The impact and influence of color can bypass many nonfashionistas and antitrendites. Yet, as consultant Cooper proudly underscores, marketers, corporations, even people (unwittingly, at times) use shades and hues to persuade and dissuade, accept or reject. One of the more resonant tales of color's powers concerns a businesswoman who, clad in a kelly-green suit, fails again and again to win the job of her dreams--until she changes to a black or navy two-piece outfit. To grab reader attention, the author first presents a self-administered quiz to determine one of three personalities: Color-Forward, Color-Prudent, or Color-Loyal. Now fully convinced, we follow her lead, learning about signals from individual tints, definitions and uses of the six strategic uses of color (brand identification to product differentiation), kids' lives, and the appropriateness of, say, red in Asia versus England. And will the authors' predictions about the domination of grays, soft greens, and garnets be true in the decade to come?
Barbara JacobsCopyright © American Library Association. All rights reserved
About the Author
Mimi Cooper is a principal of the Cooper Marketing Group Inc. A former executive vice president of a leading regional home furnishings retailer, she has more than twenty years of experience consulting on color for a vast range of products -- from automobiles and paints to kitchen accessories and lingerie. A frequent speaker at design seminars and retail conferences throughout North America and Europe, Cooper lives with her husband in Oak Park, Illinois.
