Kathy Lamancusa is a trend strategist who tracks the forces shaping the consumer marketplace, and communicates those trend forces through books, articles, on-line publications, and keynote presentations.
Emotional Reactions to Color Understanding our emotional reaction to color is important in advertising, fashion, product design, graphic design, and architecture. Color plays a major role in mood associations that determine the way we feel about a product. Researchers have shown that up to 60% of a consumer's first impression of a product comes from its color. In fact, color is so important to a product's brand identity that the Supreme Court ruled in 1995 that a particular shade of color, such as Coca-Cola red, could serve as a legally defensible trademark.
Color Experience
Color is part of our psychological and biological history. Everyone is impacted by color every day, even if they themselves do not believe that they are.
