无可争议的是，色彩是任何设计领域中最重要的一方面。
There is no design field, color is the most important aspect of.

设计师在决定了一个北京网站设计风格的同时，也决定了网站的情感，而情感的表达很大程度上取决于颜色的选择。颜色是很有力的工具，所有设计师在设计网页时就应该明白这一点。
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、颜色术语(Colour terms)

你们当中很多人可能已经在学校学过一些色彩基础知识，让我们快速回顾一些术语，来更好的把握色彩和运用色彩。
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.

色轮的主要组成
The main composition of the color wheel

所有的色彩能在一个色轮中呈现。在这个色轮中，我们能把颜色分成3大块：原色，辅助色和第三颜色。
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.

三原色分别是红色，蓝色和黄色。这些色彩是基础色，他们组成了色轮上的所有其他颜色。
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，你就能得到辅助色，它们是橙色、绿色和紫色。
The colors are mixed together, you can get a complementary color, they are orange, green and purple.

二、颜色的关系(The relation of color)

描述颜色有大量的术语，了解这些术语将有助于我们讨论的色彩和色彩的情感含义。
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.

互补色是互补互调的色彩，它们坐落在色轮上对立的位置。这些互补色有蓝色和橙色、紫色和黄色、以及红色和绿色。
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.

邻色是色轮上相毗邻的色彩，所以当邻色一起用时，可以是很好的搭配，但不会有明显的对比。
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.

第三颜色是由中间色组成的，例如黄绿色和蓝绿色，即由一个原色和一个辅助色混合组成。
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、基于情感的色彩群体(Based on the emotional color groups)

一些色彩群体是和情感联系在一起的，比如温暖、冷静和中立的情感。
Some color group and emotionally linked, such as warm, cool and neutral emotional.

暖色能让人感觉到温暖，例如红色、黄色和橙色。
Warm color can make a person feel warm, such as red, yellow and orange.

冷色让人联想到凉爽和寒冷，例如蓝色，绿色和紫色。
Cool colors reminiscent of cool and cold, such as blue, green and purple.

中性色，顾名思义，并不创造怎样的情感。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.

了解色彩这些方面的知识可以用帮助一个设计师在设计网页时不用文字就能表达特定含义和特定情感，并彰显优势。
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、设计中颜色的类型(Design of color type)

这里有两种不同的颜色系统，两者的运用取决于你设计什么。
There are two different color system, both use depends on what do you design.

RGB是这个色彩系统中三个基本色“红、绿、蓝”的英文缩写，这三种基本色是光的三原色。RGB运用在电视电脑屏幕和任何类型的屏幕上。
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、洋红、黄色、黑色”的英文缩写，这些颜色是颜料的原色，CMYK被运用于印刷。
CMYK is " cyan, magenta, yellow, black" English abbreviation, these colors are pigment colors, CMYK is used in printing.

网页上的设计是建立在RGB色彩系统上的。
On the webpage design is based on the RGB color system.

五、明智地选择色彩、传达意义(A judicious choice of color, convey a meaning)

色彩理论是运用颜色背后的意义给用户带来感官体验的实践所得。这种实践经验再加上一些知识和想法可以运用到网页的设计中去。
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.

人们往往不会同意一些特定色彩的含义以及设计师们应该用哪些颜色来加强特定的情感。但无需争论的是，客户对颜色是有情感的反应的。
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.

当为你的设计品选择颜色时要慎重，不要无目的地使用颜色。你所选择的颜色要适合你的目标受众、能表达客户希望你传达的信息，能符合你对用户在你的网站所获得的整体感受的期望。
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.

