چهارشنبه, 22 شهریور 1396 ساعت 05:34

رنگها چه تاثیری در طراحی وب سایت ها دارند؟

رنگها چه تاثیری در طراحی وب سایت ها دارند؟

 

چطور تصميم مي گيريد کدام رنگ ها را در طراحي صفحه لندينگ وب سايت خود بکار بريد؟  اميدوارم رنگ ها را بر اساس شماي کلي برند خود انتخاب کرده يا در مورد انتخاب آنها به خوبي فکر کرده باشيد.

مطمئنا نمي توانيد بدون فکر کردن در مورد رنگ, صفحه لندينگ جذابي طراحي کنيد. متخصصين طراحي صفحات فرود حرفه اي دنيا هميشه از فرضيه رنگ استفاده مي کنند تا صفحه لندينگ هدفمندتري داشته باشند.

 فرضيه رنگ چيست؟

تنها هنرمندان و طراحان اهميت واقعي فرضيه رنگ را مي دانند. رنگ ها و ترکيب آنها تأثير خاصي در چشم بيننده گذاشته و مي توانند باعث ايجاد پاسخ هاي احساسي متفاوتي در فرد شوند.

فرضيه رنگ ها از گذشته توجه دانشمندان و هنرمندان زيادي را به خود جلب کرده است و موضوعات متفاوتي را شامل مي شود. بعضي از قوانين اوليه فرضيه به سال ۱۴۳۵ بر مي گردند، يعني زماني که انقلابي ايتاليايي، لئون باتيستا آلبري نوشت :

 با ترکيب کردن رنگ ها مي توان رنگ هاي جديد ساخت اما تنها چهار رنگ واقعي وجود دارند – دقيقا مانند چهار عنصر طبيعت. اما همين چهار رنگ مي توان تعداد بي شماري رنگ ايجاد کنند. قرمز رنگ آتش است، آبي رنگ هواست، سبز رنگ طبيعت است و سياه و خاکستري رنگ زمين

 لئون باتيستا آلبري

و فرضيه پردازان بعدي مانند داوينچي و نيوتون نيز ثابت کرده اند سه رنگ اصلي قرمز، زرد و آبي هستند. فرضيه رنگ هاي مدرن توسط هنرمند آمريکايي آلبرت مانسل در اواخر قرن نوزدهم پيشنهاد شد. در اين فرضيه به جاي در نظر گرفتن سه رنگ اصلي، مفهوم فضاي رنگ ها پيشنهاد گرديد که در واقع خصوصيات ظاهر، ارزش و خلوط رنگ بودند. تحقيقات هلمنولتز، مکسول و هرنينگ نيز از فرضيه مانسل حمايت مي کردند. چهارچوب سه بعدي او اساس علم رنگ ها در روانشناسي است.
در دهه هاي گذشته فرضيه رنگ ديجيتال نيز پيشنهاد شده است. فرضيه پردازان، طراحان و توسعه دهندگان وب در تلاش هستند تا مشخص کنند رنگ ها چه احساسات و معنايي را در پلتفورم هاي ديجيتال به بينندگان انتقال مي دهند. 

فرضيه رنگ ها چه ربطي به طراحي صفحه لندينگ شما دارد؟

حال در عصر ديجيتال افراد بيشتري به فرضيه رنگ ها اهميت مي دهند. وقتي مشتريان از وب سايت شما ديدن مي کنند معمولا طي چند ثانيه تصميم مي گيرند که از سايت شما خوششان مي آيد يا خير.

براي همين است که صفحه لندينگ جذاب براي موفقيت اينترنتي حياتي هستند.

اگر نتوانيد بسيار سريع جلب توجه کنيد و حس اعتماد بازديدکنندگان را جلب نماييد به احتمال زياد ديگر موفق نخواهيد شد چنين تأثيري در آنها بگذاريد.

 فرضيه رنگ ها به دو روش در طراحي صفحه لندينگ موفق تأثير گذار است:

  1. ترکيبات رنگ متضاد و قابليت خوانده شدن مطالب
  2. ارتباطات رنگي رواني

با استفاده از اين دو روش و صرف زمان براي انتخاب ترکيبات رنگ هدفمند مي توانيد صفحه اي موثرتر داشته باشيد تا اينکه تنها رنگ هايي را انتخاب کنيد که فکر مي کنيد قشنگ‌تر هستند. اين کار باعث مي شود بازديدکنندگان صفحه لندينگ شما در چند ثانيه اول به سمت شما جذب شده و افراد بيشتري بعد از ديدن سايت به ليست مشتريان شما اضافه شوند. بنابراين صفحه لندينگ جذاب مي تواند با رنگهايي بهتر باعث افزايش فروش شما گردد و به تجارت شما کمک هاي شايسته اي نمايد.

