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While color is the focus of many books, studies and§inquiries, only few attempt to understand how to§leverage color as a strategic lever. This research§examined the role color plays in product or brand§development, as well as, the practices and procedures§organizations employ to effectively devise and§execute a strategy to leverage color. It presupposed§that consumers have strong emotional associations to§color that are leverageable by firms. It therefore§explored how color professionals perceive consumers'§reaction to color in products and brands so as to§uncover how emotions can be tapped and engaged to add§and extract strategic value. In summary, this§research identified effective practices of color§strategy while uncovering gaps that need to be§attended to in order for firms to successfully employ§color in pursuit of strategic goals.
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