TITLE OF ARTICLE: Color Schemes: Shades of Meaning

              AUTHOR: Kanner, Bernice
              JOURNAL NAME: New York
              DATE: April 3, 1989
              PAGE(S) 22-23
              ACCESSION NUMBER: 03
              SENSE(S): *Sight; Taste

              ABSTRACT: Provides results of research on the
              effect of color on consumer's buying preferences.
              People living on a lower socio-economic level
              prefer simple one word description colors; people
              at a higher socio-economic level prefer colors that
              can be described in two or more words.
              <LK117A HUMAN SENSES - MARKETING-RELATED>

              Some colors "classify," i.e. broaden a products
              appeal; others "declassify," i.e. heighten a
              product's position, or target a particular
              audience. Many examples illustrating this research
              are provided. Foods are also mentioned to taste
              better when colored a certain way.
              <LK140 TASTE - MARKETING-RELATED>

              All major colors are mentioned in connection to
              their effect on product choice and people. No
              specific research studies are cited.

RESEARCHERS QUOTED IN ARTICLE:

              Wagner, Carlton. Heads the Wagner Institute of
              Color Studies and mentioned as "perhaps" the
              leading expert on the psychological effect of
              color.

