Color. It’s simple, right? Sometimes, though, what you thought would look great ends up looking not so great, and disappoints you as well as your client. Picking up some pro tips and tricks for color can put a smile on your face as well as your client’s. Think about colors and what types of feelings they create.
颜色。 很简单，对吧？ 但是，有时候，您认为看起来不错的结果最终看起来并不那么出色，并且令您和客户失望。 挑选一些颜色专业提示和技巧可以使您和客户的脸上都露出微笑。 考虑一下颜色以及它们产生什么类型的感觉。
1)了解您的颜色家族 (1) Learn Your Color Families)
Red, orange, and yellow are warm colors:
红色，橙色和黄色是暖色：
- Some red associations are love, strength, passion, and excitement. 一些红色的联想是爱，力量，激情和兴奋。
- Some orange associations are cheer, happiness, and caution. 一些橙色的联想是欢呼，幸福和谨慎。
- Some yellow associations are joy, energy, and childish innocence. 一些黄色的联想是欢乐，活力和幼稚的天真。
Think about how you’d use these colors in a campaign, logo, or web page and what kind of associations the projected viewer might make with them. For instance, you could use yellow in a florist’s logo, evoking the warmth of yellow flowers, or the passionate connotations for red roses. Think of the feelings evokes by the childhood memories of a yellow rubber duck or the refreshing scent of peeling an orange. All of these feelings are associated with those colors.
考虑一下您将如何在广告系列，徽标或网页中使用这些颜色，以及预计的观看者可能与它们建立什么样的关联。 例如，您可以在花店的徽标中使用黄色，以唤起黄色花朵的温暖，或唤起红玫瑰的热情含义。 想一想儿时记忆中黄色的橡皮鸭或剥去橙子的清爽气味所唤起的感觉。 所有这些感觉都与那些颜色有关。
Green, blue, and purple are cool colors:
绿色，蓝色和紫色是很酷的颜色：
- Some green associations are eco-consciousness (as in green branding), freshness, and nature. 一些绿色协会是生态意识(如绿色品牌)，新鲜度和自然。
- Some blue associations are tranquility, stability, and loyalty. 一些蓝色的联想是宁静，稳定和忠诚。
- Some purple associations are power, luxury, and spirituality. 一些紫色的联想是力量，奢华和灵性。
Blue could evoke the tranquility of a seaside vacation or the ‘true blue’ loyalty of an organization devoted to veterans. The use of green might be the perfect color for the logo of a solar roofing company, or for a spa with a focus on using natural beauty products. A purple logo for a prestige restaurant or upscale bed and breakfast could project just the right cachet to a well-heeled customer looking for a premium experience.
忧郁症可以唤起海边度假的宁静，也可以唤起致力于退伍军人组织的“真正的忧郁症”忠诚。 绿色可能是太阳能屋顶公司徽标或专注于使用天然美容产品的水疗中心徽标的完美颜色。 高档餐厅或高档住宿加早餐旅馆的紫色徽标可能会给那些有经验的顾客提供恰如其分的荣誉，以寻求优质的体验。
Neutrals are trickier, but at the same time simpler. For a business where the product is the star of the show, neutrals allow for a design that is flattering for all different types and classes of items. Some might think that neutrals are boring, or have no emotional connotations the way that warm and cools colors so, but that’s a misperception.
中立比较棘手，但同时更简单。 对于以产品为展会明星的企业来说，中性色的外观设计可为所有不同类型和类别的商品奉承。 有些人可能认为中性人物很无聊，或者没有像温暖和变色这样的情感内涵，但这是一种误解。
Black, white, gray, brown, and beige are neutral colors:
黑色，白色，灰色，棕色和米色是中性色：
- Some black associations are sophistication, elegance, and wealth. 一些黑人联想是精致，优雅和财富。
- Some white associations are purity, cleanliness, and freshness. 一些白色联想是纯度，清洁度和新鲜度。
- Some brown associations are nature, wholesomeness, and earthiness. 一些棕色的联想是自然，有益健康和朴实。
- Some beige associations are comfort, tradition, and peacefulness. 一些米色的联想是舒适，传统和和平。
- Some gray associations are technology, innovation, and neutrality. 灰色关联是技术，创新和中立性。
A dealer in luxury foods might chose black for a logo or website, showcasing the fine offerings against the neutral background – which is one of the reasons that black is so often used as a backdrop for jewelry. For the same reason, a tech company might chose gray as a way to highlight their applications or devices. Each color, whether warm, cool, or neutral also has negative associations, so different people will take away different impressions.
奢侈食品经销商可能选择黑色作为徽标或网站，以中性的背景展示精美的产品-这是黑色通常被用作珠宝背景的原因之一。 出于同样的原因，一家科技公司可能会选择灰色作为突出显示其应用程序或设备的方式。 每种颜色，无论是温暖的，凉爽的还是中性的，都具有负相关性，因此不同的人会带走不同的印象。
2)学习如何结合他们 (2) Learn How to Combine Them)
Combining colors is another story, but some clear tips can get you started.
