Does orange mean cheap? (effect of color on sales of commercial products)

WHEN Igloo Products Corp. wanted to boost sales of its coolers two years ago, the company brought in Patricia Verlodt, a "color consultant." Verlodt turned up her nose at Igloo's prosaic red and blue coolers and advised the company to add turquoise and raspberry colored products to the line. Scoff not. Igloo reports that cooler sales have jumped 15% since the new shades hit the shelves. Igloo currently offers its coolers in purple, tangerine and lime green, and in traditional red and blue.

So impressed were Igloo's marketing people by the results of Verlodt's advice that they hired a full-time color coordinator--a job, it seems, that's becoming more common. "People today are much more color-conscious," says Ricki Gardner, Igloo's new hue guru.

Companies have always kept an eye on what colors their customers like, but selecting the proper shades was often a haphazard enterprise. …

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