CECILIA YOCASTA CEDEÑO PRADO

Colors, Colors, everywhere.

Walk into a supermarket, and you'll find almost every color you can imagine.
These colors were chosen very carefully by the companies who make the products on
the shelves. The granola bars' green box is meant to attract consumers seeking a
healthy, natural snack. The white bottle of hand soap gives you the feeling that it's clean
and pure, making it more likely you'll buy it. The people who help companies create color
schemes for their products are called corporate colorists.

Corporate colorists became relevant with the invention of synthetic color in England in
1856. This gave companies more choices for their products than ever before. Suddenly,
clothing could be made in a variety of colors, instead of just beige or black. Soon, color
experts were printing color guides to help companies choose which colors would go well
with their products.

Today, in addition to forecasting new trends, corporate colorists advise companies on

which color scheme suits their products. Experts rely on many factors, including
which emotions certain colors evoke in the consumer. For example, yellow
makes people feel happy, while orange makes them feel a product is "friendly."
Blue (the most popular color) is considered a relaxing, calming color and also relates to
trust and reliability. Corporate colorists may recommend this color for health or medical
products.

Graphic designer Courtney Garvin explains experts' approach to choosing a product's

colors: "There's the physical aspect - what happens optically, what happens in the brain.
Then you have cultural associations, personal connotations, and on and on."

Using the right colors can be integral to a product's success. For example, soon after
introducing the iMac computer in bright colors named strawberry, blueberry, tangerine,
grape and lime, Apple Inc. reported a huge increase in profits. Another successful
product, Coca-Cola, uses red for its famous drink label because red is linked to feelings
of hunger and excitement.

For the world's corporate colorists, the Pantone Company is the global authority on color.
Each year, Pantone chooses a Color of the Year based on color trends. For 2018, Pantone
picked a futuristic shade of purple called Ultra Violet which they believe "lights the way
to what is yet to come."
1 What is the main purpose of the article?
A To talk about corporate colorists and their profession.
B To show the reader the way supermarkets use colors.
C To persuade the reader to buy yellow products.
D To describe the way companies use colors to make products more successful.

2 Why does the author includes the phrase “walk into a supermarket, and
you'll find almost every color you can imagine”?
A To persuade the reader to go to supermarkets and buy things.
B To start the story he will describe in the passage.
C To raise interest on the reader and contextualize the information.
D To describe the different colors people find in the supermarket.

3 According to the article, what is true about corporate colorists?

A They prefer to use the color beige.
B They don't usually work with computer companies.
C They help companies choose colors for their products.
D They don't think emotions are important.

4 According to the article, the color blue is...

A the author's favorite color.
B a color that makes people feel calm.
C liked more by men than women.
D a color that makes people think about nature.
5 Look at the highlighted sentence “Experts rely on many factors, including
which emotions certain colors evoke in the consumer. For example, yellow
makes people feel happy, while orange makes them feel a product is
"friendly." in paragraph 3, which of the following sentences best
summarizes it?
A Professionals on colour science trust on many factors like emotions. For
instance, yellow makes people feel happy.
B Experts rely on many factors, like emotions. Some colors make people feel
happy or relaxed.
C Yellow makes people happy and orange makes products seem easy to manage
or friendly. These emotions are one of the many factors used by experts.
D Emotions are one of the many factors used by expert. For example, yellow
makes people happy.

6 The word approach in paragraph 4 is similar in meaning to

A Methodology
B be close to
C Design
D Education

7 Courtney Garvin…
A lives in England.
B invented synthetic color.
C works at Pantone.
D is a graphic designer.

8 What can be inferred about experts in paragraph 4?

A They have worked with the designer Courtney Garvin.

B They say that there's the physical aspect - what happens optically, what
happens in the brain. Then you have cultural associations,
personal connotations, and on and on.
C Most of them are graphic designers.
D Experts must have studied a lot to reach some conjectures regarding colours.
9 Coca-Cola uses the color red because it...
A makes people feel relaxed.
B is a friendly color.
C makes people feel excited.
D is a very popular color.

10 What is Pantone's Color of the Year for 2018?

A A shade of purple.
B A shade of red.
C A shade of blue.
D A shade of green.