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

Kamel Ben Youssef (), Massimo Caiazzo () and Natahlie Savary ()
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Kamel Ben Youssef: Université Paris Nanterre
Massimo Caiazzo: Studio Massimo Caiazzo colour consultancy
Natahlie Savary: School of Design, Troyes

International Conference on Marketing and Business Development Journal, 2017, vol. 1, issue 1, 15-30

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. (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2017
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