Question

    Everybody knows that Coca-Cola is red, and Starbucks is green. 1. What we may not be aware of is the science behind these companies’ choices of these colors.

Color psychology is the study of how colors affect people’s mood, behavior, and decision-making. Companies use color psychology when they develop their brands and advertisements in order to persuade us to buy.2.

3. For example, it’s no accident that many tech products use white; it’s simple, stylish, and clean. Meanwhile, cosmetics companies tend to go for purple, black, or pink colors that represent passion, luxury, and romance.

Companies often choose action colors that urge you to buy right now. Red, for instance, is a high-energy, exciting color that moves people to action. Yellow is the color of summer, and it’s bright and attention-grabbing.4.

5. Studies show that consumers prefer brands that they recognize. Thus, those with an established color scheme, such as LEGO or Facebook, are likely to perform more strongly on the market.

All this goes to show that successful companies have mastered the art of color psychology. It may seem trivial, but their choice of colors has a profound effect on the spending habits of consumers.

A .Based on this, companies create fancy names for colors to make them sound special.

B. In fact, studies have shown that around 90 percent of people base their spending choices on color and appearance.

C. It’s no wonder that McDonald’s decided to use these two colors for its branding.

D. Chances are that most of us can name companies and their respective brand colors.

E. In fact, most major companies are associated with certain specific colors.

F. Because of this, companies use colors to influence how we feel about their products.

G. This is why, for example, Estée Lauder uses names like “passion fruit” and “hot rocket” for its lipsticks.

Answer

1.D

2.B

3.F

4.C

5.E

【解析】

本文是一篇说明文。公司在发展自己的品牌和打广告时会使用色彩心理学，以说服我们购买。成功的公司已经掌握了色彩心理学的艺术。这看似微不足道，但颜色的选择对消费者的消费习惯产生了深远的影响。

1.根据前文“Everybody knows that Coca-Cola is red, and Starbucks is green.”可知每个人大家都知道可口可乐是红色的，星巴克是绿色的。根据后文“What we may not be aware of is the science behind these companies’ choices of these colors.”可知我们可能不知道的是这些公司选择这些颜色的背后的科学依据。连接上下文，D项（可能我们大多数人都可以说出这些公司的名字及它们品牌各自的颜色。）切题。后文中的“choices of these colors. ”与D选项的“their respective brand colors”相呼应。故选D项。

2.根据前文“Companies use color psychology when they develop their brands and advertisements in order to persuade us to buy.”可知公司在发展自己的品牌和打广告时会使用色彩心理学，以说服我们购买。B项（实际上，研究表明，大约90％的人的消费选择基于颜色和外观。）解释了为什么公司要使用色彩心理学，故选B项。

3.根据后文“For example, it’s no accident that many tech products use white; it’s simple, stylish, and clean. Meanwhile, cosmetics companies tend to go for purple, black, or pink colors that represent passion, luxury, and romance.”可知许多高科技产品都使用白色并非偶然。白色简单，时尚，干净。同时，化妆品公司倾向于选择代表热情，奢华和浪漫色彩的紫色，黑色或粉红色。这一段举例阐述了某种颜色代表什么感觉，连接下文，F项（因此，公司使用颜色来影响我们对他们产品的感觉。）切题。故选F项。

4.根据前文“Red, for instance, is a high-energy, exciting color that moves people to action. Yellow is the color of summer, and it’s bright and attention-grabbing.”可知例如，红色是一种高能量，令人兴奋的颜色，带动人们行动。黄色是夏天的颜色，明亮而引人注目。C选项（难怪麦当劳决定将这两种颜色用于其品牌。）与前文构成因果关系，C项的“these two colors”指的就是前文的黄色与红色。故选C项

5.根据后文“Studies show that consumers prefer brands that they recognize. Thus, those with an established color scheme, such as LEGO or Facebook, are likely to perform more strongly on the market.”可知研究表明，消费者更喜欢他们认可的品牌。因此，那些具有确定的配色方案的人（例如LEGO或Facebook）在市场上的表现可能会更强。连接下文，E项（实际上，大多数大公司都与某些特定颜色相关联。）切题。E项中的“certain specific colors”与后文的“established color scheme” 相呼应。 选E项。