“Colors are the mother tongue of the subconscious.”
“颜色是潜意识的母语。”
Carl Jung, a Swiss psychiatrist and psychoanalyst, is quoted to have said this. Jung is most prominently associated with the pioneering stages of color psychology, which has since been used for marketing, design and more. I want to share with you what I believe to the three most important colors and three important lessons to bear in mind while designing financial applications for users.
引用瑞士精神病学家和心理分析学家卡尔·荣格(Carl Jung)的话是这样说的。 荣格(Jung)与色彩心理学的开拓阶段有着最显着的联系，自那以后，色彩心理学就已经用于营销，设计等领域。 我想与大家分享我为用户设计财务应用程序时要记住的三个最重要的颜色和三个重要的教训。
蓝色???? (Blue ????)
Imagine that you have $10,000 to deposit. You have a choice between two banks, the Blue Bank and the Brown Bank as shown here.
假设您有$ 10,000的存款。 您可以在两个银行(蓝色银行和棕色银行)之间进行选择，如下所示。
Assume that there is no difference at all between the two banks, save for their logos. Use a card or just your palm to hide one logo and look at the other, one by one. Now close your eyes and decide. Which one will you bank with?
假设两家银行之间完全没有区别，除了它们的徽标。 使用卡片或您的手掌来隐藏一个徽标，一个一个地看另一个徽标。 现在闭上你的眼睛，然后决定。 您可以向哪一家银行存款？
If you are like most people, you might be, ever so slightly, more inclined towards the Blue Bank. Why?
如果您像大多数人一样，那么您可能会稍微偏向于蓝岸银行。 为什么？
YouGov, a British international Internet-based market research and data analytics firm, conducted a survey in 10 countries across four continents in 2015. They asked one question, “Which one of the colors listed below do you like the most?” and listed 11 options, pink, red, green, blue, orange, purple, black, yellow, white, brown and none of these. Guess, which was the most popular choice? You are right. It was blue. This was true across all countries, including the red * China. Do you wonder which was the least popular color? It was brown across most countries. However, not across all. For instance, in Indonesia, brown was the third most popular color after blue and red. So, what does it have to do with you (perhaps) choosing Blue Bank over Brown Bank?
2015年，英国国际互联网市场研究和数据分析公司YouGov在四大洲的10个国家进行了一项调查。他们提出了一个问题：“您最喜欢以下哪种颜色？ ”，列出了11个选项，分别是粉红色，红色，绿色，蓝色，橙色，紫色，黑色，黄色，白色，棕色，这些都不是。 猜猜，哪个是最受欢迎的选择？ 你是对的。 它是蓝色的。 在包括红色共产主义中国在内的所有国家中都是如此。 您想知道哪种颜色最受欢迎吗？ 在大多数国家，它都是棕色的。 但是，并非全部。 例如，在印度尼西亚，棕色是仅次于蓝色和红色的第三流行颜色。 那么，与您(也许)选择Blue Bank而不是Brown Bank有什么关系？
(Please check out https://today.yougov.com/topics/international/articles-reports/2015/05/12/why-blue-worlds-favorite-color for details on this survey.)
(有关此调查的详细信息，请查看https://today.yougov.com/topics/international/articles-reports/2015/05/12/why-blue-worlds-favorite-color 。)
Since blue is favored by so most people, it is often viewed as a non-threatening color that can seem conservative and traditional. In other words, it evokes trust. Trust is one of the most important qualities that a bank, an insurance company or a financial services firm can hope to establish with their customers. Oliver Wendell Holmes Sr., an American physician, poet, and polymath, has said —
由于蓝色因此受到大多数人的青睐，因此通常被视为一种不具威胁性的颜色，看起来较为保守和传统。 换句话说，它唤起了信任。 信任是银行，保险公司或金融服务公司希望与客户建立的最重要的素质之一。 美国医师，诗人和博学专家奥利弗·温德尔·霍尔姆斯(Oliver Wendell Holmes Sr.)说：
Put not your trust in money, but put your money in trust.
不要相信钱，而要相信钱。
The point is not the color blue. The point is the feeling of trust. Keep this lesson in mind while designing and building financial applications.
重点不是蓝色。 关键是信任感。 在设计和构建财务应用程序时，请牢记这一课。
Lesson 1 — Build for trust. Not just in form, but also in content.
第1课-建立信任。 不仅在形式上，而且在内容上。
Design your application for security and reliability to earn and keep the user’s trust.
为安全性和可靠性设计您的应用程序，以赢得并保持用户的信任。
绿???? (Green ????)
What is common to the following three books?
以下三本书的共同点是什么？
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“Think and Grow Rich” by O. Napolean Hill,
O. Napolean Hill的“思考与成长致富” ，
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“Rich Dad, Poor Dad” by Robert T. Kiyosaki, and
罗伯特·T·清崎(Robert T. Kiyosaki)的《富爸爸，穷爸爸》，和
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“The Richest Man in Babylon” by George S. Clason.
