Color For Profit
Description
Published in 1951, Louis Cheskin's groundbreaking Color For Profit initiated a scientific approach to color and design. Cheskin's philosophy rotated around three core concepts: good taste has little to do with how well a design sells; asking customers what they think of a package design is not a useful way to measure effectiveness; and colors have symbolic meanings.
Among some of Cheskin's noteworthy accomplishments were:
The creation of the Gerber Baby Changing the color of margarine from white to yellow The development of the Marlboro Man and Marlboro packaging from what was previously considered a "women's" cigarette Uncovering the preference of American consumers for circles over triangles on packaging Predicting the flop of the Edsel automobile The market research underlying the introduction of the Ford Mustang and the Lincoln Continental
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Content
- Intro
- Title Page
- Copyright
- Dedication
- Contents
- Illustrations
- Measuring Color and Design Effectiveness
- SCIENTIFIC APPROACH TO COLOR AND DESIGN
- WHAT POLLING TAUGHT US
- WHAT PSYCHOANALYSIS TAUGHT US
- CONSCIOUS AND UNCONSCIOUS REACTIONS
- NORMAL AND ABNORMAL COLOR REACTIONS
- RED HURTS BUT GREEN DOESN'T
- BLUE MEANT JAIL
- ORANGE MADE HIM HYSTERICAL
- CONDITIONED REFLEXES
- PACKAGING VERSUS ART
- ACTION-MOTIVATING AND NON-ACTION-MOTIVATING ATTITUDES
- DETERMINING THE CHARACTER OF A DESIGN
- DETERMINING IMAGE EFFECTIVENESS
- TESTING UNCONSCIOUS REACTIONS
- SCIENTIFIC ASPECTS OF COLOR
- PSYCHOLOGICAL ASPECTS OF COLOR PREFERENCE
- FACTORS THAT INFLUENCE COLOR PREFERENCE
- EMOTIONAL CONFLICT
- BASIC SENSATIONS AND MARKETING DESIGNS
- MEASURING THE OVERALL EFFECT
- COMPLEMENTARY COLORS FOR MARKETING
- COLOR TUNING THE STORE
- EGO INVOLVEMENT AND PRESTIGE IDENTIFICATION IN WEARING APPAREL AND HOME FURNISHINGS
- SAFE COLORS AND DESIGNS
- Color in Merchandising
- EYE APPEAL IN PACKAGING
- THE PACKAGE AS SYMBOL
- COLOR FOR THE PACKAGE
- DESIGNING THE PACKAGE
- ARRANGING THE WINDOW DISPLAY
- COLOR LIGHTS IN DISPLAYS
- COUNTER AND FLOOR DISPLAYS
- DISPLAY POSTERS
- COLOR-IN PUBLICATIONS ADVERTISING
- LAYOUT
- COLOR POWER IN THE PRINTED MESSAGE
- CASE HISTORIES OF COLOR POWER IN ADVERTISING
- PSYCHOLOGICAL ASPECTS OF THE ENVELOPE
- PSYCHOLOGICAL ASPECTS OF THE ENCLOSURE
- CASE HISTORIES OF COLOR POWER IN DIRECT MAIL
- Appendix
- VE + M = C VISIBLE ENERGY PLUS MATTER EQUALS COLOR
- CHEMICAL ASPECTS OF COLOR
- PHYSIOLOGICAL ASPECTS OF COLOR
- SAMPLE REPORT FROM COLOR RESEARCH INSTITUTE FILES
- INDEX
