用户性格与颜色及图标特征偏好的关联  

Relationship between User Personality and the Preferences of Color and Icon Characteristics

作　　者：秦阔 崔雪 张乐佳 张宜静 QIN Kuo;CUI Xue;ZHANG Le-jia;ZHANG Yi-jing(School of Mechanical-electronic,Beijing University of Civil Engineering and Architecture,Beijing 102616,China;Department of Industrial Engineering,Tsinghua University,Beijing 100084,China;School of Fine Arts,Zhengzhou University,Zhengzhou 450000,China)

机构地区：[1]北京建筑大学机电与车辆工程学院,北京102616 [2]清华大学工业工程系,北京100084 [3]郑州大学美术学院,郑州450000

出　　处：《科学技术与工程》2022年第23期9997-10002,共6页Science Technology and Engineering

基　　金：国家自然科学基金面上项目(71671167)。

摘　　要：为探究用户性格对颜色和图标特征偏好的影响,给电商平台界面的设计提供理论依据,使用HEXACO模型、颜色属性偏好问卷、图标特征偏好问卷,对284名大学生进行测量。结果表明:性格特征可以显著预测颜色属性和图标特征的偏好。其中对经验的开放性与红色、橙色、黄色、黄绿色、蓝色、柔和、灰暗的颜色偏好显著正相关,外向性与黄色、饱和的颜色偏好显著正相关,尽责性与红色、灰暗的颜色偏好显著负相关,与复杂的图标特征偏好显著负相关,诚实恭顺与简单抽象的图标特征偏好显著正相关,情绪性与明亮的颜色偏好显著正相关,与抽象的图标特征偏好显著负相关。由此可见,性格特征与个体对颜色和图标特征的偏好具有关联性,电商平台可根据用户的性格特征进行个性化的界面设计。In order to explore the influence of user personality on the preference of color and icon characteristics and provide a theoretical basis for the design of e-commerce platform interface, 284 college students were measured by HEXACO model, color preference questionnaire and icon characteristics preference questionnaire. The results show that personality traits can significantly predict the preference of color and icon characteristics. Among them, the openness to experience is significantly positively correlated with the preference of red, orange, yellow, chartreuse, blue, soft and gray color. Extroversion is positively correlated with the preference of yellow and saturated color. Conscientiousness is significantly negatively correlated with the preference of red and gray color, and the preference of complex icon. Honesty-humility is positively correlated with the preference of simple and abstract icon. Emotionality is positively correlated with the preference of bright color and negatively correlated with the preference of abstract icon. Thus, it can be seen that personality characteristics and individual preferences for color and icon characteristics are related, and the e-commerce platform can carry out personalized interface design according to users’ personalities.

关 键 词：界面设计 用户性格 HEXACO 颜色偏好 图标特征 

分 类 号：TB472[一般工业技术—工业设计]