_________(47)Thesediscoveries have grown into a whole discipline of color psychology that nowfinds application in everything from fashion to interior decoration. Some
of our preferencesare clearly psychological.________(48)For primitive man,activity during the daymeant hunting and attacking,which he soon saw as red,the color of blood
and rage and theheat that came with passive defense and self-preservation.
_________(49)Peopleexposed to bright red show an increase in respiration rate,heartbeat, and bloodpressure;red is exciting._________(50)Because of its exciting
connotations,red waschosen as the signal for danger,but closer analysis shows that a vivid yellowcan produce a more basic state of alertness and alarm,so fire engines and
ambulances in someadvanced communities are now rushing around in bright yellow colors that stopthe traffic dead.
A.Dark blue is thecolor of the night sky and therefore associated with passivity and calm, whileyellow is a day color with associations of energy and incentive.
B.Similar exposureto pure blue has exactly the opposite;it is a calming color.
C.Color psychologyis concerned with the effects of color on mood,emotion,behavior.
D.Manufacturers havediscovered by trial and error that sugar sells badly in green wrappings, thatblue foods are considered unpalatable,and that cosmetics should never bepackaged in brown.
E.If they can sensecolor differences then perhaps we,too,are affected by color unconsciously.