Color For Profit. Louis Cheskin

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The colors have high ratings in visibility, preference, and retention and are unconsciously associated with bakery products. The imagery also has high preference and retention ratings. The eyes travel smoothly from top to bottom. This point-of-sale poster catches attention, holds it and remains in the memory for some time.

      Copyright © 1951 by Liveright Publishing Corproation

      Reissue Edition

      No part of this book may be used or reproduced in any manner without written permission of the publisher.

      Please direct inquiries to:

      Ig Publishing

      Box 2547

      New York, NY 10163

       www.igpub.com

      ISBN: 978-1-63246-035-6 (ebook)

      This book is dedicated to the progressive business and advertising executives, sales people and commercial artists.

       CONTENTS

       Measuring Color and Design Effectiveness

SCIENTIFIC APPROACH TO COLOR AND DESIGN

      You can make color printing and color display profitable by using color and design scientifically.

WHAT POLLING TAUGHT US

      Marketing research of the polling type, based on conscious reactions, is not reliable.

WHAT PSYCHOANALYSIS TAUGHT US

      People are neither able nor willing to reveal their true feelings nor to predict their own behavior.

CONSCIOUS AND UNCONSCIOUS REACTIONS

      The conscious mind often rejects advertising but the unconscious is influenced by it.

NORMAL AND ABNORMAL COLOR REACTIONS

      There are color associations that are normal, traditional and social. However, there are individuals whose reactions to colors are neither normal, traditional, nor social.

RED HURTS BUT GREEN DOESN’T

      It is probable that because red was associated with a painful experience, a baby girl grew up with a strong dislike for red.

BLUE MEANT JAIL

      The parents did not discover that there was a relationship between the child’s abnormal behavior and the father’s blue suit.

ORANGE MADE HIM HYSTERICAL

      There are many adults who have strong color phobias due to a traumatic experience associated with a color in early childhood.

CONDITIONED REFLEXES

      Behavior patterns are formed through habit and association.

PACKAGING VERSUS ART

      People avoid complicated patterns. Intricate package designs are difficult to identify and remember. Yet the masses of people associate intricacy and great detail with great art because of traditional concepts.

ACTION-MOTIVATING AND NON-ACTION-MOTIVATING ATTITUDES

      I may have a friendly attitude toward a sign. That does not mean that I will be attracted by the sign or that it will influence me.

DETERMINING THE CHARACTER OF A DESIGN

      In order to use images and colors as tools for marketing, we must learn which produce favorable sensations and which unfavorable.

DETERMINING IMAGE EFFECTIVENESS

      The simpler the image the higher the preference and retention ratings.

       TESTING UNCONSCIOUS REACTIONS

      Most of the preference tests conducted by Color Research Institute are of the free association type and are made on an unconscious level by an indirect method.

       SCIENTIFIC ASPECTS OF COLOR

      For physical and optical reasons it is just as natural for normal people to like complementary colors as it is to walk upright.

       PSYCHOLOGICAL ASPECTS OF COLOR PREFERENCE

      Persons who show abnormal color preference also possess other abnormal characteristics.

       FACTORS THAT INFLUENCE COLOR PREFERENCE

      The preference rating of a color is conditioned not only by its specific value but also by the presence of other colors, by the area it occupies and by the object with which it is associated.

       EMOTIONAL CONFLICT

      Reactions to colors often demonstrate emotional conflict.

       BASIC SENSATIONS AND MARKETING DESIGNS

      When a design or advertising page is before a person’s eyes, it constitutes the sum of all the optical sensations.

       MEASURING THE OVERALL EFFECT

      An “eye-movement” test determines how the eyes travel over the package or advertising page.

       COMPLEMENTARY COLORS FOR MARKETING

      One color has the power to attract; the other is pleasant to look at. The same color rarely has both attributes.

       COLOR TUNING THE STORE

      Customers like to patronize stores that have friendly clerks and pleasing, harmonious interiors, although they are generally not aware that colors are mainly responsible for their desire to patronize such stores.

       EGO INVOLVEMENT AND PRESTIGE IDENTIFICATION IN WEARING APPAREL AND HOME FURNISHINGS

      The fashion and furniture industries would profit greatly by understanding the psychological elements of ego involvement and prestige identification.

       SAFE COLORS AND DESIGNS

      Designs that flatter the figure will always remain popular. The color that has a high preference rating and is at the same time flattering to the flesh tones of most people will always be a best seller.

       Color in Merchandising

       EYE APPEAL IN PACKAGING