Use of Color
Published in 1951, Louis Cheskin's groundbreaking Color For Profit initiated a scientific approach to color and design. Cheskin's philosophy rotates around three core concepts:
1. Good taste has little to do with how well a design sells.
2. Asking customers what they think of a package design is not a useful way to measure effectiveness. Surveys and polls don't measure unconscious reactions; and what consumers do, not what they say, is what matters. Research shows that most people who claim advertising doesn't affect them tend to buy widely advertised products.
3. Colors have symbolic meanings: "We associate red with festivity, blue with distinction, purple with dignity, green with nature, yellow with sunshine. Pink is generally associated with health... White is a symbol of purity. Black expresses evil." Preferences for pure colors are often associated with the poor. The rich tend to prefer tints. And while women generally prefer tints and men deep shades, both are attracted to fleshtones.”
- From: The Louis Cheskin Animal Coloring Book by Jack Szwergold.
Read more about this topic: Louis Cheskin
Famous quotes containing the word color:
“The most refined skills of color printing, the intricate techniques of wide-angle photography, provide us pictures of trivia bigger and more real than life. We forget that we see trivia and notice only that the reproduction is so good. Man fulfils his dream and by photographic magic produces a precise image of the Grand Canyon. The result is not that he adores nature or beauty the more. Instead he adores his camera—and himself.”
—Daniel J. Boorstin (b. 1914)