基于层次分析法的用户色彩偏向研究

目的分析用户色彩偏向性的选择行为,为应用软件标志色彩的设计提供指导性意见。方法以层次分析法对应用软件标志色彩的识别性影响因子及影响比重进行实验,构建用户选择色彩影响因子的层次结构。从用户对色彩认知的生理、心理、社会三个方面提取色彩影响因子,对色彩影响因子的提取方式进行探索与实践;在生理方面结合眼动实验数据,将数据作为用户的生理评定数值引入层次模型;在心理方面通过色彩区域划分,获知用户对色彩的偏向次序;在社会方面运用色彩语义法进行语义分类。以医疗类应用软件标志色彩选择为例进行实验,将各因子的层次结构转化为判断矩阵进行数学计算,得出各影响因子的权重值。结果应用软件标志色彩的影响因子提取模型具有可行性,且模型具有可重复性。结论借助层次分析法获知用户对应用软件标志色彩的偏向次序,为应用软件标志色彩的设计提供新的理论依据。

User Color Preference Research Based on Analytic Hierarchy Process

The paper aims to analyze users'' color-biased selection behaviors, and provide guidance for the color design selection of the application software logo. This paper used the analytic hierarchy process (AHP) to test the recognition factors and influence proportion of software logo colors, and constructed the hierarchical structure of the color influence factors selected by users. It extracted color influence factors from physiological, psychological and social aspects of users'' cognition of color, and explored the extraction methods of color influence factors and put them into practice. In the aspect of user physiology, combined with experimental data of eye movement, the data were introduced into the hierarchical model as the value of user physiological evaluation. In psychological aspect, users'' preference order of color was obtained through color division. At the social level, color semantics was used for semantic classification as a factor extraction. Finally, the experiment was based on the application color selection of medical application software, the hierarchical structure of each factor was transformed into a judgment matrix for mathematical calculation, and the weight values of each influence factor were obtained. The impact factor extraction model of the application software logo color was feasible and repeatable. Using AHP to get the user''s preference order for the color of the application software logo provides a new theoretical basis for the color design of the application software logo.