designers books

Published by Sébastien Hayez

Colour sells your
package (J.-P. Favre, ABC Verlag, Zurich, 1969)

Written by Matt Lamont, 2 years ago, 0 Comments

Richtige Farbe- Erfolgreiche
La couleur vend votre emballage
Color sells your package

Jean-Paul Favre
Abc Verlag, Zurich

200 pages
Printed in B&W + colour
With colored dustjacket

  • Foreword
  • Chapter 1: The phenomenon of color
  • Capter 2: Color in the service of packaging
    1. The modern function of packaging
    2. The part played by color in marketing
    3. Color, an efficient & versatile salesman
      1. Visual attraction
      2. The visibility of the package at the point of sale
      3. The memory value of the package
      4. Legibility
      5. The creation of optical illusions
      6. Indications of the contents
      7. Evocation of favourable associations
      8. Appeal to the emotions
      9. Conformity of use, pleasing appearance
      10. Indicate the elements of a series of products
      11. Inspiration of confidence
  • Capter 3: the market to be conquered
    1. Where & to whom?
    2. When?
    3. At what price?
    4. Two limitations
      1. Conventions, assortment, the company’s colors
      2. Packaging material
    5. The product and the package
    6. Competitor’s packages
    7. Advertising
  • Capter 4: the creation of a package in appropriate colors
    1. the coefficient of importance of the various elements
      1. The product
      2. The objective of marketing
    2. Five pratical cases
      1. Package of milk
      2. Nestea
      3. Suchard-Express
      4. Package for toilet paper
      5. Prodixan
    3. The part played by the Graphic Designer
    4. When & why must the colors of a package be modified?
  • Chapter 5: Psychological & physiological tests in the service of color
    1. The aims of scientific research
    2. The weaknesses of rational questions
    3. Methods of research concerning the consumer’s attitudes & reactions
      1. Laboratory tests
        1. The spontaneous choice test
        2. Observation of individual behavious
          1. Research into the subconscious reactions
          2. Association tests
          3. The test of secondary parallel reactions
        3. Tests at the point of sale
        4. Research methods on perception
          1. Visibility at a distance
          2. Visibility from an angle
          3. Visibility as a function of lighting
          4. Visibility under poor optical conditions
          5. Visibility in a very short period of time
          6. The appearent size
          7. Localisation
          8. Unity of the design
  • Bibliography


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