【中英双语】渐变：是一种缓解焦虑感的多彩设计趋势

定义：渐变是从一种颜色逐渐变化成另一种颜色，是一种数码或印刷效果，一般以柔和细腻的色调呈现。

What it is: A digital or print effect where one color fades into another. Typically rendered in soft or pastel tones.

渐变的应用场景：在媒体和市场营销中，渐变看似无处不在。黄蓝渐变已经成为2017年脸书状态背景，同时也是纽约时报旗下流行品牌每日电讯报的一部分。

Where it is: Gradients are seemingly everywhere in media and marketing. They are part of a suite of Facebook status backdrops introduced in 2017 and the branding for the New York Times’popular podcast The Daily, which displays a yellow to blue gradient.

渐变已经取代科切拉音乐节的APP和网站的背景（如果你仔细观察就会发现颜色的变化）。在电影《一个明星的诞生》中艾丽的宣传海报就是一个完整的渐变，同时奥斯卡颁奖典礼上宣传海报上的小金人也是渐变的。

Gradients have taken over Coachella’s app and website (if you watch carefully, the colors shift). Ally’s billboard in A Star Is Born is a full-on gradient, and so was the branding for the Oscars ceremony that recognized Lady Gaga.

在ins（一款社交应用）上，它们为韩国流行美容品牌Glow提供了一个产品背景，并受到了伯克利工作室Anagraph创立的独立杂志Gossamer和Anxy的欢迎。

On Instagram, they provide a product backdrop for popular Korean beauty brand Glow, and have been embraced by indie magazines Gossamer and Anxy— both designed by Berkeley studio Anagraph.

在奢侈品方面，布鲁克林的壁纸公司Calico发布了一整套的名为“Aurora”的渐变色壁纸。与此同时,西班牙奢侈品牌Loewe推出了一款粉黄渐变的大象包。

On the luxury front, Brooklyn wallpaper company Calico has released an entire collection of gradient wallpapers called Aurora. Meanwhile, Spanish fashion house Loewe has introduced a version of their trendy Elephant bag in a spectrum of pink to yellow.

渐变能“喝”么？是的，它可以喝。苏打水的创始公司Recess已经把渐变融入到他们的主营产品中了。

Are gradients drinkable? Heck yes, they are. Seltzer startup Recess has gone all-in on gradients in their branding.

二、渐变是三种不同趋势的汇合点

为什么你会在很多地方都能见到它，这是因为渐变是三种不同趋势的汇合点：光和空间艺术、蒸汽波风格（低饱和度的渐变配色）、双性打光（打光手法）。

Why you’re seeing it everywhere:Gradients are the confluence of three different trends: Light and Space art, vaporwave, and bisexual lighting.

1. 光和空间艺术

在艺术和设计领域，发展于上世纪60、70年代的光和空间在ins的作用下一直在经历着复兴。其先驱者詹姆斯特瑞尔被像碧昂斯、德雷克和坎耶韦斯特这样的名人所接受。德雷克的MV《Hotline Bling》就借鉴了特瑞尔的名为Ganzfelds光影之屋的作品。

In the art and design world, Light and Space — developed in the 1960s and ’70s — has been experiencing a revival thanks to its Instagramability. Light and Space pioneer James Turrell has been embraced by celebrities like Beyoncé, Drake, and Kanye West. Drake’s Hotline Bling video was inspired by Turrell’s light-infused rooms called Ganzfelds.

图 Ganzfelds光影之屋

詹姆斯·特瑞尔的作品伴随着一个预警，因为参观者很快就会失去了所有的深度知觉。柔和的渐变很有吸引力，因为它们能穿透社交媒体的中噪杂的一面，但也会让人迷失方向。Twitter程序中的“柔和景观”（soft landscape）的工作原理与此类似，但有时这种景观几乎消失了。

James Turrell’s works come with a warning because the visitor quickly loses all depth perception. Soft gradients are alluring because they cut through the noise of social media, but they also are disorienting. The Twitter bot soft landscapes operates on a similar principle, but some days the landscape all but disappears.

Recess的设计单位Day Job的创始人里翁哈蒙说：“能从Ins的社会影响中看到让人平静的东西，真是太好了。”。哈蒙把Recess的品牌设计比作美丽的日落，也就是无论你多忙，都会忍不住盯着它（或者拍照）。在洛杉矶，天空变化更加明显，哈蒙的工作室就在洛杉矶。他说，洛杉矶的光效果是不可思议的。光和空间的运动开始于南加利福尼亚，它存在于科切拉音乐节的方方面面中。

“It’s nice to see calming things amongst all of the social ramifications of Instagram,” says Rion Harmon of Day Job, the design firm of record for Recess. Harmon compares the Recess branding to a sunset so beautiful you can’t help but stare (or take a picture) however busy you are. Changes to the sky are even more pronounced in Los Angeles,where Harmon’s studio is now based. “The quality of light in LA is something miraculous,” he says. The Light and Space movement was also started in Southern California, and it’s in the DNA of Coachella.

