Publisher's Synopsis
Originally published in 1951, Louis Cheskin's groundbreaking Color for Profit initiated a scientific approach to colour and design. Cheskin's philosophy rotated around three core concepts: 1. good taste has little to do with how well a design sells; 2. asking customers what they think of a package design is not a useful way to measure effectiveness; and 3. colours have symbolic meanings. Cheskin was the man behind such iconic figures as The Gerber Baby and The Marlboro Man, and he pioneered the use of direct customer input for marketing in the modern era.
