- 注释版
- 纯净版
导读
这篇选文，会为大家介绍不同的颜色，会给人们留下何种印象，如何通过影响人们的情绪，来影响消费者的购物行为的。正好明天是双十一，大家不妨去看看，天猫、京东双十一用到了哪些颜色，起到了何种作用，欢迎在阅读材料下留言。另外， 直播课中我还为大家准备一张长图作为拓展阅读，讲述了商家的10种心理学伎俩，来让销量暴增。同样的，也可以在双十一的卖家中找到实例~当然，有些人购物是买个开心，祝明儿购物愉快。
第一步：解决高频单词
appealing /ə'pilɪŋ/
adj. 吸引人的；动人的；引起兴趣的；恳求似的
gush /ɡʌʃ/
v. 涌出；迸出
an array of
一大批
grab /ɡræb/
vt. 抓住
eatery /'itəri/
n. 简便饮食店；小饭馆
call for
提倡，要求
associate /ə'soʃɪet/
vt. 联想；使联合；使发生联系
come across as…
留下某种印象
detergent /dɪ'tɝdʒənt/
n. 清洁剂；去垢剂
denote /dɪ'not/
表示，表明
第二步：精读重点段落
（Tips: 双击文中单词可以查释义并加入你的生词本哦）
第一段（精读）
On my way home, I stopped by a window that read "big clearance sale!" It was written in big, bright, bold letters in the color red. Within a second, I was drawn to at least getting to know what was inside. And no, I was not even close to interested in window shopping that day. That was the power of red. It is appealing, calls for action, and sends blood all gushing down in excitement. So in this instance, I am sure if the sign was in a dull gray or blue color, I wouldn't quite notice it, no matter how big and fancy the display! Colors undoubtedly affect the human eye and mind. Unconsciously, they create an array of emotions. And this visual appeal is what matters the most when it comes to making choices and decisions.
- appealing adj.吸引人的
- call for 号召提倡
- gush vt. 涌向
- an array of 大量的
第二段（精读）
Yellow is a warm and pleasant color. It represents happiness, clarity, warmth, and intelligence. Yellow is also a fast-traveling color for the eye. For shoppers, this color creates an optimistic impression. The impact of this color is such that it makes you take action. With the brightness of this color, it is inviting enough for window shoppers too. Yellow color grabs the spotlight and attention of buyers. Ever wondered why leading fast food chains and eateries use the color yellow? It is because this color makes you travel fast and take action. That is what fast food outlets want you to do -- grab a bite and move out!
- grab vt. 抓住
- impact n.影响
- impression n.印象
- eatery n.小吃店
第三步：攻克必学语法
形容词的顺序
选文中出现了很多形容词，本身颜色就是形容词，那么，如果你要用两个以上的形容词来修饰一个名词，形容词的顺序有没有讲究呢？
可以遵循这条规则：越客观的、不可变属性类的形容词，离名词比较近。
I like the clean new red silk necktie.
我喜欢那条干净的崭新的红色的丝绸领带。
这里的clean new red silk 四个形容词排序
clean 干净与否，每个人观点不同，比较主观
new 新旧程度，相比于颜色和材质，更加主观
red 是颜色，比较客观，但领带是经过染色后才变红的。
silk 是天生的材质属性，是最客观的
练习：
She graduated from a(n) _______ law school.
用 American, old, famous 按照一定的顺序填入
加分任务：精读全文
在之前的三步后，你已经完全具备了精读全文的能力。再多花半个小时，让你的学习效果达到120%！
下载音频
（Tips: 双击文中单词可以查释义并加入你的生词本哦）
Colors and their Effect on Consumer Behavior
第一段（精读）
On my way home, I stopped by a window that read "big clearance sale!" It was written in big, bright, bold letters in the color red. Within a second, I was drawn to at least getting to know what was inside. And no, I was not even close to interested in window shopping that day. That was the power of red. It is appealing, calls for action, and sends blood all gushing down in excitement. So in this instance, I am sure if the sign was in a dull gray or blue color, I wouldn't quite notice it, no matter how big and fancy the display! Colors undoubtedly affect the human eye and mind. Unconsciously, they create an array of emotions. And this visual appeal is what matters the most when it comes to making choices and decisions.
