An engaging and eye-opening study of the ways in which the arrangements of colors shape buying decisions.

SECRETS BEHIND THINGS THAT LOOK GOOD

HOW SMALL CHANGES IN DESIGN MAKE A BIG JUMP IN SALES

A debut book offers a point-by-point breakdown of the art of visual marketing.

In her work, Lee relates a simple and telling story: she’s strolling by a grocery store and sees fresh fruits and vegetables stacked and arranged on a cardboard box. She continues walking and notices that quite a few customers keep moving as well. But when she tries the experiment of wrapping each fresh apple in a sprig of leaves, setting the vivid red against the bright green, the fruits sell out quickly. That kind of simple, straightforward approach to looking at visual marketing is the guiding principle of this book, in which Lee asserts that “of all visual elements including form, texture, color, and size, color influences at least 80% of your impression of something.” The volume is full of nuggets of interest—yellow works best for kids; too much red on a label connotes high calories; brown remains “especially effective in Asian countries where fermented condiments are widely enjoyed.” Readers learn that white walks a fine line between cheap and expensive, depending on the mix of pigments, however slight. “When expensive products like smartphones or cars are white, they look simple and clean,” she writes, “when cheap products like paper cups, disposable cutlery, umbrellas, and ribbons are white, they look low-quality.” The guide includes many highly detailed photos to illustrate Lee’s points about how colors work. She elaborates from these on all the complicated and often misunderstood ways in which vision affects the other senses—even taste, which, according to the author, is primed far more often by sight than people tend to realize. And throughout the book there are interesting tidbits from Lee’s experiences, such as the reflective qualities of various shades: “Next time you need an umbrella to block out the sun on a hot day, be sure to take a white one for a cooler shade.” All of this should appeal not only to marketers, but to anybody who’s ever noticed efficient and vibrant displays as well.

An engaging and eye-opening study of the ways in which the arrangements of colors shape buying decisions.

Pub Date: N/A

ISBN: N/A

Page Count: -

Publisher: Influencial Inc.

Review Posted Online: June 8, 2017

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If the authors are serious, this is a silly, distasteful book. If they are not, it’s a brilliant satire.

THE 48 LAWS OF POWER

The authors have created a sort of anti-Book of Virtues in this encyclopedic compendium of the ways and means of power.

Everyone wants power and everyone is in a constant duplicitous game to gain more power at the expense of others, according to Greene, a screenwriter and former editor at Esquire (Elffers, a book packager, designed the volume, with its attractive marginalia). We live today as courtiers once did in royal courts: we must appear civil while attempting to crush all those around us. This power game can be played well or poorly, and in these 48 laws culled from the history and wisdom of the world’s greatest power players are the rules that must be followed to win. These laws boil down to being as ruthless, selfish, manipulative, and deceitful as possible. Each law, however, gets its own chapter: “Conceal Your Intentions,” “Always Say Less Than Necessary,” “Pose as a Friend, Work as a Spy,” and so on. Each chapter is conveniently broken down into sections on what happened to those who transgressed or observed the particular law, the key elements in this law, and ways to defensively reverse this law when it’s used against you. Quotations in the margins amplify the lesson being taught. While compelling in the way an auto accident might be, the book is simply nonsense. Rules often contradict each other. We are told, for instance, to “be conspicuous at all cost,” then told to “behave like others.” More seriously, Greene never really defines “power,” and he merely asserts, rather than offers evidence for, the Hobbesian world of all against all in which he insists we live. The world may be like this at times, but often it isn’t. To ask why this is so would be a far more useful project.

If the authors are serious, this is a silly, distasteful book. If they are not, it’s a brilliant satire.

Pub Date: Sept. 1, 1998

ISBN: 0-670-88146-5

Page Count: 430

Publisher: Viking

Review Posted Online: May 20, 2010

Kirkus Reviews Issue: July 15, 1998

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The author's youthfulness helps to assure the inevitable comparison with the Anne Frank diary although over and above the...

NIGHT

Elie Wiesel spent his early years in a small Transylvanian town as one of four children. 

He was the only one of the family to survive what Francois Maurois, in his introduction, calls the "human holocaust" of the persecution of the Jews, which began with the restrictions, the singularization of the yellow star, the enclosure within the ghetto, and went on to the mass deportations to the ovens of Auschwitz and Buchenwald. There are unforgettable and horrifying scenes here in this spare and sombre memoir of this experience of the hanging of a child, of his first farewell with his father who leaves him an inheritance of a knife and a spoon, and of his last goodbye at Buchenwald his father's corpse is already cold let alone the long months of survival under unconscionable conditions. 

The author's youthfulness helps to assure the inevitable comparison with the Anne Frank diary although over and above the sphere of suffering shared, and in this case extended to the death march itself, there is no spiritual or emotional legacy here to offset any reader reluctance.

Pub Date: Jan. 16, 2006

ISBN: 0374500010

Page Count: 120

Publisher: Hill & Wang

Review Posted Online: Oct. 7, 2011

Kirkus Reviews Issue: Jan. 15, 2006

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