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Synopsis
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.
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About the Author
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.
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- PublisherVDM Verlag
- Publication date2009
- ISBN 10 3639099613
- ISBN 13 9783639099614
- BindingPaperback
- LanguageEnglish
- Number of pages220
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Color Strategy
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Kartoniert / Broschiert. Condition: New. Dieser Artikel ist ein Print on Demand Artikel und wird nach Ihrer Bestellung fuer Sie gedruckt. Autor/Autorin: Harrington LeslieLeslie Harrington Ph.D. is a leading researcher in the field ofnColor Strategy.nnHer work concentrates on understanding the emotional andncognitive facets of color in the context of products, brands andnbuilt environ. Seller Inventory # 4957348
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Taschenbuch. Condition: Neu. nach der Bestellung gedruckt Neuware - Printed after ordering - 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. Seller Inventory # 9783639099614
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