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دلالات الألوان بالتصميم

بقلم: ديالا الشاش

لكل لونٍ دلالة ترمز لِهدف معين تُريدُ العلامة التجارية أن ترسلهُ لجمهورها، وهي ليست بِعملية سهلة أو عشوائية على الإطلاق بل فنٌ قائم بحد ذاته، وفي هذا المقال ستنطرحُ لكم بعض الشروح البسيطة للألوان و باعتراف خبراء تصميم من أهمهم ” jessica Walsh, jason santa maria, stefan sagmeister, steven harrington, david schwen, Lauren hom, chuck anderson, lotta nieminen, june digan, leta sobierajski, luke choice ” وغيرهم الكثير …
والآن … لكي تختار الألوان المناسبة يجب عليك أولاً أن تتعلم ما أهمية هذه الألوان وما هي دلالاتها، وكيف يلعب اللون دوراً هاماً لإرسال رِسالة معينة من الشركة إلى المُستهلك، وكيف يتم جذب هذا المُستهلك للإقبال على خدمات هذه العلامة أو استهلاك منتجها .

دور الألوان النفسي:

إن الألوان المُستخدمة في العلامة التجارية تُحفز حاسة البصر للإتصال بالعقل ن ذلك عبر رموز تحفيزية تَصل لهُ بِشكل مباشر بِرسالة مفادها ” قد نال إعجابي ، قد أثر بي ، أريد أن أراه أكثر ، أنا أثق بهذه العلامة ” .
لنبدأ معاً رحلة التعرف بالألوان :
سنتحدث عن الألوان بالترتيب من حيث الأصعب والذي يشكل تحدٍ للمصممين إلى الأكثر شيوعاً واستخداماً …
اللون الرمادي بتدريجاته إلى الأسود
أكثر ما يرمز له هذا التدرج هو التوازن والحيادية والدلالة المفتوحة على كُل الرسائل، يقول خبراء التصميم أن هذا التدرج هو التحدي الأكبر للمصممين وذلك لصعوبة التعامل معه ولرسالته المتعددة والتي لا يمكن بتحديدها برمزية معينة .
ومن أهم الشركات التي تعاملت مع هذا التدرحج باحترافية:
Wikipedia, Apple, Honda, Mercedes-benz, Puma, CN “ Cartoon Network”
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اللون الأحمر
لا تغضب فهو لون من الصعب التحكم به لكن يُعد تحدٍ مٌهم للمصميين، يوحي للعين بالطاقة و الحيوية، يقول خبراء التصميم إنه اللون الأمثل لإستثار الحواس كما تُشير بعض الدراسات أنه رؤيته تُزيد من ضربات القلب بشكل تلقائي، حتى إن لم تَكن هذه الدراسة مؤكدة لكن حتماً هو يُشكل ثاني تحدٍ أمام المصممين.
ومن أهم الشركات التي تعاملت مع اللون:
Red Bull, Coca Cola, YouTube, Pinterest, Nintendo, Vodafon, Adobe, Virgin, Toyota, Canon, CNN, Lays
 
Most-Famous-Logos-in-Yellow
اللون الأصفر
هو لون يوحي بالثقافة والغِنى، الكثير من خبراء التصميم يربطونه بشكل مُباشر بالوضوح وذلك يعود للون الشمس الذي يَسهل على العين تمييزها وبشكل قوي.
ومن أهم الشركات التي تعاملت مع اللون:
IMDB, National Geographic Channel, DHL, Ferrari, CAT, Ikea, McDonald’s, Nikon, Chupa Chups
famous-orange-logos
اللون البرتقالي
هو لون يرمز للدفء للصداقة ، ذلك لأنه ارتبط ارتباط وثيق بلون الخريف الودود والمُحبب، يقول خبراء التصميم إن التعامل مع هذا اللون صعب لشدة جماله وأنه اللون المثالي الذي يوحي بالسعادة و الود.
ومن أهم الشركات التي تعاملت مع هذا اللون:
Amazon, FireFox, Fanta, Boost, Crush, Nickelodean, Harley Davidson, Shutterfly
Famous-green-logos
اللون الأخضر
هو يوجه الرمز بشكل مباشر بأمنا الطبيعة ، لذا دلالته واضحة فهو يوحي للعين بالصفاء والإستقرار، ولِكونه لون مألوف ومثالي للناظر اعتمده خبراء التصميم كلون مُتناغم ويرمز بشكل مباشر للصحة .
ومن أهم الشركات التي تعاملت مع اللون:
Lacost, StarBucks, Land Rover, Spotify, Holiday Inn, Tropicana, Animal Planet, Whole Food
اللون الأزرق
هو لون هادئ حالم ، يطفي على العين إحساس بالثقة و الولاء، لذا يعتمده الكثير من المصممين والشركات لأن رسالته واضحة “ثق بي فأنا جديرٌ بهذه الثقة” ، لذا أغلب منصاتالتواصل الاجتماعي و شركات العملات تعتمده لسهولة اكتساب الثقة.
ومن أهم الشركات التي تعاملت مع اللون:
Facebook, Twitter, LinkedIn, Intel, Samsung, Nokia, HP, Ford, American Express, Oreo, Oral B
Famous-purple-logos
اللون البنفسجي
هو لون الإبداع ، لون الإبتكار ، لون التعبير عن المشاعر ، يقول مختصي التصميم أنه اللون الأمثل لبث روح الإبداع في عيون الناظر ، كما أن بعض المصممين يقولون عنه أنه اللون الملكي وهو اللون المثالي لتصميم يجمع السهل الممتنع ” البساطة و السهولة و الملكية”
ومن أهم الشركات التي تعاملت مع هذا اللون:
Yahoo, CadBury, Barbie, Hallwork, LYNX, Big brothers Big sisters, Monster, SYFY
FLS-Blog-WHITE-Logos_Hero
اللون الأبيض
اللون الذي يتسم بالهدوء و النقاء و الصفاء، اللون المريح الذي يصلح لكل زمان و مكان و كل رسالة و كل هدف ، كما سهولة التعامل معه تطفي عليه اللون الأكثر رغب بالتعامل به لدى الشركات والعلامات التجارية الصغيرة منها و الكبيرة.
ومن أهم الشركات التي تعاملت مع هذا اللون:
HallyWood, Universal, Tesla, Coton, The North Face, Phoenix, Mini, Octopus, Yodaa, Wattie’s, Poker Hills

الخلاصة

إن هذه الألوان تقسم لمجموعتين أساسيتين : الثلجية، النارية، كمثال الألوان ” الأصفر، الأحمر، البرتقالي” ألوان نارية، والألوان ” الأزرق ، البنفسجي ، الرمادي، الأبيض” ألوان ثلجية أما الأخضر فهو المعادلة الأصعب لكونه لا يدرج تحت أي من المجموعتين وبذات الوقت يمكن أن يدرج تحت الأثنتين معاً…
وهكذا تكون قد توضحت الفكرة بدلالات الألوان ، ويأتي بالمرحلة الثانية التحكم بالمحتوى التسويقي و إخضاعه للهدف والدلالة المُراد إيصالها للمستهلك، وجذب أكبر عدد ممكن من الجمهور بجهد أقل و ذكاء أكبر.

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