Blue, by contrast, is cool and tranquil. The colour is a constant presence in our lives, says Hemingway, being the colour of the sky and the sea. That gives it an air of reliability, which makes it a firm choice with “banks and corporations”. Hemingway says this is also why emergency services often choose the colour. A blue uniform can, for example, indicate “the cool competence of a nurse”.

Green is, unsurprisingly, the colour of nature and the environment. Marketers understand that giving a product green packaging creates the impression it is enviromentally friendly. But savvy customers are also aware of this – and now think twice before blindly swallowing environmental claims. Hemingway also says that green is the colour of growth and movement: it’s used to indicate ‘go’ on traffic lights.

Finally, we have purple, which is associated with valuable things. In the past, purple dye was expensive because it was very difficult to produce, and it became the colour worn by royalty in many Western countries. These days, companies still use purple to make their product seem more exclusive, whether they’re selling chocolate or cigarettes.

词汇表 marketer 市场营销人员

auspicious 吉利的

credentials 凭据，依据

blood pressure 血压

to stand out 显眼

wavelength （光的）波长

urgency 紧迫性

prestigious 尊贵的，庄严的

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