用户性格与颜色及图标特征偏好的关联

为探究用户性格对颜色和图标特征偏好的影响，给电商平台界面的设计提供理论依据，使用HEXACO模型、颜色属性偏好问卷、图标特征偏好问卷，对284名大学生进行测量。结果表明：性格特征可以显著预测颜色属性和图标特征的偏好。其中对经验的开放性与红色、橙色、黄色、黄绿色、蓝色、柔和、灰暗的颜色偏好显著正相关，外向性与黄色、饱和的颜色偏好显著正相关，尽责性与红色、灰暗的颜色偏好显著负相关，与复杂的图标特征偏好显著负相关，诚实恭顺与简单抽象的图标特征偏好显著正相关，情绪性与明亮的颜色偏好显著正相关，与抽象的图标特征偏好显著负相关。由此可见，性格特征与个体对颜色和图标特征的偏好具有关联性，电商平台可根据用户的性格特征进行个性化的界面设计。

A Study on the Relationship between User Personality and the Preferences of Color and Icon Characteristics

In order to explore the influence of user personality on the preference of color and icon characteristics and provide a theoretical basis for the design of e-commerce platform interface, 284 college students were measured by HEXACO model, color preference questionnaire and icon characteristics preference questionnaire. The results show that personality traits can significantly predict the preference of color and icon characteristics. Among them, the openness to experience was significantly positively correlated with the preference of red, orange, yellow, chartreuse, blue, soft and gray color. Extroversion was positively correlated with the preference of yellow and saturated color. Conscientiousness was significantly negatively correlated with the preference of red and gray color, and the preference of complex icon. Honesty-humility was positively correlated with the preference of simple and abstract icon. Emotionality was positively correlated with the preference of bright color and negatively correlated with the preference of abstract icon. Thus, it can be seen that personality characteristics and individual preferences for color and icon characteristics are related, and the e-commerce platform can carry out personalized interface design according to users'' personalities.