设计与心理学的关系

浅谈设计与心理学的关系

艺术设计随着国家的发展、人民生活水平的提高而涉及更广的领域。在当代设计师对艺术设计的探讨中，抛弃了以往把人和物割裂开来，孤立地对待，或者是单纯地以人去适应物的方向。设计师开始重视生活于艺术设计中消费者的心理倾向，把设计艺术与市场需求相结合。

设计心理学是专门研究在工业设计活动中 , 如何把握消费者心理 , 遵循消费行为规律 , 设计适销对路的产品 , 最终提升消费者满意度的一门学科。是建立在心理学基础上，把人们的心理状态，尤其是人们对于需求的心理,通过意识作用于设计的一门学问。它同时研究人们在设计创造过程中的心态,以及设计对社会及对社会个体所产生的心理反应。反过来再作用于设计，起到使设计更能够反映和满足人们的心理作用。

消费者心理是指消费者的心理现象。消费者的心理现象既包括消费者的一般心理活动过程 , 也涉及消费者作为个别人的心理特征的差异性即个性。消费者在消费过程中的心理现象 , 表现为对产品的感知、注意、记忆、思维和想象 , 对产品的好恶态度 , 从而引发肯定和否定的情感。

感知，感悟生活，人在生活实践中与周围事物相互作用，必然有这样或那样的主观活动和行为表现，这就是人的心理活动。人是设计的前提，是设计的对象，是设计的主体。在产品设计中，要考虑消费者的行为规律，就要力求做到人、机、环境的和谐。如何把设计和心理学相互联系，设计出消费者满意的产品？怎样传达正确的信息才能使得使用者有正确的理解？因此，想要有合理的、科学的设计，必须对使用者行为心理有一定的了解研究。设计心理学是研究设计与人的行为之间相互关系的学科。设计本身具有一定的秩序、模式和结构，设计心理学非常重视生活中人们的心理倾向，结合选择一系列有关的多种元素和人的关系。

在某些领域内，心理学和设计学具有共同的研究兴趣，视觉知觉便是其中之一。许多年以来，心理学家们一直想确定，在知觉过程中人的眼和脑是如何共同起作用的。作为设计师，对此也同样感兴趣，因为视觉表现归根结底是给别人看的。在人们的视觉认知过程中，不是被动接受客观事物的刺激作用，而是在客观事物和人的主观心理因素相互作用下进行的。商品包装的文、图、色及造型形态，对消费者来说都是一种视觉元素，而这些元素必须具备一定的个性特征才能引起消费者注意。

在商品包装设计的诸多元素中，色彩的视觉冲击力最强。商品包装所使用的色彩，会使消费者产生联想，诱发各种情感，使购买心理发生变化。但使用色彩来激发人的情感时也应遵循一定的规律。心理学研究认为，在绘制食品包装时，不要用或少用蓝色、绿色。而尽量多的使用橙色、桔红色等使人联想到丰收、成熟的色彩，从而引起顾客的食欲促使购买的行动。就象我们现实生活中，消费者购买滋补类产品，大多会对大面积暖色调包装的商品感到满意，而对洗洁用品则对冷色调包装比较感兴趣。这就是商品包装作用于消费者心理的效果。

在商品包装设计的诸多元素中，色彩的视觉冲击力最强。商品包装所使用的色彩，会使消费者产生联想，诱发各种情感，使购买心理发生变化。但使用色彩来激发人的情感时也应遵循一定的规律。心理学家研究认为，在绘制食品包装时，不要用或少用蓝色、绿色，而尽量多的使用橙色、桔红色等使人联想到丰收、成熟的色彩，从而引起顾客的食欲促使购买的行动。就像我们现实生活中，消费者购买滋补类产品，大多会对大面积暖色调包装的商品感到满意，而对洗洁用品则对冷色调包装比较感兴趣。这就是商品包装作用于消费者心理的效果。

随着市场经济的不断发展，商品越来越多样化。了解研究消费者心理已成为生产者和设计师的出发点。如果没有对消费者心理深入的了解，设计出来的产品再好，也只能是放在仓库里或柜台里，不能产生市场效益。所以重视对消费者的需要、动机、个性、情感的调查和了解，做到产品设计理念上新颖，视觉上好看，使用上方便，品位上满意，价格上合理，就一定能推出受市场欢迎的优秀设计，实现生产者、设计师和消费者共赢，刺激市场消费，促进设计发展。

