灌溉草场
As big coffee drinkers at SitePoint, we also churn through a crate of milk each week. Recently the milk company we use rebranded. Here’s the new label.
作为SitePoint的主要咖啡饮用者，我们每周还制作一箱牛奶。 最近，我们使用的牛奶公司更名。 这是新标签。
If it is possible for a brain to ‘wince’, mine did when I saw this. In fact, my brain still winces every time I see this milk bottle.
如果大脑有可能“退缩”，那我见到了。 实际上，每次看到这个牛奶瓶，我的大脑仍然会畏缩。
There’s no question that ‘Green Pastures’ is a perfectly respectable name for any dairy product. The phrase conjures visions of peaceful, contented cows grazing lazily in lush fields.
毫无疑问，“绿色牧场”是任何乳制品的完美称呼。 这个词使人联想到和平，知足的奶牛在茂密的田野上懒惰地放牧的景象。
High-fives on the naming workshop, guys!
伙计们，在命名工作坊上，拳手们！
However, how they settled on the idea of using a dry, dusty brown to portray their ‘green pastures’ label – the color of droughts, deserts and sun-baked clay – is one of life’s great mysteries. It’s great to be brave in design, but you need to be careful you aren’t undermining your message.
但是，他们如何决定使用干燥的，多尘的棕色来描绘“绿色牧场”的标签(干旱，沙漠和晒黑的粘土的颜色)的想法是生活中最大的谜团之一。 勇敢的设计是很棒的，但是您需要小心，不要破坏您的信息。
While some people feel the sensation more acutely than others, most of us feel some sense of mental discomfort when we notice oddities like this. Psychologists call this discomfort ‘cognitive dissonance‘ – an idea that was first described by Leon Festinger.
尽管有些人比其他人感觉更敏锐，但当我们注意到这种怪异现象时，我们大多数人都会感到某种精神上的不适感。 心理学家称这种不适为“ 认知失调 ”，这一观点最早由莱昂·费斯汀格 ( Leon Festinger)提出 。
Festinger theorized that when people encounter it they will usually:
Festinger提出理论，当人们遇到它时，他们通常会：
Try to remove or resolve the discomfort 尝试消除或解决不适 Avoid that discomfort in future 避免将来出现不适Our milk tastes fine and since it is delivered to the fridge, I use it. But would I select it from a supermarket shelf? No, not if I had a choice. Sure, it’s just a printed sticker but it just feels a little bit wrong.
我们的牛奶味道很好，由于已经送到冰箱了，所以我用它。 但是我会从超市货架上选择它吗？ 不，如果我有选择的话。 当然，它只是印刷的贴纸，但感觉有点不对。
Strangely, this even happens when random, accidental dissonances arise.
奇怪的是，甚至在偶然的偶然失调出现时也会发生这种情况。
Scrum cover in red and green
Scrum封面红色和绿色
I’m currently working on the book cover for ‘Scrum: Novice to Ninja‘ by M. David Green. Clearly David is ‘Green’ by surname only, and not hue (He may or may not be ‘politically green’).
我目前正在为大卫·格林(M. David Green)编写的“ Scrum：从新手到忍者 ”的书封面。 显然，大卫只是姓氏上的“绿色”，而不是色相(他可能会也可能不是“政治上绿色”)。
Yet when I composited his name onto an orange background it felt weird. At first I couldn’t even figure out why, but somewhere my subconscious seemed to be elbowing me impatiently. Eventually my conscious mind ‘got’ it too.
但是，当我将他的名字合成到橙色背景时，感觉很奇怪。 起初我什至不知道为什么，但是在某个地方，我的潜意识似乎在不耐烦地使我弯曲。 最终，我有意识的头脑也“明白了”。
When I switched the orange to a green, it was like shaking a stone out of my shoe. It fixed things.
当我将橙色变成绿色时，就像从鞋子里甩出一块石头一样。 它解决了问题。
Even watching the animation above, I still get the same feeling. Weird, huh?
即使观看上面的动画，我仍然有相同的感觉。 奇怪吧？
Does this doesn’t mean that you should always avoid cognitive dissonance at all costs?
这是否意味着您应该始终不惜一切代价避免认知失调？
No. In fact, the entire mechanic of games like Farmville, Sim City and even ol’ school Mouse Trap board game is built around using your own discomfort to draw you deeper into the game.
不会。事实上，整个游戏机制(例如Farmville，Sim City甚至是学校的Mouse Trap棋盘游戏)都是围绕着自己的不适来构建的，以使您更深入地参与游戏。
You invest some time and then have a choice. To do nothing and gradually lose what you have. Or invest more time, protect what you have and obtain more – even if the ‘more’ you obtain is of no tangible value.
您花一些时间，然后选择。 无所事事，逐渐失去所拥有的。 或投入更多时间，保护自己拥有的东西并获得更多-即使所获得的“更多”没有实际价值。
After all, you reason, it would be crazy to let those virtual eggplants just wither on the vine because you didn’t harvest them in time, right? After all those hours you’ve spent…
毕竟，您认为，让这些虚拟茄子在葡萄树上枯萎是疯狂的，因为您没有及时收获，对吧？ 经过所有这些小时，您已经度过了……
Providing ways for casual gamers to soothe their ‘pyschic discomfort’ is how Zynga was to able to rake in tens of millions of dollars a day in 2010-11. They didn’t even need to offer things like interesting gameplay, hand-eye co-ordination challenges or even fun.
Zynga如何在2010-11年度每天赚取数千万美元，从而为休闲游戏玩家缓解“精神不适”提供方法。 他们甚至不需要提供有趣的游戏玩法，手眼协调挑战甚至是乐趣。
In truth, not many people ever talked about loving the experience of playing Farmville – they just preferred it over what happens when they stop playing and their farm dies.
实际上，没有多少人谈论过热爱玩《 Farmville》的经历，他们只是更喜欢这种游戏，而不是在停止玩游戏并死于农场时会发生什么。
So, it turns out that if you harness it correctly, cognitive dissonance can be a really useful force to move and motivate people who are already engaged in your site, app, game, etc.
因此，事实证明，如果您正确地利用它，认知失调可能是真正有用的力量，可以动员和激励已经参与您的网站，应用程序，游戏等的人们。
But it can be much more damaging if it emerges during the introduction of your product/service. At that time the easiest way to soothe their discomfort is to choose another milk company.
但是，如果在您的产品/服务推出期间出现这种情况，可能会造成更大的破坏。 当时，减轻他们不适的最简单方法是选择另一家牛奶公司。
Dissonance is a dark and powerful force. Use it wisely.
不和谐是一种黑暗而强大的力量。 明智地使用它。
Republished from the SitePoint Design Newsletter
从SitePoint设计新闻稿重新发布
翻译自: https://www.sitepoint.com/cognitive-dissonancegreen-pastures-not-actually-green/
灌溉草场
相关资源：jdk-8u281-windows-x64.exe