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  • Hmm.

    嗯。

  • These companies all have something in common.

    這些公司都有相同之處。

  • What could it be?

    究竟是什麼呢?

  • Besides all being fast food chains, they all use the color red.

    除了他們都是速食連鎖餐廳外,他們還都使用了紅色。

  • And it's not a coincidence.

    而這並非巧合。

  • Color is just one of many tactics that companies use to connect with their customers.

    顏色只是公司用來與顧客保持聯繫的其中一種策略。

  • And if swearing off fast food wasn't already hard enough, those colorful red logos might make it even harder to ignore.

    如果說要戒除速食很困難,那麼要忽略這些鮮豔的紅色標誌就更加困難了。

  • (playful music)

    ( 輕快的音樂 )

  • The average human can see 10 million colors.

    一般人可以看見一千萬種顏色。

  • But red is special.

    而紅色是很特別的。

  • Turns out, it was one of the first colors our ancient ancestors thought important enough to name.

    原來,紅色是最早被命名的顏色之一,我們的祖先認為紅色很重要,於是替它命名。

  • Back before alphabets and writing, early human languages were surprisingly uncolorful.

    在字母和書寫出現之前,早期人類語言是沒有色彩的。

  • There were words for black and white and red, but that's about it.

    那時有黑色、白色和紅色這些詞,就只有這三個顏色。

  • In fact, blue didn't even show up until thousands of years later.

    事實上,藍色甚至是到幾千年後才出現。

  • As a result, we tend to have a deeper connection to red than any other color on the spectrum, and we react to it in certain ways that actually play to the advantage of fast food companies.

    因此,比起光譜上其他的顏色,我們對於紅色往往有更深的連結,我們對紅色會有些特定反應,而這事實上就讓速食業者得利了。

  • Researchers have found that red can evoke a sense of urgency.

    研究人員發現紅色可以引起緊迫感。

  • It also has the innate ability to whet our appetites.

    也會激發我們的胃口。

  • Of course, when you pair those two things together, you've got the perfect recipe for a hungry customer who wants food, now!

    當然,把這兩件事情結合在一起後,你就有最完美的方法去吸引即刻需要食物的飢餓顧客。

  • So that red logo isn't just a welcoming sign.

    因此紅色的標誌並非只是個歡迎的標誌。

  • It's a sly seduction for your brain.

    它還會悄悄地誘惑著你的大腦。

  • Now, it's unclear why red makes us feel this way, but perhaps it has something to do with where the word comes from.

    目前還不清楚為什麼紅色會帶給我們這種感覺,但或許可以從「紅色」這個詞的來源著手。

  • Many ancient languages first named red after their word for blood.

    許多古老語言都是根據「血」這個字,來首次命名「紅色」。

  • For example, red in Hebrew looks like this, and it's pronounced ad-daum.

    舉例來說,「紅色」在希伯來語是這樣寫的,它的發音為 ''ad-daum''。

  • While blood looks like this, and it's pronounced daum.

    而「血」的寫法是這樣,它的發音為 ''daum''。

  • But red's bloody beginning has transformed over millennia.

    但幾千年以來,紅色的涵義已有所改變。

  • During medieval times, for example, red was worn by royals as a status symbol.

    舉中世紀為例,貴族當時穿著紅色來象徵他們顯赫的地位。

  • And today, brides in many parts of India are married in a red dress.

    在今日,印度許多地區的新娘也在婚禮上穿著紅色的衣物。

  • In fact, red is one of the few colors today that cultures all over the world tend to view positively, and it's no wonder that companies dedicate so much thought to their logos.

    事實上,紅色是少數幾種獲得世界上大多數文化正面看法的顏色之一,這也難怪公司,會對他們的商標做出如此大的努力。

  • After all, we're a visual species.

    畢竟我們都是視覺動物。

  • Despite having five senses, 80% of all the information our brains process on a daily basis comes straight from our eyes.

    儘管我們有五種感官,但每天有 80% 經過大腦的資訊是直接來自於眼睛。

  • And according to marketing company WebpageFX, nearly 85% of consumers say the main reason they chose one product over the other is color.

    根據市場調查公司 WebpageFX 的調查,有將近 85% 的消費者表示他們選擇這項產品而非另一項的主要原因是因為顏色。

  • And another 80% said that colors are what give brands that memorable stamp of recognition.

    而另外 80% 的顧客表示顏色是商標最令人印象深刻的特徵。

  • Just think of what McDonald's would look like in blue, green, or pink.

    只要想想麥當勞招牌換成其他顏色的樣貌,藍色、綠色或是粉色。

  • Gah!

    天啊!

  • Ugh!

    噁!

  • It's just not the same!

    感覺就不一樣了!

  • So what do you think?

    所以你是怎麼想的呢?

  • Should fast food companies give up red?

    速食業者應該要放棄用紅色嗎?

  • Did you like what McDonald's looked like in pink?

    你是否喜歡粉紅色的麥當勞招牌?

Hmm.

嗯。

字幕與單字
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B1 中級 中文 美國腔 紅色 顏色 速食 命名 標誌 顧客

為什麼速食店商標幾乎都是單色的?(Why So Many Fast Food Logos Are Almost One Color)

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    HsiangLanLee   發佈於 2019 年 02 月 25 日
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