混合颜色是另一回事，但是一些明确的技巧可以帮助您入门。
- Analogous color schemes or palettes use colors from the same color family in varying shade and combinations. Warms are paired with warms, cools with cools, and neutrals with neutrals. This is good because the colors don’t compete with one another, but depending on the combinations it can be too dull or too bright. 类似的配色方案或调色板以不同的阴影和组合使用来自同一颜色系列的颜色。 温暖与温暖搭配，凉爽与凉爽，中性与中性搭配。 这很好，因为颜色不会互相竞争，但是根据组合的不同，颜色可能会太暗或太亮。
- Contrasting color schemes take colors from different color families, such as pairing neutrals with warms, neutrals with cools, or putting warm and cool colors together. It can be bold and dramatic, but sometimes it can be an eye-spraining experience if not done correctly. 相反的配色方案则采用不同颜色系列的颜色，例如将中性色与暖色配对，将中性色与凉爽配对或将暖色和冷色组合在一起。 它可能是大胆而引人注目的，但有时如果做得不好，可能会让人眼花eye乱。
Monochromatic color schemes use different shades of the same color to create a harmonious color scheme that’s easy on the eyes and that doesn’t distract from the message that you’re trying to convey.
单色配色方案使用相同颜色的不同阴影来创建一种和谐的配色方案，该配色方案对眼睛很容易 ，并且不会分散您要传达的信息的注意力。
3)学会爱你的空白 (3) Learn to Love Your White Space)
When used in a well-designed website, whitespace can be the wheel horse that can move people through the site. Whitespace can make pages easier to understand, and bring the information to the attention of the viewer instead of becoming lost in the activity of the page behind it. Whitespace is sometimes called ‘negative space’ where nothing is happening which sounds like something you wouldn’t want to have on a web page as opposed to ‘positive space’ where color and graphics are happening. Smashing Magazine notes that whitespace increases comprehension by 20 percent by removing distractions and making text more readable.
当在设计合理的网站中使用时 ，空白可以成为可以使人们在网站中移动的车轮马。 空白可以使页面更易于理解，并使信息引起查看者的注意，而不是迷失在其后面的页面活动中。 空白有时被称为“负空间”，它什么也不发生，这听起来像是您不想在网页上拥有的东西，而不是发生颜色和图形的“正空间”。 Smashing Magazine指出，通过消除干扰并提高文本的可读性，空格将理解力提高了20％。
4)越简单越好 (4) Simpler is Better)
In the early days of web design, the more bells and whistles a site had, the better the site was thought to be. There were textured buttons, patterned backgrounds, trailing cursors, flashing this, and spinning that. The problem? Well, if you can’t find the front door, how are you supposed to get in? Keeping designs simple means that your users can navigate into your site from whatever page they land on, with whatever internet capable device they happen to be using. With an increasing share of traffic coming from mobile devices, keeping your design simple enough to be readable on a smartphone or tablet. Pew Internet indicates that 58 percent of Americans own and access the internet with a smartphone, and 42 percent in 2014 had a tablet computer that was internet capable.
在Web设计的早期，网站的风风雨雨越多，人们就认为网站越好。 有带纹理的按钮，图案背景，尾随光标，闪烁并旋转。 问题？ 好吧，如果您找不到前门，应该如何进入？ 使设计保持简单意味着您的用户可以使用任何具有Internet功能的设备，从其登陆的任何页面导航到您的站点。 随着来自移动设备的流量份额的增加， 使您的设计足够简单，可以在智能手机或平板电脑上阅读 。 皮尤互联网(Pew Internet)表示，有58％的美国人拥有并使用智能手机访问互联网，而2014年有42％的美国人拥有能够上网的平板电脑。
5)不要忘记金鱼 (5) Don’t Forget the Goldfish)
If the internet has been a boon to the dissemination of information. It’s also managed to clip the average attention span to eight seconds – a second less than that of a goldfish. You needs to have a page that loads quickly across all platforms, they is eye-catching, but able to present information clearly and in a manner that will have the viewer clicking through and navigating the site. Honing your skills by working with a crowdsourcing company like graphic designer Designhill will help you to hone your skills and earn money while gaining experience.
互联网是否有利于信息传播。 它还设法将平均注意力跨度缩短到八秒，比金鱼少一秒。 您需要拥有一个可在所有平台上快速加载的页面，这些页面引人注目，但必须能够以使查看者点击并浏览站点的方式清楚地呈现信息。 通过与图形设计师Designhill等众包公司合作来磨练技能，将有助于您磨练技能并在积累经验的同时赚钱。
翻译自: https://www.script-tutorials.com/5-effective-techniques-for-graphic-designers/
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