A rose by any other name may smell as sweet, but if it’s not red or yellow, it doesn’t sell. According to James Crowe, chief executive of the Worcester -- based research company, Scintilla, the color of a product can dictate the strength of its sales.
His company has pioneered a method of testing consumer response to color which he claims can predict, with 90% accuracy, sales of a new product for up to 18 months after the launch. The method, "Chromtest", has been used to test everything from ladies’ dresses to sunglasses. Clients include Parsifal Lager, Amir Fashions, Coloroll Wallpaper and Meadowcourt China.
Color, says Mr. Crowe, is critical in ensuring product acceptance. It is not merely a case of choosing an acceptable primary color -- shades, tones and texture can all have a bearing on the consumer’s final choice.
"We could take 10 colors, each with six shades and virtually guarantee that two of the shades would
A. price of products.
B. sales of products.
C. quality of products.
D. image of companies.
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