Light and Color in Advertising and Merchandising (Classic Reprint) - Hardcover

M. Luckiesh

9780331656077: Light and Color in Advertising and Merchandising (Classic Reprint)

Hardcover

ISBN 10: 0331656078 ISBN 13: 9780331656077

Publisher: Forgotten Books, 2018

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Color and light sell: learn how psychology and lighting shape shopper choices

In business, light and color play major roles in how merchandise is seen and perceived.

This book explains how psychology, physiology, and physics influence advertising, displays, and the overall atmosphere of selling spaces. It shows practical ways to use color and lighting to attract attention, enhance appearance, and boost effectiveness in stores and show-windows.

You’ll discover how to combine color theory with real merchandising needs, from choosing hues to shaping lighting that reveals products in their best light. The text emphasizes practical steps for advertisers and merchandisers to harness lighting as a powerful media for selling.

How color appeal and light affect consumer attention and perceived value
Techniques for selecting colors and balancing lighting in displays and interiors
Strategies for show-windows, store layouts, and fixed displays to maximize impact
The relationship between lighting versus pigments and how it changes perception

Ideal for readers of advertising, merchandising, and visual design who want brighter, more effective sales environments.

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