Marketing: How to Use Color to Sell by Eric P. Danger

About the book How to Use Color to Sell by Eric P. Danger, the psychology involved in advertising and marketing with respect to colors.

HOW TO USE COLOR TO SELL. By Eric P. Danger. Boston: Cahners, 1969.

About the book: This book is primarily for those with something to sell, but is fascinating in general from the point of view of color-psychology and manipulation. The author trea "color strategy" in general, and specific products.

From the book: What is color? Color is a physical phenomenon, but from a sales point of view color is people. People decide which colors will sell and people decide whether they will pass over a product because they do not like its color. The reason why color commands such importance in the sales picture is that it appeals to the emotions, not to reason. And the appeal is largely subconscious. A baby responds to color long before it recognizes shape or form, and this awareness remains throughout life. Almost everyone is attracted by color; those who are not can be disregarded in this context.

Customers who like red are extrovert.

Customers who prefer yellow have an intellectual bent.

Customers with a fondness for blue-green are discriminating.

People who buy blue have close control of their emotions.

Orange clients are convivial.

Purple purchasers are artistic.

Disciplined customers go for maroon.

The average consumer is basically fearful of making a decision for herself (or himself) and she will seek guidance from what is going on around her; from what Mrs. Jones up the road is doing; from what she sees advertised or recommended in the press; and from various other influences, all of which are cumulative. As Mrs. Jones up the road is doing exactly the same thing, they tend to follow the same path because they are influenced by the same pressures.

This is not to say that every consumer will choose exactly the same thing. Life would be much simpler if they did--although, by the same token, the penalty of failure on the part of the manufacturer would be greater. Some people have a preference for one color and others have a preference for another, but likes and dislikes tend to move in the same direction. A woman who liked red, for example, would tend to purchase an orange-red rather than a rose-red if the trend was moving that way, but she might not purchase an orange-yellow.

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