 انتخاب رنگ ها چه پيامي را به بازديدکنندگان مي رساند؟

بسيار مهم است که در زمان طراحي صفحه لندينگ روانشناسي رنگ ها را نيز در نظر بگيريد. اگر به معناي رنگ هاي انتخاب شده نگاه کنيد، مي فهميد که ترکيب رنگ هاي سايت شما چه پيامي را به بازديدکنندگان انتقال مي دهد. ممکن است رنگ هاي انتخاب شده حتي معنايي را منتقل کنند که شما قصد انتقال آن را نداشته باشيد.

آبي نشان دهنده اعتماد، تعهد و صداقت است. همين طور اين رنگ مفاهيم ارتباط بر قرار کردن، منطق و جذابيت را نيز منتقل مي کند.

زرد نماينده جواني، و خوش بيني است که نظر افراد را به خود جلب مي کند. اين رنگ مفاهيم احساسات، اعتماد به نفس، خلاقيت و دوستي را نيز منتقل مي کند.

قرمز رنگي بسيار فيزيکي است که باعث افزايش ضربان قلب و برانگيختن افراد مي شود. مفاهيم انرژي، شجاعت، قدرت، هيجان و به مبارزه طلبيدن را مي توان با اين رنگ منتقل کرد. يکي از مفاهيم کليدي اين رنگ گرماست.

سبز معمولا رنگ ثروت است. اين رنگ باعث ايجاد آرامش شده و چشم به راحتي آن را پردازش مي کند. اين رنگ باعث ارتقاي حس تعادل، سلامت، تازگي و بهبود مي شود و معمولا با محيط زيست در ارتباط است.

نارنجي رنگي به نسبت خشن و فعال است که هشدار مي دهد. اين رنگ با مفاهيم تفريح، گرما، شوق و امنيت در ارتباط است.

صورتي رنگي است که عموما زنانه و رمانتيک در نظر گرفته مي شود. مفاهيم عشق، گرما، مراقبت، آسايش و احساسات جنسي در اين رنگ قرار دارند.

بنفش رنگ آرام بخش است که عناصر رواني را در خود جاي داده است. اين رنگ با مفاهيم تجمل، ديد، کيفيت و واقعيت در ارتباط است.

سياه رنگي قدرتمند است که نرمي، پيچيدگي و اثربخشي را منتقل مي کند.

حالا که مفاهيم کليدي رنگ هايي که بيشتر استفاده مي شوند را ياد گرفته ايد بهتر است فکر کنيد چطور مي توان از اين رنگ ها به صورت موثر در طراحي صفحه لندينگ استفاده کرد. اول بايد مشخص کنيد چه پيامي را مي خواهيد در لندينگ پيج خود جاي داده و سپس رنگ هايي را انتخاب کنيد که اين مفاهيم را منتقل مي کنند. بعد از اينکه پيام هاي خود را مشخص کرديد ببينيد کدام رنگ بيشتر مي تواند بازتاب دهنده اهداف شما باشد. اين رنگها بايد در طراحي صفحه لندينگ شما بکار گرفته شوند. براي مثال اگر مي خواهيد احساس امنيت و هشدار، و زنانگي را ارتقا دهيد، رنگ هاي مشکي و صورتي مي توانند انتخاب هاي مناسبي براي شما باشند. اگر هنوز مطمئن نيستند کدام مفاهيم بايد انتقال داده شوند مي توانيد از يک راه حل بسيار موثر استفاده کنيد. براي حل اين مسئله طراحي کلي صفحه لندينگ خود را انجام دهيد اما آن را رنگ آميزي نکنيد. سپس با استفاده از رنگ هاي متفاوت چندين کپي از صفحه لندينگ ساخته و اين صفحات را با هم مقايسه کنيد. مي توانيد در مقايسه مي توانيد از ساير افراد بخواهيد که چه پيام هايي را از صفحات لندينگ متفاوت شما دريافت مي کنيد. بعد از شنيدن نظر ديگران متعجب مي شويد که جواب ها چقدر با هم متفاوت هستند.

