红色对你来说意味着什么？那么紫色、黑色和绿色分别带有什么象征意义呢？哪个颜色会给人一种可靠的感觉？在设计师与市场营销人员竖立品牌形象时，颜色起着非常重要的作用。本集《随身英语》探讨不同的色彩在注重品牌化的当今市场中所扮演的角色。

课文内容

Vocabulary: Branding 词汇: 品牌化 

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 appears 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 enviromentally 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

marketer 市场营销人员
auspicious 吉利的
credentials 凭据，依据
blood pressure 血压
to stand out 显眼
wavelength （光的）波长
urgency 紧迫性
prestigious 尊贵的，庄严的
luxury brand 奢侈品牌
glossy 有光泽的
designer 出自著名设计师的
sophisticated 有品味的，高雅的
tranquil 宁静的
an air of 一种…的氛围
competence 能力，水平
packaging （产品）包装
enviromentally friendly 利于环保的
savvy 有头脑的，机智的
to swallow 全盘接受
exclusive 高档奢华的

测验与练习

1. 阅读课文并回答问题。

1. Which colour is associated with trust? 

2. Why do people notice red first?

3. Why are sale posters often red?

4. Which word means ‘strange; hard to understand’?

5. True or false: Customers always believe green packaging means that a product is good for the environment.

2. 请你在不参考课文的情况下完成下列练习。选择一个意思合适的单词填入句子的空格处 。

1. Luther is a very ______ employee. He does everything on time and to a high standard.

glossy       luxury       sophisticated       competent 

2. Having a baby on an ______ date is important in many cultures. 

exclusive       auspicious       sophisticated       tranquil

3. Michael is a ______ traveller. He always researches his destination before arriving to make sure he pays the right price for things.

savvy       prestigious       designer       exclusive 

4. Wearing designer clothes can give ______ sophistication.

airy       air of       an air of       the air of

5. Sandy really ______ the crowd with her bright pink hair!

stands out       stands up       stands out from       standing out from

答案

1. 阅读课文并回答问题。

1. Which colour is associated with trust? 
Blue has “an air of reliability”, because of its constant presence in our lives.

2. Why do people notice red first?
Red has a longer wavelength than most colours, which means it “stands out” from other colours.

3. Why are sale posters often red?
Hemingway says that red has a sense of “urgency”, which makes customers feel they need to quickly follow the instructions of red sale posters.

4.Which word means ‘strange; hard to understand’?
Mysterious.

5. True or false: Customers always believe green packaging means that a product is good for the environment.
False. Many customers are savvy about the environmental claims of packaging.

2. 请你在不参考课文的情况下完成下列练习。选择一个意思合适的单词填入句子的空格处 。

1. Luther is a very competent employee. He does everything on time and to a high standard.

2. Having a baby on an auspicious date is important in many cultures.

3. Michael is a savvy traveller. He always researches his destination before arriving to make sure he pays the right price for things.

4. Wearing designer clothes can give an air of sophistication.

5. Sandy really stands out from the crowd with her bright pink hair!