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Ch25. 拆招CMF設計談色彩心理學是一門科學

CMF is a specific discipline within industrial design that focuses on the development of a product’s color, material, and finish. Unwrap CMF shares bite-sized stories of CMF Design to inform and inspire those interested in this niche yet fascinating field, with digestible contents for anyone and everyone. Comments and inspirations are welcome!

Logics for design proposals can be easily established with the M (material) and F (finishing) of CMF, based on the rationality of process, cost, production feasibility, etc. (中文請見下方)

In contrast, the C (color) in CMF is often regarded as a subjective personal choice.

That is not exactly wrong. It’s true that we all have different color preferences. That’s why when brand companies launch products, the first SKU is often a mainstream color to ensure sales, such as black, silver, blue (varies by industry). Sometimes they would call this a “safe color”, often a choice of color which consumers can gladly accept if their personal favorite is not available.

Though we have our own preferences, color can trigger a range of diverse emotions. Color is also often used to describe mood, such as Monday Blue (coming up tomorrow!?)。

Color psychology is no myth. Scientists have been studying the emotional impacts behind each color. Most research findings can be traced back to our surrounding environment: subconsciously, we would associate white with brightness, black with shadowy darkness, red with fiery fire, and so on.

Here is another famous example: most food are in warmer colors (yellow, red, green, orange, etc.). Blue is relatively rare in food, and therefore it is discovered that blue does not trigger appetite like others, hence its seldom usage by the food industry.

What does that mean for CMF Designers? Because color psychology is science, it can be used to strengthen the persuasiveness of a design proposal. For example, when designing kitchenware, we can use color psychology as a rationale to lessen the use of blue as an option. That is a new perspective besides our aesthetic view, and is especially valuable when communicating with non-design peers?

To dive further for more color psychology tips, check out this list of recommended reading for CMF design?
Recommended Reading for CMF Design

CMF為Color Material and Finishing,屬於工業設計旗下專注於產品色彩、材質、及表面處理工藝的關鍵一環。Unwrap CMF彩材拆拆圍繞著這個主題,以淺而易懂的小故事拆解CMF設計的日常。歡迎留言分享!

以往的文章較常分享CMF的M(材質)和F(表面處理),這兩者因製程、成本、量產可行性等原因,能輕鬆建立具備理性邏輯的提案觀點。比如:因預算有限,僅能使用某材質工藝;或者為了避免表面的缺陷,需要提升製程工序。設計師能利用這些論證,從而建議最合理的設計方案。

相比之下,CMF的C(色彩)就經常被認為是個人的主觀選擇。

這樣說似乎也沒錯,每個人對於顏色的喜好的確各有不同,也導致品牌公司在推出產品時,第一配色往往是相對主流而能確保銷量的「安全色」,如黑、銀、藍等(因產業而異),也就是當消費者在沒有看到個人偏好顏色時,都能通融接受的主流顏色。

雖然我們有各自的偏好,但色彩 —— 無論是 #色相 、 #明度 、或 #彩度 ,皆能觸發不同的情緒,而色彩也經常被用來形容心情,比如Monday Blue(沒錯就是明天☺️)。

色彩心理學 並非玄學。各國學者長年致力於研究色彩背後的情緒影響力,並逐漸累積了大量的研究發現,多數與我們生活的週遭環境有關,在淺移默化之中,我們下意識的會認為白色代表光明、黑色代表陰暗、紅色代表炙熱,以此類推。

再舉例,無論自然食材或加工食品,多數皆為暖色系(黃、紅、綠、橘等),藍色較為少見,在色彩心理學中被認為不能振奮食慾,也因此甚少被餐飲行業運用。

對於CMF設計師而言,因為色彩心理學建立於 科學 的基礎之上,若善加運用,可用其增加提案的說服力。比如為廚具產品做的配色,就可以利用色彩心理學的邏輯排除藍色,成為 美學 之外的另一種切入點,在跟非設計背景的對象溝通時,尤其加分?

如果對色彩心理學感興趣,歡迎參考我剛整理的CMF推薦書單?
色彩材質設計推薦書單

多項心理學研究都曾指出,藥丸顏色可促發不同的情緒,比如其振奮或鎮靜的功效。
Many psychological studies have pointed out that tablet colors can promote diverse emotions such as stimulant or sedative effects.
食材多數為暖色系,相對而言,藍色較不能振奮食慾,因此甚少被飲食行業運用。
Most food are in warm tones, therefore appetite is less triggered by blue shades, hence its rare use by the food industry.
藍色為何在色彩心理學中代表自由,無需解釋。
Needless to explain why blue hints freedom in color psychology.
這兩本著作可以帶讀者認識更多關於色彩的故事,包括色彩心理學的基礎及運用。
These two books can take readers to explore further with colors, including the basics and application of color psychology.




CMF學無止境,善用CMF關鍵字在網上深入鑽研,歡迎大家留言補充。
Enjoy learning? Use the CMF terminologies mentioned above and continue on with your own research journey on the web. Comments and inspirations are welcome!
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Problem-solving ??? ?????. Former head of CMF at Motorola. A New York-based and world-traveling Design Consultant with over 13 years of specialty in CMF Design. 高雄囡仔,前摩托羅拉CMF設計團隊負責人,目前定居於紐約並遊牧世界,任自由撰稿人兼CMF設計顧問,持續投入在CMF設計的科普推廣,並為WGSN及羅技等公司提供CMF專案支持或諮詢服務。

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