How do colours affect our feelings?
Take five colours: red, black, blue, green and purple. How do they make you feel? It's a question of supreme significance to designers and marketers. British fashion designer Wayne Hemingway explored this topic in a BBC radio programme about the psychology of colour. You can read a summary of his ideas below. Do you agree with him? Or do you think the meaning of colour depends on the culture you live in?
Red is, of course, considered auspicious in China. But he points out that it's a powerful colour wherever you go, with some serious scientific credentials. Studies have indicated that red "raises blood pressure", and claim that it stands out from other colours thanks to its long wavelength. Hemingway says it apears to be "coming towards you", and so is useful for emergency and alarm signs, and also to for conveying "urgency" in general. That's why he thinks red sale posters seem to yell at us: "Quick, buy it now!"
Black has a different sense. In the West it's associated with death, but that hasn't stopped it becoming a prestigious and mysterious colour. Hemingway says it's the colour of luxury brands: things like "glossy black limousines" and "designer watches" are often black. He says it's "very powerful and sophisticated when used as a primary colour in branding."
Blue, by contrast, is cool and tranquil. The colour is a constant presence in our lives, says Hemingway, being the colour of the sky and the sea. That gives it an air of reliability, which makes it a firm choice with "banks and corporations". Hemingway says this is also why emergency services often choose the colour. A blue uniform can, for example, indicate "the cool competence of a nurse".
Green is, unsurprisingly, the colour of nature and the environment. Marketers understand that giving a product green packaging creates the impression it is environmentally friendly. But savvy customers are also aware of this – and now think twice before blindly swallowing environmental claims. Hemingway also says that green is the colour of growth and movement: it's used to indicate 'go' on traffic lights.
Finally, we have purple, which is associated with valuable things. In the past, purple dye was expensive because it was very difficult to produce, and it became the colour worn by royalty in many Western countries. These days, companies still use purple to make their product seem more exclusive, whether they're selling chocolate or cigarettes.
词汇表
supreme [suːˈpriːm] adj. 极度的，至高的
marketer [ˈmɑːkɪtə(r)] n. 市场营销人员，营销者
auspicious [ɔːˈspɪʃəs] adj. 吉祥的，吉利的
credential [krəˈdenʃl] n. 凭据，依据；资格，证明
blood pressure n. 血压
stand out (from) 引人注目，显眼，突出
wavelength [ˈweɪvleŋθ] n. （光波、音波等的）波长
urgency [ˈɜːdʒənsi] n. 紧迫性，紧急，迫切
sale poster [seɪl ˈpəʊstə(r)] n. 促销海报，销售海报
yell at [jel] 对……大喊大叫；呵斥
prestigious [preˈstɪdʒəs] adj. 高贵的，尊贵的；有声望的
luxury brands [ˈlʌkʃəri brændz] n. 奢侈品牌
glossy black limousine [ˈɡlɒsi][ˈlɪməziːn] n. 光亮的黑色豪华轿车
designer watch n. 名牌手表，知名设计师设计的手表
sophisticated [səˈfɪstɪkeɪtɪd] adj. 精致的，有品味的，高雅的
tranquil [ˈtræŋkwɪl] adj. 平静的，宁静的，安静的
firm choice n. 首选，第一选择
cool competence [ˈkɒmpɪtəns] n. 从容的专业素养
packaging [ˈpækɪdʒɪŋ] n. 包装材料，包装
savvy [ˈsævi] adj. 精明的，有见识的
swallow [ˈswɒləʊ] vt. 轻信，全盘接受
dye [daɪ] n. 染料，染色剂
royalty [ˈrɔɪəlti] n. 皇室，王族
exclusive [ɪkˈskluːsɪv] adj. 豪华的，高档奢华的
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