رنگ ها چطور باعث ارتقاي قابليت خوانده شدن مطلب مي شوند؟

اهميت دادن به روانشناسي رنگ ها در طراحي وبسايت ها حائز اهميت است اما بايد ديد که انتخاب رنگ ها چه تأثيري بر توانايي خوانده شدن مطالب سايت مي گذارد. معمولا زماني بيشتر مي توان مطالب را خواند که رنگ هاي پيش زمينه کنتراس بيشتري دارند. ( براي مثال سياه بر روي سفيد)
صفحه لندينگ بايد آن قدر موثر طراحي شده باشد که فرد بازديد کننده بتواند سريعا محتواي سايت را ديده و به سادگي آنها را درک کند. براي اطمينان از ايجاد چنين تأثيري در صفحه بايد رنگ هاي پيش زمينه زيادي را امتحان کرد و رنگ نوشته ها را طوري طراحي کرد که مکمل هم باشند. هميشه تضاد تاثير گذار نيست.
يکي از راه هاي ساده براي پيدا کردن تضاد در رنگ ها استفاده از چرخه رنگ ها ست. چرخه رنگ ها در فرضيه رنگ ها اهميت زيادي دارد و ابزار آنلاين زيادي وجود دارند که به تشخيص آنها کمک مي کنند.
نگاهي به مثال هاي زير بياندازيد تا بهفميد چطور مي توان از فرضيه رنگ ها استفاده کرد.

 وب سايت کوکاکولا

کوکاکولا احتمالا شناخته ترين برند دنيا محسوب مي شود. سالهاست که طراحان اين شرکت از ترکيب رنگ هاي کلاسيک سفيد و قرمز استفاده مي کنند و روانشناسي رنگ بسيار موفقي دارند. نه تنها رنگ ها کنتراس عاليي دارند که باعث ايجاد توانايي خوانده شدن مطالب مي شود بلکه قرمز روشن باعث ارتقاي حس صميميت کوکاکولا شده و مفاهيمي مانند انرژي، شجاعت، هيجان و قدرت را نيز منتقل مي کند.

وب سايت پاپ سروي

صفحه لندينگ پاپ سروي از رنگ هاي آبي و سفيد تشکيل مي شود. مانند کوکاکولا اين مورد نيز از ترکيب رنگ هاي کلاسيکي استفاده کرده است که باعث راحت خوانده شدن مطالب مي شود. اما در اين سايت از فونت هاي برجسته استفاده شده است تا مفهوم برند قدرتمند را انتقال دهد. وقتي بازديد کنندگان سايت از اين صفحه آبي ديدن مي کنند  احساس اعتماد، منطق و ارتباط مي کنند.

 وب سايت اپل

اپل با استفاده از رنگ هاي ساده تأثير قابل توجهي در بازديد کنندگان مي گذارد. تضاد رنگ هاي سفيد و سايه ها باعث مي شود مطالب به راحتي خوانده شوند و اين احساس را منتقل مي کند که هر کسي مي تواند به اين برند دسترسي داشته باشد. زمينه رنگ ها سفيد است اما اعمال کمي رنگ سياه ضعيف باعث مي شود بازديدکنندگان احساس قدرت، ظرافت، پيچيدگي و اثربخشي اپل را درک کنند.

 در زمان طراحي صفحه لندينگ مي توانيد از بي نهايت ترکيب رنگي استفاده کنيد. اگر به خوبي از رنگ ها استفاده کنيد، مي توانيد مشتريان يا طرفداران زيادي را به سمت خود جلب کنيد. اما اگر به درستي از رنگ ها استفاده نکنيد پيام هايي گيج کننده را منتقل مي کنيد که باعث کاهش توانايي شما در ارتقاي برند مي شود.

اگر مي خواهيد از فرضيه رنگ ها به نفع خود استفاده کنيد، بايد به دقت اين فرضيه را مطالعه کرد و به صورت هدفمند از رنگ ها استفاده کنيد. در انتخاب رنگ ها حتما به توانايي خوانده شدن و روانشناسي رنگ ها توجه کنيد. همين دو مسئله باعث مي شوند صفحه فرود جذاب و موفق داشته باشيد که بازديد کنندگان را به شما وابسته مي کند. بازاريابي بسيار بزرگ و بسيار جذاب است.

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