- appealing adj.吸引人的
- call for 号召提倡
- gush vt. 涌向
- an array of 大量的
Yellow
第二段（精读）
Yellow is a warm and pleasant color. It represents happiness, clarity, warmth, and intelligence. Yellow is also a fast-traveling color for the eye. For shoppers, this color creates an optimistic impression. The impact of this color is such that it makes you take action. With the brightness of this color, it is inviting enough for window shoppers too. Yellow color grabs the spotlight and attention of buyers. Ever wondered why leading fast food chains and eateries use the color yellow? It is because this color makes you travel fast and take action. That is what fast food outlets want you to do -- grab a bite and move out!
- grab vt. 抓住
- impact n.影响
- impression n.印象
- eatery n.小吃店
Red
第三段
Red is a bold color bursting with energy and enthusiasm. It excites the senses. For an average shopper, this color increases the heart rate and calls for urgent action. So, now we know why most of the signs and other advertising material for sales are always in red. A surprising fact about using red in advertisements is that, while traditionally red is used as a stop or danger sign, for shoppers, it actually works as an inviting element. Red also creates hunger. Hence, it is used in most food businesses.
- call for 号召，提倡
Green
第四段
Green is an easy color to the eye. It is associated with purity and naturalness. It also symbolizes wealth and money. For a shopper's psychology, this color is relaxing. Often used in health products, green has a calm and soothing effect, thus creating the right and pleasant mindset for people to buy products related to nature, self-care, and the like.
- associate vt. 使…相关，发生联想
Pink
第五段
For centuries, pink has always been looked upon as a feminine color. For marketers, this point has earned a lot of success, when it came to branding. Most products for women use the color pink. It comes across as a romantic and warm color for a buyer. Products, like women's clothing, jewelry, cosmetics, and the like have a prominent use of pink in marketing and advertisements.
- come across 留下某个印象
Orange
第六段
Orange is a warm yet powerful and fun color. For a buyer, products or advertisements with orange dominance call for action. It can be subscribing, or purchasing. So, when you reach out for a pack of orange detergent, you know it's the color that attracts you first. Most food malls and commercial products use orange to get a good consumer base.
- detergent n. 清洁剂
Purple
第七段
This color creates a sense of luxury and royalty when perceived. Products marketed with purple create prestige and elegance. Shades in purple also denote creativity and imagination. Purple is a color that soothes the eyes too. This makes it suitable to be used in beauty and anti-aging products also.
- denote vt. 表明
第八段
With color psychology making marketing more precise and effective for products, does it affect all consumers universally? Well, no. Stimuli created by color may vary for different reasons, mainly, culture, upbringing, and gender. It is observed that most women loved shades in green, purple, and blue, while men loved black, blue, and shades of green. Another factor worth noting is that, brands and products marketed in a specific color may attract different or specific type of shoppers. Impulse shoppers get more attracted to products that use red, orange, or yellow shades. Consumers that come with a specific budget in mind, like at departmental stores and banks, get attracted to shades of blue and green. The next category of shoppers is traditional buyers. People with leisurely shopping in mind get drawn towards products and brands in pink, blue, and soothing colors.
