Color Strategy: Leveraging color to add and extract value in products and brands

Leslie Harrington

ISBN 10: 3639099613 / ISBN 13: 9783639099614

Editore: VDM Verlag 2009-04-16, 2009

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Codice articolo 6666-IUK-9783639099614

Dati bibliografici

• Titolo: Color Strategy: Leveraging color to add and extract value in products and brands
• Editore: VDM Verlag 2009-04-16
• Data di pubblicazione: 2009
• Lingua: Inglese
• ISBN 10: 3639099613
• ISBN 13: 9783639099614
• Rilegatura: Paperback
• Condizione: New

Descrizione articolo

Riassunto

While color is the focus of many books, studies and inquiries, only few attempt to understand how to leverage color as a strategic lever. This research examined the role color plays in product or brand development, as well as, the practices and procedures organizations employ to effectively devise and execute a strategy to leverage color. It presupposed that consumers have strong emotional associations to color that are leverageable by firms. It therefore explored how color professionals perceive consumers' reaction to color in products and brands so as to uncover how emotions can be tapped and engaged to add and extract strategic value. In summary, this research identified effective practices of color strategy while uncovering gaps that need to be attended to in order for firms to successfully employ color in pursuit of strategic goals.

L'autore

Leslie Harrington Ph.D. is a leading researcher in the field of Color Strategy. Her work concentrates on understanding the emotional and cognitive facets of color in the context of products, brands and built environments and its influence on organizational performance and consumer behavior.