乔治·克拉森(George S. Clason)的“巴比伦首富” 。
There are a few things common among them. One of them is that they are some of the best selling non-fiction books of all time, each having sold millions of copies. Two is that they provide financial advice and lessons on living a rich life. Here is a quote from each book.
其中有一些共同点。 其中之一是，它们是有史以来最畅销的非小说类书籍，每本都售出了数百万本。 二是他们提供财务建议和丰富生活的经验教训。 这是每本书的引用。
“Whatever the mind can conceive and believe, it can achieve.” — Napolean Hill
“无论头脑能想到和相信什么，它都能实现。” —拿破仑山
“When you are young, work to learn, not to earn.” — Robert Kiyosaki
“年轻时，努力学习，而不是赚钱。” —罗伯特·清崎
“The first copper you save is the seed from which your tree of wealth shall grow.” — George Clason
“您节省的第一笔铜是您的财富树将成长的种子。” —乔治·克拉森
Do see a pattern? It may not be obvious at first, but it is there. Not only in these three books, but in fact in almost all good books on getting richer and living a richer life. They talk about one thing. Of course, they talk about money. More importantly, they speak of growth.
看到图案了吗？ 乍一看可能并不明显，但是确实存在。 不仅在这三本书中，而且实际上在几乎所有关于致富和过上富裕生活的好书中。 他们谈论一件事。 当然，他们谈论金钱。 更重要的是，他们谈到增长。
When people think about money, they want security, but they also want growth. In fact, many times the concern for growth overtakes the concern for security. So much so that, lots of people were ready to invest huge sums in tulips in 17th century Netherlands, in emus in 1990's America and are still ready to invest in bitcoins today all over the world. They want to see their money growing like an acorn planted and tended well grows into a mighty oak tree. Green stands for growth.
当人们想到钱时，他们想要安全，但他们也想要增长。 实际上，对增长的关注常常超过对安全的关注。 如此之多，以至于很多人已经准备好在17世纪的荷兰，1990年的美国Emus上投资大量郁金香，并且今天仍然准备在世界各地投资比特币。 他们希望看到自己的钱像种植的橡子一样增长，并且往往长成一棵强大的橡树。 绿色代表增长。
The point is again to not only think about the color green, but to go beyond it towards the feeling of growth.
再次要指出的是，不仅要考虑绿色，而且要超越绿色来实现增长的感觉。
Lesson 2— Assist in growth. Both in quantity, as well as in quality.
第2课-协助成长。 无论是数量还是质量。
Design your application to offer the user choices, which nudge them towards growth.
设计应用程序向用户提供选择，这促使他们达成的增长。
红???? (Red ????)
Why do you earn money? Why do you save some of it? Why do you invest some of it?
你为什么赚钱？ 为什么要保存其中一些？ 您为什么要投资其中的一部分？
We can find clues to the answer by simply looking up the definition of money.
我们可以通过简单地查找货币的定义来找到答案的线索。
金钱的定义 (Definition of money)
1: something generally accepted as a medium of exchange, a measure of value, or a means of payment.
1：通常被认为是一种交换媒介，一种价值量度或一种支付手段的东西。
So, money is simply a medium of exchange. In other words, only a means towards an end. So, the next question is, “What are the ends?” We can find this out by asking people, “What do you need to buy with money? What do you want to buy with money?” Both needs and wants are desires that people have. Each of us each is riding a streetcar named desire. Red stands for desires.
因此，金钱仅仅是交换的一种媒介。 换句话说，只有达到目的的手段。 因此，下一个问题是： “目的何在？” 我们可以通过问人们“您需要用钱购买什么？ 您想用钱买什么？” 需求和欲望都是人们的愿望。 我们每个人都乘坐名为欲望的有轨电车。 红色代表欲望。
What are your desires? Is it to buy a house? Is it to get your children quality education? Is it to travel the world? Is it to save and invest for a comfortable retirement life? Your desires could be others. Many, more.
你有什么愿望买房子吗？ 是为了对孩子进行素质教育吗？ 是环游世界吗？ 储蓄和投资以享有舒适的退休生活吗？ 您的欲望可能是别人。 还有很多。
The point is to think about your users’ desires. What are the features and functionality that you are going to build to understand their desires and cater to them?
关键是要考虑用户的需求。 您将要构建什么特征和功能来了解他们的需求并满足他们的需求？
Lesson 3— Cater to desires, including both the needs and the wants.
第三课-迎合欲望，包括需求和欲望。
Design your application to meet the user’s desires, which are the ends which they wish to attain through the means.
设计你的应用，以满足用户的期望，这是他们希望通过手段来达到目的。
Do you know what can we get by mixing different combinations of blue, green and red? A world of infinite possibilities!
您知道通过混合蓝色，绿色和红色的不同组合可以得到什么吗？ 无限可能性的世界！
翻译自: https://uxdesign.cc/3-colors-for-financial-applications-ec75c806e454