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
The package frequently is responsible for the greatest number of sales.
THE PACKAGE AS SYMBOL
In modern merchandising the package is a psychological tool planned to convey the character of the contents and to serve as an effective display.
COLOR FOR THE PACKAGE
In a package design, colors should have maximum psychological appeal, be symbolic of the contents and have highest visibility.
DESIGNING THE PACKAGE
Factors to consider are the size of the package, dimensions, shape, ease of handling, the space it will occupy, and the way in which the package is to be opened.
ARRANGING THE WINDOW DISPLAY
The display must attract attention and create a desire to examine the merchandise.
COLOR LIGHTS IN DISPLAYS
Color lights can be used effectively for providing attractive color environment.
COUNTER AND FLOOR DISPLAYS
Well-designed counter and floor displays will attract attention and hold interest.
DISPLAY POSTERS
The poster must attract people “on the go.”
COLOR-IN PUBLICATIONS ADVERTISING
The psychological effect of the specific color on the social group it will reach and the symbolic relationship of the color to the product are important.
LAYOUT
Scientific methods have taken pictorial effectiveness out of the realm of speculation and personal preference.
COLOR POWER IN THE PRINTED MESSAGE
Color can imbue the message with personality and distinction.
CASE HISTORIES OF COLOR POWER IN ADVERTISING
Changing from black and white to full color ads created 500 per cent increase in business.
PSYCHOLOGICAL ASPECTS OF THE ENVELOPE
The envelope provides the first contact and creates favorable or unfavorable impressions.
PSYCHOLOGICAL ASPECTS OF THE ENCLOSURE
The enclosure should be organized in keeping with the principles of composition and “eye-movement.”
CASE HISTORIES OF COLOR POWER IN DIRECT MAIL
Increases up to 450 per cent in direct mail returns have been reported by companies that have changed from black and white to color.
Appendix
For those who desire to go deeper into the scientific aspects of color
VE + M = C VISIBLE ENERGY PLUS MATTER EQUALS COLOR
Colors are the basic components of light. Light has colors only when it comes in contact with matter (substance). Color is actually a manifestation of the relationship between visible energy (light) and matter (substance).
CHEMICAL ASPECTS OF COLOR
Although the source of color is physical, the substances from which pigment colors are produced are chemical.
PHYSIOLOGICAL ASPECTS OF COLOR
The human eye is anatomically and physiologically equipped to receive all waves of visible energy (white light) as well as sections or divisions of visible energy (colors).
SAMPLE REPORT FROM COLOR RESEARCH INSTITUTE FILES
Tests, analysis, recommendations, and meaning of ratings.
INDEX
ILLUSTRATIONS
Muller’s Butter Cake point-of-sale poster
Muller’s point-of-sale poster for Sunrise Bread
Muller’s point-of-sale poster for Brown’n Serve
Chef-Way coffee decal
Old and new packages for Brown ’n Serve
Nu-Enamel’s old paint labels
Nu-Enamel’s new paint labels
Old and new Crisco labels
Old and new Jergens soap wrappers
Old and new Standard Oil signs
Bulk Service Stations trade mark
Holland Graphometer in operation
Graph showing reactions of three people to six basic hues
Brandt Eye-movement camera
Producing white light with the three primary colors
Geometric images with high preference and retention power
Chart of high preference colors
Measuring Color and Design Effectiveness
Scientific Approach to Color and Design
This book was prepared specially for those business executives, market researchers, advertising people, commercial artists, display men and creative salesmen who seek knowledge about using
