Color For Profit by Louis Cheskin Review

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My rating: 5 Stars

Color For Profit Review:

After I’ve read the book Why People Buy from the same author (Louis Cheskin) I decided to read this one as well to see is it good like the last one – and I have to say that I’m very satisfied with this book as well as the first one. Even though the book is from 1950’s like the last one, after I completed reading it, I concluded that many things are still related to this day when it comes to marketing, and in this case choosing the right colors for advertising – we now even have a much easier approach to marketing since we now have access to so much technology.

This book first paragraph describes itself – 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 color and design as marketing tools. The material in this book does not deal with personal or subjective opinions but with the scientific application of color and design.

Using color and design scientifically means determining, by testing under controlled conditions, the optical and psychological effect of specific colors and images. It means eliminating personal taste and subjective judgment in choosing designs and colors for store and window displays, for packages, direct mail pieces and all advertising matter.

You can find examples of advertising and examples of designed ads for different products – although, there are in black and white; but it’s good enough to see what people at the institute was researching and talking about. One thing that I’ve learned from this book when choosing the right colors we should always do a testing with people and asking them to choose the one that they like the most. Maybe our personal preference would not be good for the ads that we are creating – because if we like something, it doesn’t mean that majority of other people would like the same color combination.

You can find examples of colors that are best suited for different industries, and the same colors that are not suited for different industries. I never actually thought that same color can be good for one type of industry, but bad choice for different one. Although it does make sense when you think about it, but if you are someone like who doesn’t know much about marketing, there are many useful information in this book.

I don’t want to make this review too long, but I would definitely suggest to others to read this book, because it does offer very good content, content that is in my opinion relevant to this date. If you haven’t study marketing, than you obviously haven’t learned about importance of colors in marketing (neither do I) and that’s why you should read this book.

If you like, you can read my other reviews of Marketing & Sales Books

Also, check out my Best Business Books List

Color For Profit Summary:

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 

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

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 per- son’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 pleas- ant to look at. The same color rarely has both attributes. 

COLOR TUNING THE STORE 

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 (sub- stance). 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 sub- stances 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. 


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Product details

  • File Size: 18161 KB
  • Print Length: 166 pages
  • Page Numbers Source ISBN: 1632460343
  • Publisher: Ig Publishing (September 5, 2016)
  • Publication Date: September 5, 2016
  • Sold by: Amazon Digital Services LLC
  • Language: English
  • ASIN: B01IMJQNXI
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Color For Profit by Louis Cheskin
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