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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
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.
Marketing research of the polling type, based on conscious reactions, is not reliable.
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.
It is probable that because red was associated with a painful experience, a baby girl grew up with a strong dislike for red.
The parents did not discover that there was a relationship between the child’s abnormal behavior and the father’s blue suit.
There are many adults who have strong color phobias due to a traumatic experience associated with a color in early childhood.
Behavior patterns are formed through habit and association.
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