2. 蒸汽波风格

上世纪八九十年代的孩子可能还记得小时候摆弄微软的办公软件，用同样的渐变颜色去填充图形。毫无疑问，这种技术效果是怀旧情绪的一部分，正是这种情绪推动了蒸汽波风格的运动。

1980s and ’90s kids may remember messing around in Microsoft Paint and Powerpoint as a child, filling in shapes with these same gradients. It’s no surprise that this design effect is part of the technological nostalgia that fuels the vaporwave movement.

蒸汽波风格是一场音乐和美学的运动，融合了互联网诞生之初的氛围音乐、广告和图像。服装品牌Public Space所共享的渐变插图就是蒸汽波风格。

Vaporwave is a musical and aesthetic movement that spliced ambient music, advertising, and imagery from when the internet started. Gradient artwork shared by the clothing brand Public Space is vaporware.

当脸书在2017年推出渐变色背景时，他们就应该知道自己在做什么。Digiday的记者克里弗林说：“他们拥有非常多的关于这个世界是如何运作的数据”“他们在色彩渐变的领域放缓了脚步，很显然他们随时可能会退出。

When Facebook rolled out gradient status backgrounds in 2017, they knew what they were doing. “They have so much data into how the world works,” says Kerry Flynn, platforms reporter at Digiday. “They had a slow rollout to the color gradients … Obviously they could have pulled the plug anytime.”

弗林接下来解释说，脸书开始意识到他们最大的敌人其实是他们自己。他们的平台有着大量的信息以至于个人分享功能开始下降，他们不得不使其功能性更上一层楼（让用户更为活跃）。“脸书想要的是我们更多的个人数据，因此，多彩的背景让我想发布更多关于自己的生活片段，并让我的朋友们点赞和评论。”弗林说道。

Flynn goes on to explain that Facebook realized they had become their own worst enemy. There was so much information on their platform that personal sharing was down and they had to make it novel again. “Facebook wants our personal data, as much as possible. Hence, colorful backgrounds that encourage me to post information about myself and for my friends to ‘Like’ it and comment,” she says.

3. 双性打光

更具讽刺意味的是，为了做到这一点，脸书也模仿了当前在电影和电视中的一个趋势：双性打光。

It’s ironic that in order to do so, it also mimics a current trend in film and television: bisexual lighting.

正如流行文化周刊“Know Your Meme”所解释的那样，“双性打光是同性恋群体中的一个俚语，其霓虹设备非常强调粉色、紫色和蓝色。”这些粉色、紫色和蓝色的颜色经常会变淡。在二维中呈现的就是一种渐变。双性打光出现在未来派风格的赛博朋克中。赛博朋克设想了一个高科技和低科技联合的时代，城市被霓虹灯所笼罩，没有地标的哥谭式建筑。（与蒸汽波风格重叠）赛博朋克的主流例子包括《银翼杀手》（lade Runner）、《攻壳机动队》（Ghost in the Shell）《黑镜》（Black Mirror）尤其是《圣朱尼佩罗》（San Junipero）那一集。

As Know Your Meme explains, “bisexual lighting is a slang in the queer community for neon lighting with high emphasis on pinks, purples, and blues in film.” These pinks, purples and blues often fade into one another appearing like a gradient when rendered in two dimensions. Bisexual lighting shows up in the futuristic genre cyberpunk, which imagines an era in which high technology and low technology combine and cities are neon-bathed, landmarkless Gothams. (Overlapping with vaporwave.) Mainstream examples of cyberpunk include Blade Runner, Ghost in the Shell, and Black Mirror (specifically the “San Junipero” episode). Hotline Bling makes the list of examples for bisexual lighting; the gradients come full circle.

互动艺术空间ARTECHOUSE的联合创始人Tati Pastukhova说，随着电脑显示质量的提高，渐变越来越流行。她说渐变的吸引力是“维度的错觉，给二维设计带来三维吸引力。”

Tati Pastukhova, co-founder of interactive art space ARTECHOUSE, says gradients have become more popular as computer display quality increases.She says the appeal of gradients is “the illusion of dimension, and giving 2-D designs 3-D appeal.”

渐变是无言的——喜欢用色彩来表达情感。渐变有一个内在的发展过程，就像你正在经历的一些事情。就像那一段段的情感经历。从一点到另外一点结束。视觉上的冲击也是很吸引人的，关注网络文化的《大西洋月刊》特约撰稿人泰勒•洛伦茨说。

Gradients are wordless — like saying Live Laugh Love with just colors. “There’s an inherent progression in gradients, you are being taken through something. Like that progression of Live Laugh Love. Of starting at one point and ending at another point. Evoking that visually is something people are very drawn to,” says Taylor Lorenz, a staff writer at the Atlantic who covers internet culture.

至少，渐变提供了自我慰藉的机会。

At the very least, gradients offer an opportunity to self-soothe.

Calico联合创始人Nick Cope说：“设计的目的是让人沉浸在宁静的色彩氛围中，”“不管天气如何变幻，我们都会在日出时醒来。”

Calico co-founder Nick Cope says“The design was created to immerse viewers in waves and washes of tranquil atmospheric color,” Cope says, adding, “Regardless of the weather, we wake up to a sunrise every morning.”

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