Let's say you've decided you want to eat more healthfully. However, you don't have time to carefully plan menus for meals or read food {#blank#}1{#/blank#} at the supermarket. Since you really{#blank#}2{#/blank#} yourself to a healthier lifestyle, a little help would come in handy, wouldn't it? This is where a "choice architect" can help{#blank#}3{#/blank#}_some of the burden of doing it all yourself. Choice architects are people who organize the contexts in which customers make decisions. For example, the person who decides the layout of your local supermarket-including which shelf the peanut butter goes on, and how the oranges are piled up—is a choice architect.

    Governments don't have to{#blank#}4{#/blank#}healthier lifestyles through laws  for example, smoking bans. Rather, if given an environment created by a choice architect-one that encourages us to choose what is best-we will do the right things. In other words, there will be designs that gently push customers toward making healthier choices, without removing freedom of choice. This idea combines freedom to choose with{#blank#}5{#/blank#}hints from choice architects, who aim to help people live longer, healthier, and happier lives.

    The British and Swedish governments have introduced a so-called "traffic light system" to {#blank#}6{#/blank#}foods as healthy or unhealthy. This means that customers can see at a glance how much fat, sugar, and salt each product contains{#blank#}7{#/blank#}by looking at the lights on the package. A green light {#blank#}8{#/blank#}_that the amounts of the three nutrients are healthy; yellow indicates that the customer should be{#blank#}9{#/blank#}; and red means that the food is high in at least one of the three nutrients and should be eaten in {#blank#}10{#/blank#}. The customer is given important health information, but is still free to decide what to choose.

Celebrity (名人) has become one of the most important representatives of popular culture. Fans used to be crazy about a specific film, but now the public tends to base its consumption on the interest of celebrity {#blank#}1{#/blank#} to any given product. Besides, fashion magazines have almost abandoned the {#blank#}2{#/blank#} of putting models on the cover because they don't sell nearly as well as famous faces. As a result, celebrities have realized their unbelievably powerful market {#blank#}3{#/blank#}, moving from advertising for others' products to developing their own.

Celebrity clothing lines aren't a completely new phenomenon, but in the past, they were typically aimed at the ordinary consumers, and limited to a few TV actresses. Today they're started by first-class stars whose products enjoy {#blank#}4{#/blank#}fame with some world top brands. The most successful start-ups have been those by celebrities with specific personal style. As celebrities become more and more experienced at the market, they try to {#blank#}5{#/blank#}their production scale rapidly, covering almost all the products of daily life.

However, for every success story, there's a related warning tale of a celebrity who overvalued his consumer {#blank#}6{#/blank#}. No matter how famous the product's origin is, if it fails to impress consumers with its own qualities, it begins to resemble an exercise in self-promotional marketing. And once the {#blank#}7{#/blank#}attention dies down, consumer interest might fade, loyalty returning to tried-and-true labels.

Today, celebrities face even more severe embarrassment. The pop-cultural circle might be bigger than ever, but its rate of turnover has speeded up as well. Each misstep is likely to {#blank#}8{#/blank#}to reduce a celebrity's shelf life, and the same newspaper or magazine that once brought him fame has no problem picking him to pieces when the opportunity appears. Still, the ego's (自我的) potential for expansion is {#blank#}9{#/blank#}. Having already achieved great wealth and public {#blank#}10{#/blank#}, many celebrities see fashion as the next frontier to be conquered. As the saying goes, success and failure always go hand in hand. Their success as designers might last only a short time, but fashion—like celebrity—has always been temporary.