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

Author

Listed:
  • KAMEL BEN YOUSSEF

    (Université Paris Nanterre)

  • MASSIMO CAIAZZO

    (Studio Massimo Caiazzo colour consultancy)

  • NATAHLIE SAVARY

    (School of Design, Troyes)

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.

Suggested Citation

  • Kamel Ben Youssef & Massimo Caiazzo & Natahlie Savary, 2017. "How Does Color Strategy Create the Social Value: A Multi-Case Study Approach," International Conference on Marketing and Business Development Journal, The Bucharest University of Economic Studies, vol. 1(1), pages 15-30, July.
    • Handle: RePEc:aes:icmbdj:v:1:y:2017:i:1:p:15-30
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    References listed on IDEAS

    as
    1. Sevinc Kurt & Kelechi Kingsley Osueke, 2014. "The Effects of Color on the Moods of College Students," SAGE Open, , vol. 4(1), pages 21582440145, February.
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    More about this item

    Keywords

    Color; Social Value; Human Behavior; Perception of Space.;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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