Читать книгу Color For Profit - Louis Cheskin - Страница 7
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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 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
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
