Lecture: The Psychology of Colour

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

今天上午的主题是颜色对人类行为的影响。

Marketing experts have long assumed that colour shapes consumer decisions.

营销专家长期以来一直认为，颜色会左右消费者的决策。

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

例如，红色常常与兴奋感和紧迫感联系在一起。

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

相比之下，蓝色往往与平静和可靠联系在一起。

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

然而，这些效应的证据比许多人所相信的要薄弱得多。

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

文化背景在特定颜色如何被解读方面起着重要作用。

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

在一些社会中，白色象征纯洁，而在另一些社会中，它却象征哀悼。

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

关于你们的作业，我希望你们评价一篇该领域已发表的研究。