紅色的商標看起來不環保？

When shoppers enter a store, they form an opinion on the environment and products within the first 90 seconds, and more than half of their opinion is based on the color scheme.
走進一家店鋪，消費者會在90秒內對環境和產品有一個大致印象，而這種印象一半以上是基于該產品的顏色主題。

A new study looked at how colors influence or biases the way consumers make ethical judgments, specifically if they view a company as environmentally friendly.
一項新的調查研究顏色如何影響消費者的道德判斷，尤其是他們是否認為該品牌環保友好。

Results indicated consumers considered companies with blue logos to be more eco-friendly, compared to those with red logos.
調查結果表明，相比紅色的商標，消費者覺得藍色的商標更加生態友好。

University of Oregon and University of Cincinnati gave shoppers a fictitious logo with a color of a known brand.
俄勒岡大學和辛辛那提大學的研究者給消費者一些已知品牌顏色的虛構商標。

‘What we're finding is that color biases the way consumers make ethical judgments,’ Aparna said Sundar, a professor of marketing in the University of Oregon Lundquist College of Business.
俄勒岡大學朗德科斯特商學院營銷學教授阿帕那·桑達說：“我們發現顏色影響了消費者的判斷力”。

‘Of course green is one of those colors, but blue is also one of those colors that consumers associate with eco-friendliness.’
“在消費者認為環保友好的顏色中，當然綠色是其中之一，另外藍色也是一個。”

It only took one unfamiliar logo for researchers to discover shoppers consider retailers using Walmart’s blue or Sam’s green in their logos to be more eco-friendly than those using Trader Joe’s red.
研究者只需一個消費者不熟悉的商標，便能發現顧客覺得沃爾瑪使用的藍色或山姆的綠色標志要比喬之店的紅色更加環保友好。

‘Interestingly, blue is 'greener' than green in terms of conveying an impression of eco-friendliness, despite the frequent use of the word green to convey that idea,’ said co-author James Kellaris of the University of Cincinnati's marketing department.
共同作者辛辛那提大學營銷部詹姆士·凱拉瑞斯說：“有趣的是，在生態友好印象上，藍色比綠色更‘綠色’，盡管我們總是用綠色來傳達環保的概念。”

Once researchers established a set of eco-friendly colors, they also identified colors perceived to be environmentally unfriendly, such as Target's red.
研究者確定了一系列生態友好顏色，也列出那些對環境不友好的顏色，如喬治店紅。

Sundar and Kellaris then developed additional studies to test whether the colors impacted perceptions of the retailer's environmental friendliness.
桑達和凱拉瑞斯隨后研究了顏色是否影響零售商的環境友好性。

Participants were asked if they felts DAVY Grocery Store acted ethically in various morally ambiguous scenarios, such as spraying water on produce.
參與者被要求作答是否認為DAVY零售店有在道德上模棱兩可的行為，如在產品上噴水。

The results indicated that seeing a more eco-friendly color in a logo influences consumer judgments, and ethically ambiguous business practices seemed more ethical.
結果表明，看起來更生態友好的顏色會影響消費者的判斷，而那些道德上模棱兩可的做法似乎也讓消費者感覺更放心。

Follow-up studies found that shoppers were more critical of a retailer with an eco-friendly-colored logo when presented with a procedure that was definitely ethical or definitely unethical.
后續的研究發現，在看待一些道德或不道德的做法時，消費者對有環保顏色的商標的零售商更挑剔。

While individual differences still play a role in this observed effect of color, Sundar's research suggests that color used in a logo has far-reaching consequences on consumers' perceptions of retailers.
雖然在研究顏色的影響上，個體差異仍發揮著作用，但桑達的研究表明，商標中使用的顏色長久地影響著消費者對零售商的看法。

英文來源：每日郵報
譯者：張卉
審校&編輯：丹妮