The M stands for McDonald’s, but the rounded m represents mummy’s mammaries, acccording the design consultant and psychologist Louis Cheskin. In the. 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. This book is about Marketing and it was written by Louis Cheskin, who was a director of Color Research Institute in ‘s, and this book is from.

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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.

Why People Buy: Motivation Research and Its Successful Application By Louis Cheskin Review

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 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.


You can make color printing and color display prof itable by using color and design scientifically. Marketing research of the polling type, based on con scious reactions, is not reliable.

People avoid complicated patterns. I may have a friendly attitude toward a sign. In order to use images and colors as tools for mar lluis, we must learn which produce favorable sensa tions and which unfavorable.

The Fast Food Factory

Reactions to colors often demonstrate emotional con flict. The same color rarely has both at tributes. Designs that flatter the figure will always remain pop ular.

Color lights can be lojis effectively for providing at tractive color environment. Changing from black and white to full color ads cre ated per cent increase in business.

Colors are the basic components of light.

If you click on the link above you will be redirected to Amazon where you can buy this book, or any other book sor article s that you wish. That is helping me to get more books and write more reviews. Thank you very much!


However, there are individuals whose reactions to colors are neither normal, tradi tional, nor social. Ig Publishing September liuis, Publication Date: September 5, Sold by: We use cookies to ensure that we give you the best experience on our website. If you continue to use this site we will assume that you are happy with it.