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Color BusinessColor BusinessColor BusinessColor BusinessColor
BusinessColor BusinessColor BusinessColor Business
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http://www.royalclassacd.com
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INTRODUCTION From a business point of view, design has a
single purpose,
products are made to be sold.
A great part of success in sales is a result of good
looks. Color is more that just a means of attraction.
Color advertisements are read up to 42% more than
similar
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ones in black and white, and color on a page both
accelerateslearning and increases comprehension.
Because color have such a profound influence on
sales,
aesthetic decisions about color can become secondary to
marketing ones.
For designers, color means business.
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THE COLOR INDUSTRIES Color not only means business, it is a
business.
The color industries are major, international and
widely
varied. Chemists and engineers create new colorants and the
means
to apply them.
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Testing laboratories determine that colorants are safe fro
thebuying public.
Research organizations explore consumer color
preferences
and analyze, chart, and publish observed color trends.
Psychologists explore the potential for positive and
negative
reactions to colors by the buying public.
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PRODUCING COLOR A foundation of the color industry is the
manufacture of subtractivecolorants, interior and exterior paints,
furniture materials, printing inks,
ceramic glazes, automobile finishes, textile dyes, and colorants
for
numberless other materials.
The manufacturing process is both art and science.
Each color agent is a chemical mix with specific
properties that make it
compatible with its meant to color.
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complexity to the manufacturing process.
Some colors may be difficult or even impossible, to
produce for particular.
CMYK printing for example, lacks clear color in the
orange family.
Bright, clear, reds are difficult to produce in ceramic
glazes.
Substrates also matter. Linen fiber , for example, does
not dye to bright
colors while silk takes dyes brilliantly.
Designers in every field are constrained by colors that
are available to them.
They must consider what is possible before selecting what
may be desirable.
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COLOR SAMPLING Many times a single product is produced in
a range of color choices. Some finishes are simply flat or
glossy color, while others may
display color shifts and special reflecting characteristics.
In either case successful marketing requires that
consumers beprovided with a convenient and accurate way to make a
selection.
Colwell Industries, a century-old company, is the largest
producer of
color merchandisin tools for decorative roducts.
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Colwell’s processes exemplify the cutting –edge technology
neededto create color samples that simulate the colors and finishes
of real
products.
The charts and display materials that they produce range
from
interior and exterior architectural coatings to cars and
cosmetics.
Chemists formulate colorants and finishes, and computers
generate
the mixing formulas, but even at this level of technology the
human
eye makes the final decision.
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COLOR FORECASTING A consumer economy relies on a constant
demand for the new,including new colors.
This demand originates at both ends of the market.
Consumers what a fresh look, and producers make a
conscious
effort to step up sales by offering goods in new colors.
Manufacturers depend on their ability to anticipate which
new
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co ors w e pre erre y t e purc as ng pu c.
Even electronic devices, once available only in industrial
black or
gray, can now be purchased in “fashion” colors.
Color, and marketing interact more closely than in the
area of
consumer color preferences. Hundreds of organizations and
individuals provide research and
prediction of incoming color trends for target markets and
target
industries.
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COLOR AND IDENTITY A second goal of color marketing is the
attempt to establish a link in thepublic mind between a specific
color and specific product.
Coca-Cola has its signature red,
United Parcel Service trucks are brown,
McDonald’s arches are dependably golden.
Color and form together can be extremely successful in
establishing a
color-product link.
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Color is a secondary identifier, only rarely does a color alone
identify aproduct.
Some colors are so closely associated with a product that
they have been
trademarked.
A trademark is a legal designation that protects a
company’s use of aspecific image, color, or combination of these
for a particular kind or
product.
Color identifies the source of the product or service and
distinguishes it
from competing products of the same type.
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TRADITIONAL COLORS No matter how successful a current
color trend may be, consumers at all
economic levels continue to demand products in “traditional”
colorings.
There are traditional colors fro some items of
apparel-bridal wear and
hunting gear are classic examples, but the market for
traditional colors is
particularly strong in home furnishings textiles.
Years of accumulated grimes mute even the most durable,
colorants, and
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.
Mot only are colors altered by soiling and oxidizing the
various colors in
a composition alter at different rates.
Sophisticated techniques of analysis now make it possible
for the original
color of painting, textiles, and decorative objects to be
determined with
greater accuracy.
Present-day research and restoration approaches have
caused a revolution
in historic preservation.
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