Color Strategy

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.

Autorentext

Leslie Harrington Ph.D. is a leading researcher in the field ofColor Strategy.Her work concentrates on understanding the emotional andcognitive facets of color in the context of products, brands andbuilt environments and its influence on organizationalperformance and consumer behavior.

Klappentext

While color is the focus of many books, studies andinquiries, only few attempt to understand how toleverage color as a strategic lever. This researchexamined the role color plays in product or branddevelopment, as well as, the practices and proceduresorganizations employ to effectively devise andexecute a strategy to leverage color. It presupposedthat consumers have strong emotional associations tocolor that are leverageable by firms. It thereforeexplored how color professionals perceive consumers'reaction to color in products and brands so as touncover how emotions can be tapped and engaged to addand extract strategic value. In summary, thisresearch identified effective practices of colorstrategy while uncovering gaps that need to beattended to in order for firms to successfully employcolor in pursuit of strategic goals.