The Mind of the Buyer

A TTR A CTIN G AT T E N T I O N^43
Other effects o f co lor. B efore c o ncl uding
thi s i nadequa t e t reat me nt o f th e subj ec t
we sho uld p oin t o ut t ha t c olo r m ay b e use ful
no t onl y i n a t trac ting a ttention. It may al so
hol d a ttenti on. Again it m ay a rouse pl easur
able feelings. Th e feelings m ay com e from
intrinsi c pl easure -giving quality o f th e c olo r ;
the n m ay b e t ra n sferred to th e obj ec t b eing
sol d— an en d evi dently sough t i n th e c ol ori n g
of th e c ontaine rs of c ert ain b rand s o f fac e pow
der. O r i t m ay give pl ea su re by re ason o f ce r
t ai n idea s i t a rouses wi thin th e b uye r. In seek
in g to use col or w e fac e a la rge group o f ques
tions rel ating to th e app ropri ate nes s of c olo r
t o c omm odi ty. W e sh all me rely rec ogniz e th e
existenc e of th e se fo r th e p re se nt, re se rving
thei r de ta ile d considera tion fo r a l a te r ch ap te r.
Summary. In discussing th ese fou r fact ors
int en si ty, extensi ty, ch ange and c ol o r, we h ave
no t exh a uste d th e l ist of determinant s o f a t
ten tion which are avail abl e to th e sell e r. W e
h ave m erely touch e d up on fo ur which fi t i nt o
th e outlin e of this book. Anoth e r i n p articu
la r— rep eti tion— i s so importa n t th a t we sh al l
use i t a s th e ba si s of o ur nex t ch ap t e r.
NOTE —For discussion o f the theoretical aspects o f color
the re ader is referred to the b ibliography. Fo r practical
applications in the field o f a dvertising the reader is referred
to the well-known books on that subj ect.