众所周知，对于我们吃货，麦当劳现在被称为金拱门。
As you ought to know , avid glutton as you are, McDonald's should be now called Golden Arches.
事实上，这背后的秘密还要从黑丝说起…
Truly, the secret behind this dates back to black tights…
为什么不呢？人家麦当劳的管理层想要以一种强有力且大胆的表述来重申他们的领导地位！
Why not, nobody makes fun of Batman so Mcdonald's board of management wanted to reaffirm their leading positioning with a strong and bold statement!
黑丝是优雅、性感的代名词。他们通常会对简单的男人们引起非常强烈的心理暗示，使得其很难不流口水。
Black tights are the byword for gracefulness and sexiness. They usually provoke very strong psychological suggestions to simple men who have a hard time not producing saliva when women wear them casually…
有些人，肯定不是我啦！超级崇拜黑丝。这个是可以理解的，试问哪个男人看见猫女不觉得性感呢？
Some people, not me of course, even worship them. But who doesn't fancy Catwoman's costume…
黑色代表优雅其实是源自文艺复兴时期王子穿着的黑色长袍。
The black color became a symbol of gracefulness during the Renaissance in Europe, and princess dressed in black to impress.
所以现在时尚界盛行的"小黑裙"也要感谢亲爱的王子们了。
Hence, "The Little Black Dress" in the fashion world should be thankful to some daring princes.
那么到底"黑色"是从哪里来的呢？
Then where does the word "black" come from?
在很多文化里，黑色都代表了死亡。
In many cultures and civilizations, the color black represents death.
黑色代表未知和死亡，往往让人联想到危险。人类基因的深处还是会害怕黑洞里的怪兽冲出来把自己吃掉。
Deep down, in our genes, we still remember that dark caves hide a gigantic bear, ready to eat us…
所以古代巫师都会用黑色增加自己的权威性。
Long story short, ancient priest used this color to establish mystical authority.
那黑色就没有点好意义了吗？
Then does the color black has any positive meaning?
有的！好的黑色就是非洲人眼里漂亮皮肤的颜色，有着健康的光泽。拉丁语中的niger就是闪耀的黑色的意思，也是法语黑色noir的来源。
Of course! Good balck is shiny, just like amazing-looking black model whose deep dark skin reveals colours like nothing else. Black in French is "Noir" originaly is from Latin "Nirger" means "shinny balck".
然而，黑色所产生的这些效果并不是颜色本身带有的，而是源于心理暗示。
However, all those meanings are also due to psychological suggestion, not only color itself.
心理暗示的作用力可以参看汉成帝。他偷看赵合德洗澡觉得香艳无比，然而…
Let's take a look at Emperor Cheng, of the Han Dynasty. He use to peep at her concubine Zhao Hede and think that she was the sexiest.
赵飞燕逼他来看自己洗澡，就让这个皇帝觉得索然无味。
However, he lost all his interests when the jealous empress Zhao Feiyan forced him to actually watch all her bathing, not just peek.
麦当劳等快餐品牌装修采用红色金色为主也是运用了颜色的心理暗示，红色这种躁动的颜色让食客们产生食欲大开和想要移动的欲望，既然你要移动那么新客人就可以进来啦。
Fast-food brands like McDonald's are mainly red and golden. This is basic colour psychology: the restless red gives diners good appetite and makes them want to move. You want to move, so the new customers can come in…
所以人家的热情颜色其实是在下逐客令。
So their friendly colors are actually pointing us toward the door!
还有金拱门，明明是很和谐的颜色不是吗？
This is also true with the Golden Arches logo. Obviously, it has harmonious colors, right?
你看它和谐的原因，也是因为弧线和桃心的形状，这些形态都会让你放松也觉得性感，也觉得胃口大开。
Unconsciously, we think it is harmonious because of the curves and the heart-shaped icon. All combined make us feel relaxed, horny and hungry.
学习这个方程式以防你的一些设计项目停滞不前
There, learn the formula in case some of your design projects reach a dead end…
这就是设计的力量！颜色、形态对我们人类是有作用哒！
This is the power of design! Color & Shapes work on us, humans!
