外文翻译----色彩对网站吸引力和用户认知过程的影响(编辑修改稿)

外文翻译----色彩对网站吸引力和用户认知过程的影响(编辑修改稿)内容摘要：

he classical aesthetics dimension emphasizes orderly and clear design, and is closely related to certain of the design rules advocated by usability experts. The expressive aesthetics dimension corresponds to designers‟ creativeness and originality, and to their ability to break design conventions. 4 To supplement these results, Sue et al. [36] analyzed the ”highlevel” design elements used by professional designers to convey different feelings to visitors and flagged up the importance of colours, shapes and images. In a recent study, Cyr [19] found that good visual design of a Website, which includes colours, 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 subjective ones: these aspects 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 highlighted in the research by Sue et al. [36] and Cyr [19]: the colour of products or interactive systems, such as Websites. Colours and users’ reactions Although research on the psychology of colour is still in its infancy, several studies have pointed to a relationship between colours and emotions [37– 41,18]. Especially, the choice of colours can impact user feelings and reactions. Research conducted by Walters, Apter, and Svebak [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 the fact that there is no precise theoretical rationale for explaining exactly how a colour might affect feelings, evidence exists to indicate that colours do indeed influence individuals‟ feelings, attention, judgments and decisions such as shopping 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 productions: 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 favourably than warmer colours, such 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 relaxed feeling states [54]. In accordance with these findings, Jacobs andHustmyer [53] used measures of galvanic skin responses to show that blue is amore relaxing colour than red or yellow. Similarly, using ratingscale measures of feelings, Gorn et al. [55] 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 guidelines (or “design basics”) for designing user interfaces, a few remendations are related to appropriate colour binations, or “colour harmonies”[56,57]. However, such remendations are usually restricted to readability issues or to specific aspects 5 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 the context of Websites, users feel a sense of equilibrium when balance is achieved within each page [56], and users‟ preferences seem to be based on a bination of Web page balance and colour[60]. Bynum et al. [61] recently asked American students to look at a puter screen on which successive colours were displayed and to express their feelings about these colours. Red was associated with nervousness and yellow with satisfaction. Gorn et al. [51] also investigated the effect of background screen colour, while a Web page was being downloaded, on the perceived rapidity of the download. These authors found that colours which induced more relaxed feeling states led to faster perceived , they observed that colour had consequences on users‟ judgments of the Website and on the likelihood of their remending it to others. More recently, Cyr et al. [50] analyzed relationships 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 preferred by certain groups (., 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: 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 crucial feature of Websites, insofar as they not only contribute to the users‟ first impressions and feelings about a Website, but also influence users‟ navigation behaviour and subsequent therefore conducted two experimental studies in order to meet the following plementary 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 (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 designers Objectives and hypotheses We first conducted an exploratory study in the context of Websites in order to determine whether the users and designers of Websites judge the same colours to be appealing or unappealing. Colour appeal is defined as the degree to which colours used in Websites are perceived as pleasing, appealing and appropriate [50]. In。