暖色能带来阳光明媚的情绪，用在希望带来幸福快乐感觉的网站上是明智的。举一个例子，在2009年全球经济不太好的时候，黄色变成了网页设计中非常流行的色彩，因为公司希望顾客在他们网站上有到阳光和舒适的感受。
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达出专业或整洁感觉的网站上，以呈现出一个冷静的企业形象。冷色表达出权威、明确和信任的感觉。例如，冷静的蓝色用在许多银行的网站上，比如大通银行。冷色运用在以乐观为主题的网站上是不明智的，因为用户会得到错误的印象。
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、颜色对于用户的意义(Color for the user of the significance of)

大多数颜色能表达积极或消极的情绪，这取决于它是怎样被运用的，以及周围其他的颜色，还有网站本身的内涵。
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义。
The following are some of the popular color of universal significance.

红色Red

红色象征着火和力量，还与激情和重要性联系在一起。它还有助于激发能量和提起兴趣。
Red symbolizes the fire and power, but also with passion and importance to link together. It also helps to stimulate energy and interest.

红色的负面内涵是愤怒、危急和生气，紧急情况下，和愤怒，这也源于红色本身里的热情和进取。
Red negative connotation is angry, critical and angry, emergencies, and anger, which also stems from the red itself enthusiasm and initiative.

橙色Orange

橙色是色轮上红、黄两个邻色的组合色。橙色象征着幸福，快乐和阳光。这是一个欢快的色彩，唤起孩子般的生机。
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.

橙色没有红色那么积极，但是它也有一部分这样的特质，刺激着心理活动。但它也象征着愚昧和欺骗。
Orange red so positive, but it is also part of this trait, stimulating mental activity. But it also symbolizes ignorance and deception.

黄色Yellow

明亮的黄色是一种幸福的颜色，代表着积极黄色特质：喜悦，智慧，光明，能量，乐观，和幸福。
Bright yellow is a happy color, represents the positive yellow traits: joy, wisdom, light, energy, optimism, and happiness.

一个昏暗的黄色则带来负面的感受：警告，批评，懒惰，和嫉妒。
A dim yellow brings negative feelings: a warning, criticism, lazy, and envy.

绿色Green

绿色象征着自然，并且有一种治愈性的特质。它可以用来象征成长与和谐。绿色让人感到安全。医院经常使用绿色。
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，绿色的是金钱的象征，表达着贪婪或嫉妒。它也可以被用来象征缺乏经验或初学者需要成长（“没有经验的绿色”）。
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 " ).

蓝色Blue

蓝色是一个和平、平静的颜色，散发着稳定和专业性，因此它普遍运用于企业网站。蓝也可以象征着信任和可靠性。
Blue is a peaceful, calm colors, exuding stability and professional, so it is widely used in enterprise website. Blue also symbolizes trust and reliability.

一个冷调的阴影能带来蓝色消极的一面，象征着抑郁，冷漠和被动。
A cool blue shadows can bring negative side, symbolizing depression, apathy and passive.

紫色Violet

紫色是皇室和有教养的颜色，代表着财富和奢侈品。它也赋予了灵性的感觉，并鼓舞创造力。
Purple is a royal and well-bred color, represents the wealth and luxury. It also gives the feeling of spirituality, and encouraging creativity.

较浅的紫色可以散发出一种神奇的感觉。它能很好地提升创造力和表达女性特质。
Shallow purple can send out a kind of strange feeling. It is a good way to promote creativity and expression of femininity.

较深的紫色可以呈现出沮丧和悲伤的情绪。
Deep purple can appear depressed and sad mood.

黑色Black

虽然黑色是不是色轮的一部分，它仍然可以被用来暗示感觉和意义。它往往是与权力，优雅，精致，和深度联系在一起。据说在面试时穿黑色服装可以表现出应聘者是一个有力量的个体，网站也是同样的道理。
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负面的，因为它与死亡，神秘和未知联系在一起。这是悲伤、悼念和悲哀的颜色，因此在运用时必须明智选择。
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，也不是色轮的一部分，象征纯洁和天真。它还传达着干净和安全。
White, also not part of the color wheel, a symbol of purity and innocence. It also conveys a clean and safe.

相反，白色还可以被认为是寒冷和遥远的象征，代表着冬天的严酷和痛苦的特质。
On the contrary, white can also be considered cold and distant symbol, representing the winter's harsh and bitter qualities.

