1. Colors

1. 颜色

You’ve probably noticed companies such as KFC, Pizza Hut, Domino’s, McDonald’s all use red color in the logos. Red is a color associated with excitement and youthfulness. It also stimulates the area of the brain which is responsible for color.

你可能已经注意到，肯德基、必胜客、达美乐以及麦当劳的标志都是红色的。红色使人联想到兴奋和年轻。红色还能刺激大脑中负责颜色的区域。

Most of the brands have researched to figure out which color works best to stimulate that particular emotion which can drive the sales of their products. The image below shows few examples.

大部分品牌都研究过什么样的颜色最能激发某种情绪，进而促销他们的产品。以下图片就是几个例子。

2. Studies show that you should not tell a child the he/she is “so smart” but instead commend their work.

2. 研究表明，人们不应夸奖小孩“很聪明”，而应称赞他们的努力。

According to Carol Dweck and her team at Columbia University telling kids they are smart makes them want to maintain the image of appearing smart. She says, “we tell them that this is the name of the game: Look smart, don’t risk making mistakes.” A better compliment would be “you must have worked very hard for this.”

根据Carol Dweck和她在哥伦比亚大学的团队研究，夸小孩聪明会使他们努力维持看上去很聪明的模样。她说：“我们在告诉他们，这个游戏的名字叫‘看上去聪明’，但不可以犯错误。”更明智的称赞应该是“你一定很努力地去做这件事了吧？”。

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