一个优秀的设计师，不能只知道研究工程心理学和工效学方面的知识，更重要的是了解消费者的行为心理，了解产品的功能设计与人的生理和行为特点的匹配关系，了解用户的行动结构和贯彻以人为本的科学发展观，也是艺术设计中的关键。把握好设计思想和心理学的关系，才能更好的为消费者服务，设计出符合市场发展的优秀的作品，才能被市场和消费者认可。

Discuss on the relationship between design and psychology

With the development of the country and the improvement of people's living standards, Art design involves a wider area. In the discussion of art and design form contemporary designer, abandoned the previous direction which separated people and objects , and treated them in isolation, or only simply made people to adapt to things. Designers began to attach importance to psychological tendency form consumers who live in art design, and make art design combined with market demand.

Design psychology is a discipline which is specialized research in how to grasp the consumer psychology and consumption behavior rules, design marketable products in industrial design activities, and enhance customer satisfaction. It is a learning which is established on the basis of psychology, make the psychological of people state through the role consciousness in design, especially for the psychological demand. It also research on a mentality when people in the process of design and creation,and the psychological reaction form design to social and social individual .Then in turn act on design again, make the design could reflect and meet people's psychological .

Consumer psychology refers to the psychological phenomenon of consumers. The psychological phenomenon of consumers involves General psychological activity process , also involves the differences on the psychological characteristics of the consumers as individuals personality. When consumers in consumption, their psychological phenomenon is performance for the perception, attention, memory, thinking and imagination of product , and the attitude toward of product's likes and dislikes, causing the positive and negative emotions.

Perception, and sentiments of life, people interact with surrounding in the life practice, must have the subjective activity and the behavior of one kind or another,this is the person's psychology activity. people is

the premise and the object of design, is the main part of the design.In product design, if we want to consider the behaviors rules of consumers, we will strive to achieve the harmony of man, machine and environment. How to design the products that satisfy consumers and connect with design and psychology. How to convey the correct information to make the users have the correct understanding? So, we must have a certain understanding and study about the psychology of user behavior if we want to have a reasonable and scientific design. Design psychology is a discipline which is research design and the relationship between people's behavior. Design has certain order, pattern and structure, design psychology attaches great importance to people's psychological tendency in the daily life ,combined with choosing a series of relations of a variety of related elements and people .

In some areas, vision and perception is one direction of the common interests in psychology and design. For many years, psychologists have always wanted to be sure, how to work togetherin with the human eye and brain in the perceptual process .As designers, are also interested in this , because the visual representation in the final analysis is for others to see in the final analysis.In the process of people's visual cognition, people are not passive accept the stimulative effect of the objective things, but it is going by interaction with the objective things and man's subjective psychological factors. For consumers,Text、pattern、color and shape form of commodity packaging is a kind of visual elements, and these elements must have a certain personality traits could attract consumers attention.

Color has the strongest visual impact in a number of elements in the commodity packaging design . The color of commodity packaging use, would make consumers cause imagine, induce a variety of emotion, and make the change of purchasing psychology. But when we use color to stimulate people's emotions, we also should follow certain rules. Psychologists research suggests that in order to cause customer's appetite to buy ,we should as

much as possible to use colour such as orange, jacinth which is make people associate of harvest and mature , and do not use or use less blue and green when draw food packaging. Just like in our real life ，when consumers buy tonic products, they will have most satisfied of products which with the large area of warm color packaging ,and interested in cold tone packaging of products .This is the effect of commodity packaging function in the consumer psychology.

With the continuous development of market economy, commodity is more and more diversification. understanding and studying the psychology of consumer has already became the starting point to become a producer and designer . If there is no in-depth understanding on consumer psychology, the commodity could only be put in the warehouse or counter whether how nice the produt is . So pay attention to the needs 、motivation、personality,、emotional investigation and understanding of the consumers, accomplish novel on the design concept、 good on the vision , easy to use, satisfaction on grade and reasonable in price ,If we meet these requirements , we will be able to launch good design which is popular in the market , and realize the win-win situation between producers and designers and consumers, stimulate the market consumption, promote the development of design.

A good designer, not only know the engineering psychology and ergonomics knowledge, but it is more important to understand psychology of consumer behavior ,and understand the matching relation between the function of the product design and the people's physiological and behavioral characteristics , to learn the action structure of users and to implement the people-oriented scientific outlook on development, that also a key in art design. Only we grasp the relationship between the design ideas and psychology, can be better service for customers; only we design great product which is in line with market development , can be recognized by the market

and consumers.