七、大公司的网站中颜色运用的例子
Large company sites in color application examples

我们来看看一些大公司的网站，来知晓他们是怎么运用颜色的，以及那些颜色对于他们的用户来说意味着什么。
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

耐克常常更新他们的网站，但通常还是黑色和灰色的色调，它通常是暗。黑色显示着他们产品中的力量，留给大家他们向爱运动的顾客出售优质产品的印象。
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.

白宫The White House

白宫的网站主要是白色和浅灰色，再加上一些蓝色和红色作强调色。白色象征着希望和自由，显露出平安和纯洁的价值。红色和蓝色当然是美国的代表色，红色代表着热情和能量，蓝色则代表着稳定与和平。
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.

亚马逊Amazon

亚马逊的网站大多是白色的，白色有着最佳的对比度和可读性。它还显露出整洁性，让用户能自由地浏览网站。以橙色和蓝色的强调色则让用户能感到安定、兴奋，也让他们期望找到最满意的采购。
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

红色是Verizon的企业品牌主色调，也是贯穿整个网站的颜色。红色有助于刺激用户的兴奋性，展示出一个出售让人兴奋和快速更新的产品的公司形象。白色背景的运用与亚马逊类似，通过一个整洁有序的界面来帮助用户阅读这个网站。
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.

百思买Best buy

百思买的网站的色调是深蓝色，显露出他们在电子市场中的稳定和实力。顾客在百思买上的大量采购使得他们需要安全感与平和感。黄色散发的快乐气氛让他们在采购时感觉到兴奋与趣味。
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.

嘉信理财Schwab

嘉信理财是一家投资公司，在不稳定的市场环境下他们需要让消费者在他们的网站上感受到平和。他们使用柔和的深蓝色调来实现这一点，并建立起一种平静、祥和的气氛。中性的棕色则是另一种帮助协调偏激的用户感受的企业色彩。橙色作为强调色，能让用户在买股票时产生兴奋感，同时也为网站带来了幸福感。
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

道奇的网站大多是黑色系，能让网站上的图片凸显出来。他们使用一种鲜艳的红色作为强调色。黑色给网站带来力量感，在一种精致与阳刚的氛围下展示他们的产品。黑色是一种不错的颜色，它能使产品看起来珍贵、有价值。红色则表达出激情和兴奋，是希望能让消费者认为他们是从一个值得信任、质量有保障的公司购买到的车辆。
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

全食食品企业品牌的主色调和他们的网站色调一样，是绿色。全食食品以较高的价格售卖健康的有机食品。网页设计中的绿色很好的展示了他们所珍视的健康与纯净的概念，以及他们亲近自然的产品。他们也用了很配绿色的淡黄色作为强调色，为网站增添了趣味性。
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、颜色在网站中的运用(Color in Web Application)

不需要描述性的文字，颜色就能赋予网站以意义。无论你是否打算为他们加上某种意义，颜色本身就有许多特定的印象。用户浏览网页时，颜色帮助转移用户的视线，指引用户怎么去浏览一个页面。在许多企业的网站中可以看出，颜色表达了情感和价值观，向用户展示着他们的公司是怎样的、他们所售卖的产品是怎样的。
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.

仔细挑选补色能让你更好地运用颜色，一旦选定后你想要表达的意义也就显示出来了。
Careful selection of complementary color can make you a better use of color, once selected when you want to express meaning also appears.

配对色的运用能改变一个网站的意义。给以柔和的蓝色为色调的、表达出平静网站配上明亮的橙色，就能让它变成让人更多感受到兴奋和趣味的网站。
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.

也许你的客户认为你所设计的网站深灰色过多、太过严肃，加上柔和的蓝色能让你的网站有平静、平和的基调。
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、与色彩运用相关的资源(With the use of color related resources)

许多网站讨论过色彩理论和设计中的色彩使用。可以运用以下这些有用的资源来寻找色彩搭配和为你的网站设计注入更多的意义。
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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