公司購買到的車輛。
Dodge's site is mostly black, can let the pictures on the website highlights. They use a bright red as an accent color. Black site to bring power, in a delicate and masculine atmosphere to showcase their products. Black is a good color, it can make the product look, precious valuable. Red expression of passion and excitement, is the hope can let consumer believe they are from a trusted, quality of security companies to purchase vehicles.

全食食品公司
Whole foods company

全食食品企業品牌的主色調和他們的網站色調一樣，是綠色。全食食品以較高的價格售賣健康的有機食品。網頁設計中的綠色很好的展示了他們所珍視的健康與純凈的概念，以及他們親近自然的產品。他們也用了很配綠色的淡黃色作為強調色，為網站增添了趣味性。
Whole foods brand's main color and their website color is green. Whole foods at higher prices to sell healthy organic food. Webpage design in green is a great example of what they cherish health and pure concept, as well as their close to natural products. They also used a very pale yellow with green as an accent color, as the website adds interest.

八、顏色在網站中的運用(Color in Web Application)

不需要描述性的文字，顏色就能賦予網站以意義。無論你是否打算為他們加上某種意義，顏色本身就有許多特定的印象。用戶瀏覽網頁時，顏色幫助轉移用戶的視線，指引用戶怎么去瀏覽一個頁面。在許多企業的網站中可以看出，顏色表達了情感和價值觀，向用戶展示著他們的公司是怎樣的、他們所售賣的產品是怎樣的。
Does not need the descriptive text, color can give meaning to website. Whether you intend for their plus a certain meaning, the color itself has many particular impression. Users browsing webpage, color helps to transfer the user's line of sight, and guide the users how to navigate to a page. In many business web site can be seen, the color expression of feelings and values, to show the user what is their company, they sell products is how.

仔細挑選補色能讓你更好地運用顏色，一旦選定后你想要表達的意義也就顯示出來了。
Careful selection of complementary color can make you a better use of color, once selected when you want to express meaning also appears.

配對色的運用能改變一個網站的意義。給以柔和的藍色為色調的、表達出平靜網站配上明亮的橙色，就能讓它變成讓人更多感受到興奮和趣味的網站。
Match colors used to change the meaning of a website. Give a soft blue hue, expressed peace site with bright orange, make people feel more exciting and interesting sites.

也許你的客戶認為你所設計的網站深灰色過多、太過嚴肅，加上柔和的藍色能讓你的網站有平靜、平和的基調。
Maybe your customer that you design websites dark grey too much, too serious, with soft blue can make your site has a calm, peaceful tone.

九、與色彩運用相關的資源(With the use of color related resources)

許多網站討論過色彩理論和設計中的色彩使用。可以運用以下這些有用的資源來尋找色彩搭配和為你的網站設計注入更多的意義。
Many websites about color theory and color in the design of the use of. Can use the following these useful resources to find color matching and for your web site designed to inject more significance.
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