How Does Color Strategy Create the Social Value: A Multi-Case Study Approach

Title

How Does Color Strategy Create the Social Value: A Multi-Case Study Approach

Author

KAMEL BEN YOUSSEF, MASSIMO CAIAZZO, NATAHLIE SAVARY

Classification JEL

M31

Abstract

This paper is describing color influence on the social value. We analyze five previous colour studies selected from various sectors of activity discussing previous methods and color effects in order to find its significant impact on humans. It reviews factors how companies and Non-Profit Organizations (Church, Fashion house, High school, Mobility and Prison,) use color strategies, method implementation, instruments and type of colors. Secondly, it discuss how colors or colored environments influence working performances; causing certain behavior; creating negative or positive perception to surroundings and task given; and influencing moods and emotions. Finally, this paper highlights the potential scientific approach in finding color effects on human behavior through the creation of social value. The paper includes with a series of recommendations for CEO’s Non-Profit Organisation and brand manager in order to maximise the benefits of the color strategy and to take this opportunity to act on human behavior and create social value.

Keywords

Color, Social Value, Human Behavior, Perception of Space.

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Please cite this article as: mbd (2017) How Does Color Strategy Create the Social Value: A Multi-Case Study Approach. International Conference on Marketing and Business Development. http://www.mbd.ase.ro/?p=317