Color: The Under Leveraged Motivator of Brand Choice

Tom Chapman

The author contends that appropriate use of colours in product, pack and advertising design is crucial to brand building - and that it is undervalued in the brand development process.

Color: The Under-leveraged Motivator of Brand Choice

How to maximize color as a strategic marketing weapon

Tom Chapman,Rosetta Marketing Strategies Group

Packaged goods marketers may have invented modern marketing. But when it comes to color, these marketing decision-makers...

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