Color: The Under Leveraged Motivator of Brand Choice

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 often do not fully capitalize on color as a central force in driving profitable sales. In fact, they often treat color as an executional afterthought rather than as a key part of the marketing mix.

The challenge is to convince decision-makers like these that color is a hidden yet highly powerful source of competitive advantage.

To answer this challenge, let me...

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