Published in 1951, Louis Cheskin's groundbreaking Color For Profit initiated a scientific approach to color and design. Cheskin's philosophy rotated around three core concepts: good taste has little to do with how well a design sells; asking customers what they think of a package design is not a useful way to measure effectiveness; and colors have symbolic meanings.Among some of Cheskin's noteworthy accomplishments were: The creation of the Gerber Baby Changing the color of...
Why People Buy is a seminal book to understanding why certain products have appeal in the markerplace.Cheskin was one of the first marketers to use customer-centric methods, and to value direct customer input above marketers’ expectations or guesses about customers' needs.Acknowledging the irrational elements of human behavior, Cheskin brought psychoanalysis and Gestalt theory to marketing. He gained fame for predicting the failure of the Edsel and berated researchers and executives who...
