Lecture: The Psychology of Colour

This morning's topic is the influence of colour on human behaviour.

今天早上的主題是顏色對人類行為的影響。

Marketing experts have long assumed that colour shapes consumer decisions.

行銷專家長期以來一直認為，顏色會左右消費者的決策。

Red, for example, is often associated with excitement and a sense of urgency.

例如，紅色常常與興奮感和急迫感相關聯。

Blue, by contrast, tends to be linked with calmness and reliability.

相較之下，藍色往往與平靜和可靠相關聯。

However, the evidence for these effects is considerably weaker than many people believe.

然而，這些效應的證據比許多人所相信的要薄弱得多。

Cultural background plays a significant role in how particular colours are interpreted.

文化背景在特定顏色如何被解讀方面扮演著重要角色。

White symbolises purity in some societies, but mourning in others.

在某些社會中，白色象徵純潔，而在另一些社會中，它卻象徵哀悼。

For your assignment, I'd like you to evaluate one published study in this field.

關於你們的作業，我希望你們評價一篇該領域已發表的研究。