第九段
So what's your take on colors influencing your purchases? The next time you go shopping, look carefully. Is it you choosing the product or the color blinding you into it? Happy shopping!
appealing /ə'pilɪŋ/
adj. 吸引人的；动人的；引起兴趣的；恳求似的
gush /ɡʌʃ/
v. 涌出；迸出
an array of
一大批
grab /ɡræb/
vt. 抓住
eatery /'itəri/
n. 简便饮食店；小饭馆
call for
提倡，要求
associate /ə'soʃɪet/
vt. 联想；使联合；使发生联系
come across as…
留下某种印象
detergent /dɪ'tɝdʒənt/
n. 清洁剂；去垢剂
denote /dɪ'not/
表示，表明
不要一时兴起，就要天天在一起
明天见！
下载音频
Colors and their Effect on Consumer Behavior
第一段（精读）
On my way home, I stopped by a window that read "big clearance sale!" It was written in big, bright, bold letters in the color red. Within a second, I was drawn to at least getting to know what was inside. And no, I was not even close to interested in window shopping that day. That was the power of red. It is appealing, calls for action, and sends blood all gushing down in excitement. So in this instance, I am sure if the sign was in a dull gray or blue color, I wouldn't quite notice it, no matter how big and fancy the display! Colors undoubtedly affect the human eye and mind. Unconsciously, they create an array of emotions. And this visual appeal is what matters the most when it comes to making choices and decisions.
Yellow
第二段（精读）
Yellow is a warm and pleasant color. It represents happiness, clarity, warmth, and intelligence. Yellow is also a fast-traveling color for the eye. For shoppers, this color creates an optimistic impression. The impact of this color is such that it makes you take action. With the brightness of this color, it is inviting enough for window shoppers too. Yellow color grabs the spotlight and attention of buyers. Ever wondered why leading fast food chains and eateries use the color yellow? It is because this color makes you travel fast and take action. That is what fast food outlets want you to do -- grab a bite and move out!
Red
第三段
Red is a bold color bursting with energy and enthusiasm. It excites the senses. For an average shopper, this color increases the heart rate and calls for urgent action. So, now we know why most of the signs and other advertising material for sales are always in red. A surprising fact about using red in advertisements is that, while traditionally red is used as a stop or danger sign, for shoppers, it actually works as an inviting element. Red also creates hunger. Hence, it is used in most food businesses.
Green
第四段
Green is an easy color to the eye. It is associated with purity and naturalness. It also symbolizes wealth and money. For a shopper's psychology, this color is relaxing. Often used in health products, green has a calm and soothing effect, thus creating the right and pleasant mindset for people to buy products related to nature, self-care, and the like.
Pink
第五段
For centuries, pink has always been looked upon as a feminine color. For marketers, this point has earned a lot of success, when it came to branding. Most products for women use the color pink. It comes across as a romantic and warm color for a buyer. Products, like women's clothing, jewelry, cosmetics, and the like have a prominent use of pink in marketing and advertisements.
Orange
第六段
Orange is a warm yet powerful and fun color. For a buyer, products or advertisements with orange dominance call for action. It can be subscribing, or purchasing. So, when you reach out for a pack of orange detergent, you know it's the color that attracts you first. Most food malls and commercial products use orange to get a good consumer base.
Purple
第七段
This color creates a sense of luxury and royalty when perceived. Products marketed with purple create prestige and elegance. Shades in purple also denote creativity and imagination. Purple is a color that soothes the eyes too. This makes it suitable to be used in beauty and anti-aging products also.
第八段
With color psychology making marketing more precise and effective for products, does it affect all consumers universally? Well, no. Stimuli created by color may vary for different reasons, mainly, culture, upbringing, and gender. It is observed that most women loved shades in green, purple, and blue, while men loved black, blue, and shades of green. Another factor worth noting is that, brands and products marketed in a specific color may attract different or specific type of shoppers. Impulse shoppers get more attracted to products that use red, orange, or yellow shades. Consumers that come with a specific budget in mind, like at departmental stores and banks, get attracted to shades of blue and green. The next category of shoppers is traditional buyers. People with leisurely shopping in mind get drawn towards products and brands in pink, blue, and soothing colors.
第九段
So what's your take on colors influencing your purchases? The next time you go shopping, look carefully. Is it you choosing the product or the color blinding you into it? Happy shopping!