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Published in 1951, Louis Cheskin's groundbreaking Color For Profit initiated a scientific approach to color and design. Cheskin's philosophy rotated around three core concepts: good taste has little to do with how well a design sells; asking customers what they think of a package design is not a useful way to measure effectiveness; and colors have symbolic meanings. Among some of Cheskin's noteworthy accomplishments were: The creation of the Gerber...
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