色彩的魅力

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。

 

Take five colours: red, black, blue, green and purple. How do they make you feel?

 

It's a question of supreme¹ significance to desingers and marketers. British fashion desinger Wayne Hemingway explored this topic in a BBC radio programme about the psychology² 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 auspicious³ in China. But he points out that it's a powerful colour wherever you go, with some serious scientific credentials⁴. Studies have indicated that red "raises blood pressure", and claim that it stands out from other colours thanks to its long wavelength⁵. 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 prestigious⁶ and mysterious colour. Hemingway says it's the colour of luxury brands: things like "glossy⁷ black limousines⁸" 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 tranquil⁹. 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 reliability¹⁰, 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 competence¹¹ 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 savvy¹² 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 royalty¹³ in many Western countries. These days, companies still use purple to make their product seem more exclusive, whether they're selling chocolate or cigarettes.

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