UI设计中的色彩心理学与广告学的视觉冲击力研究  

The Study of Color Psychology in UI Design and the Visual Impact of Advertising

作　　者：曹楚怡 Cuyi Cao(College of New Media and Art,Dongguan City University,Dongguan,China)

机构地区：[1]东莞城市学院新传媒与艺术学院,广东东莞523000

出　　处：《人文与社会科学学刊》2025年第2期104-107,共4页

摘　　要：本研究通过文献分析法,深入探讨了色彩心理学在UI设计和广告学中的应用及其对视觉冲击力的影响。研究结果表明,色彩心理学在UI设计和广告学中都具有重要作用。色彩不仅能够影响用户的心理和行为,还能够增强广告的视觉冲击力和效果。例如,红色可以增加用户的注意力和唤醒水平,而蓝色则具有镇静作用。在UI设计中,色彩的选择和搭配可以影响用户对界面的感知和使用体验。在广告学中,色彩可以用来吸引用户的注意力,传达品牌信息和情感,从而提高广告的视觉冲击力和效果。此外,文化背景对色彩心理学的影响也不容忽视,不同文化背景下,人们对色彩的感知和情感反应可能存在差异。在UI设计和广告学中,考虑文化因素可以更好地满足不同用户群体的需求和偏好,从而提高设计的效果和影响力。基于以上研究结论,本研究提出了一些建议,包括设计师应深入研究色彩心理学,考虑文化差异,运用色彩对比等手法增强设计的视觉冲击力,提高用户体验和界面的可用性.This study,through the method of literature analysis,delves into the application of color psychology in UI design and advertising,as well as its impact on visual appeal.The findings reveal that color psychology plays a pivotal role in both UI design and advertising.Colors have the power to influence users'mental processes and behaviors and can also amplify the visual impact and effectiveness of advertisements.For instance,red can heighten users'attention and arousal levels,while blue exerts a calming effect.In UI design,the selection and combination of colors can shape users'perception of the interface and their overall experience.In advertising,colors can be strategically used to capture users'attention,convey brand messages and emotions,thereby enhancing the visual impact and effectiveness of advertisements.Moreover,the influence of cultural background on color psychology cannot be overlooked.Under different cultural contexts,people's perception of colors and their emotional responses may vary.In UI design and advertising,considering cultural factors can better meet the needs and preferences of diverse user groups,thus improving the effectiveness and influence of the design.Based on the research conclusions,this study offers several suggestions,including that designers should conduct in-depth research on color psychology,take cultural differences into account,and employ techniques such as color contrast to enhance the visual impact of the design,and improve user experience and interface usability.

关 键 词：UI设计 色彩心理学 广告学 视觉冲击力 用户体验 

分 类 号：J524[艺术—艺术设计]