外文翻譯----色彩對(duì)網(wǎng)站吸引力和用戶認(rèn)知過程的影響 英文

1、The impact of colour on Website appeal and users’ cognitive processesNathalie Bonnardel a,b,?, Annie Piolat a, Ludovic Le Bigot ca Aix-Marseille University, PsyCLE Center (E.A. 3273), 29 Avenue Robert Schuman, 13621 Aix-

2、en-Provence, France b University Institute of France (IUF), France c University of Poitiers fax: +33 4 42 95 37 20.E-mail addresses: Nathalie.Bonnardel@univ-provence.fr (N. Bonnardel), Annie.Piolat@univ-provence.fr (A.

3、Piolat), ludovic.le.bigot@univ-poitiers.fr (L. Le Bigot).Displays 32 (2011) 69–80Contents lists available at ScienceDirectDisplaysjournal homepage: www.elsevier.com/locate/displausability experts. The expressive aestheti

4、cs dimension corresponds to designers’ creativeness and originality, and to their ability to break design conventions. To supplement these results, Su-e et al. [36] analyzed the ‘‘high- level’’ design elements used by pr

5、ofessional designers to convey different feelings to visitors and flagged up the importance of col- ours, shapes and images. In a recent study, Cyr [19] found that good visual design of a Website, which includes colours,

6、 resulted in trust, loyalty and satisfaction. In line with these observations, we argue that controlling the aesthetic aspects of interactive systems, especially their colour, serves other purposes apart from purely subj

7、ective ones: these as- pects may have an impact on users’ activities and on the types of information they memorize whilst interacting with a system. In the present study, we focused on one of the aesthetic aspects high-

8、lighted in the research by Su-e et al. [36] and Cyr [19]: the colour of products or interactive systems, such as Websites.2.3. Colours and users’ reactionsAlthough research on the psychology of colour is still in its in-

9、 fancy, several studies have pointed to a relationship between col- ours and emotions [37–41,18]. Especially, the choice of colours can impact user feelings and reactions. Research conducted by Walters, Apter, and Svebak

10、 [42] suggested that there are two levels of felt and preferred arousal: high and low. More specifically, some colours serve to arouse and excite an individual, while other colours elicit relaxation. Despite the fact tha

11、t there is no precise theoretical rationale for explaining exactly how a colour might affect feelings, evidence exists to indicate that colours do indeed influence individ- uals’ feelings, attention, judgments and decisi

12、ons - such as shop- ping intentions or perceived usability [43–47]. For instance, Soldat et al. [40] showed that the colour of answer sheets given to university students sitting an exam affected the quality of their pro-

13、 ductions: students who were provided with blue sheets of paper scored higher marks than those who were provided with red ones. Cooler colours, such as blue, are generally viewed more favour- ably than warmer colours, su

14、ch as red or yellow [48–50]. Several findings support the premise that blue elicits relaxed feeling states [51–53,18]. In contrast, yellow has been found to give rise to less re- laxed feeling states [54]. In accordance

15、with these findings, Jacobs and Hustmyer [53] used measures of galvanic skin responses to show that blue is a more relaxing colour than red or yellow. Similarly, using rating-scale measures of feelings, Gorn et al. [55]

16、showed that red elicits more excitement, and blue more relaxation. Colour has also been described as having an influence on behavioural intention, with blue producing stronger buying intentions than red [44]. In certain

17、guidelines (or ‘‘design basics’’) for designing user interfaces, a few recommendations are related to appropriate col- our combinations, or ‘‘colour harmonies’’ [56,57]. However, such recommendations are usually restrict

18、ed to readability issues or to specific aspects of the interfaces, such as text background [58,59]. In visual terms, harmony corresponds to a pleasing arrangement of parts; to something that is pleasing to the eye. In th

19、e context of Websites, users feel a sense of equilibrium when bal- ance is achieved within each page [56], and users’ preferences seem to be based on a combination of Web page balance and col- our [60]. Bynum et al. [61]

20、 recently asked American students to look at a computer screen on which successive colours were dis- played and to express their feelings about these colours. Red was associated with nervousness and yellow with satisfact

21、ion. Gorn et al. [51] also investigated the effect of background screen colour, while a Web page was being downloaded, on the perceived rapid- ity of the download. These authors found that colours which in- duced more re

22、laxed feeling states led to faster perceived speed. Moreover, they observed that colour had consequences on users’judgments of the Website and on the likelihood of their recom- mending it to others. More recently, Cyr et

23、 al. [50] analyzed rela- tionships between Website colours and users’ culture (Canadian, German or Japanese). These authors identified a colour that was disliked by all participants (yellow), as well as colours that were

24、 preferred by certain groups (e.g., blue for Germans and grey for Canadians). These kinds of results have a practical value if Web marketers and interface designers wish to use colour as a catalyst in Website development

25、: if the colour of a Website arouses a user’s satisfaction, that user can be expected to return to the Website. In line with these views, we argue that colours constitute a cru- cial feature of Websites, insofar as they

26、not only contribute to the users’ first impressions and feelings about a Website, but also influence users’ navigation behaviour and subsequent perfor- mance. We therefore conducted two experimental studies in order to m

27、eet the following complementary objectives:– testing 23 Web homepage colours to find the ones that are judged to be most appealing by Website designers and users; – analyzing the impact of three separate Website colours

28、(selected on the basis of the findings of the first study) on users’ behaviour, judgments and subsequent performance.3. Study 1: colour appeal for Website users and designers3.1. Objectives and hypothesesWe first conduct

29、ed an exploratory study in the context of Web- sites in order to determine whether the users and designers of Web- sites judge the same colours to be appealing or unappealing. Colour appeal is defined as the degree to wh

30、ich colours used in Websites are perceived as pleasing, appealing and appropriate [50]. In our study, participants were provided with the homepage of an informational Website. Instead of forming precise hypotheses about

31、the appeal of specific colours, we chose to develop numerous versions of the same homepage in order to expose participants to 23 different colours across a broad spectrum (see §3.2 ‘‘Experimen- tal material’’). As t

32、he 23 resulting versions of this homepage dif- fered only in respect of colour, there was no confounding influence of Webpage structure or balance. In addition, we wished to determine whether the status of par- ticipants

33、 had an impact on the colours they judged to be appealing. We therefore distinguished between two kinds of participants: Website users and designers. According to Norman [1], the de- signer’s model and the user’s model a

34、re broadly dissimilar due to differences in background and experience. These differences help to explain the difficulties encountered by users when they try to use a newly designed system. However, in the case of judgmen

35、ts about colours, it is surely possible to argue that preferences mainly depend on the feelings that colours convey, and these may be sim- ilar regardless of the participants’ status. However, although we expected some o

36、f the preferences expressed by Website designers and users to be consensual, the former might also regard colours conveying an ‘‘a(chǎn)mbiance’’ of novelty as appealing, as designers try to come up with products that are crea

37、tive and therefore differ- ent from existing ones [9,62]. In contrast, users would favour external consistency and would thus prefer colours that matched the ones they were used to seeing in the Websites they visited. Th

38、erefore, it should be possible to identify colours that were pre- ferred by both designers and users, as well as colours that were preferred solely by designers or by users.3.2. Experimental materialIn order to identify