Marketing Group / Professor Myles Bassell Business 50.7 Advertising Brooklyn College Case Study Critical Thinking and Concept Application Chapter 18 Print Production page 1 of 4

1. List 6 statistics from the Color Marketing Group, in the article that follows, regarding the impact of color.

2. How did color reinforce Procter & Gamble’s positioning of the Febreze? In other words, why did they select those for the packaging?

3. The Color Marketing Group has made color forecasts for 2007. What are the colors and color groups they predict to be popular in 2007? Go To https://www.colormarketing.org/Media.aspx?id=295&TierSlicer51_TSMenuTargetID=295&Ti erSlicer51_TSMenuTargetType=1&TierSlicer51_TSMenuID=51

4. Pantone Color Matching System is known worldwide. What is the system and why is it so important to printing, packaging, and publishing? Go To:

http://www.pantone.com/pages/pantone/pantone.aspx?pg=19 295&ca=10

5. What role does Pantone play regarding Fashion and Home?

The Profit of Color! Color experts from the Color Marketing Group share their success stories KLEENEX Color Marketing Group Chairholder How important is color Christine Mau, CMG, Associate Director of Barbara Parker specializes in special to the bottom line? Packaging Graphics, Kimberly-Clark effect color products. These two new Consider these powerful facts from Corporation. premium colors merit a $995.00 premi- various marketing studies: "The Kleenex um charge. Both are selling at higher brand design team percentages than the previously offered • Color increases brand recognition by has learned over free old gray Cadillac. Old gray penetra- up to 80 percent. the years that color tion was at 4.9 percent. 'Titanium' and • Color improves readership as much is just as important 'Sharkskin' penetration is at 6.6 percent. as 40 percent. • Color accelerates learning from 55 as pattern when Color definitely sells and at a premium to 78 percent. trying to win the price!" • Color increases comprehension by purchase interest of consumers. CMG is 73 percent. so much more than an annual Color PROCTER & GAMBLE • Color ads are read up to 42 percent more than similar ads in Card release for our team.We make sure John H. Bredenfoerder, CMG, Design and . that at least two to three members of Director, Landor Associates, and President, • Color can be up to 85 percent of the facial tissue team attend the Spring Color Marketing Group. the reason people decide to buy. International Conference. It's the "Landor conceived and designed two avvy marketers know: Color sells! Workshop experience and that three- projects for The Procter & Gamble That's why for nearly 45 years com- day focus on color that brings us up-to- Company in which color has been partic- Spanies that recognize the incredible date on the color stories for the coming ularly successful; Febreze® Air Effects™ power of color - and the enormous value seasons and the next couple of years. and Secret® Sparkle™. Both projects of selling the right color at the right time While our team has access to many leverage a - have made sure their color profession- color services, our CMG membership is principle als are part of the premiere internation- the resource that we consider indispen- called sen- al association for color, Color Marketing sable." esthesia, Group. which Headquartered in Alexandria,Virginia, CADILLAC concerns Color Marketing Group (CMG) consists Christopher Webb, CMG, Trend and Color the multi- of 1,000 color experts from a broad Designer, General Motors Corporation. sensory psychological messages color cross-section of industries worldwide. "The 2004 Cadillac XLR Neiman Marcus can communicate, a phenomenon I first They follow and report on trends and Limited Edition XLR, produced in the became familiar with at CMG Workshop developments in all industries.They con- exclusive color 'Majestic Amethyst' discussions. The colors for Febreze Air ference together in a dynamic forum that retailed for $85,000 through the 2003 Effects were promotes the exchange of broad color Neiman Marcus Christmas catalog. It selected to evoke marketing information and provides vital sold out in just 14 minutes. the sense of , reportage on color news across indus- subtle and airy tries. Ultimately, they produce, with fragrances. The remarkable accuracy, trustworthy color colors for Secret forecasts their companies can rely upon Sparkle were to make color decisions that seriously selected to evoke affect the profitability of products and the flavors that reinforce the tasty ver- services. "The ChromaFlair colors "Titanium" sioning names. We've found that the Does it work? Several CMG mem- used on the 2006/2007 Cadillac DTS and more globally the senses are evoked, the bers agreed to share some successful "Sharkskin" used on the 2006/2007 Buick more likely it is that the consumer will examples with the CMG network: Lucerne were the first ever used by become engaged and ultimately purchase General Motors. These -shifting col- the product. In 2005, Febreze won Best ors are manufactured by JDSU, where Brand Design from P&G. Secret Sparkle

1 of 2 expanded the market base of the Secret color direction and has helped the com- brand by growing the Secret entry-level pany stay on the leading edge of the market. In these two cases, color sells trend curve relative to our upholstery through exciting the senses!" offerings. We have established a strategic imperative to truly connect with our JOHNSONITE customer. Product development is all Sharon Folliard, CMG, Vice President based on consumer research. Color is Johnsonite and CMG Chairholder. of prime importance in the home fur- "In July 2006, new safety laws in New nishings business. Our CMG resources York City required mandatory installa- ensure we are trending in the right direc- tion of photo-luminescent directional tion." very beneficial. It helps me stay on top egress markings in stairwells of buildings of diverse viewpoints, again, looking at of 75 feet or higher. Johnsonite®, the the 'big picture' of what the leading influ- industry leader in creating innovative ences may be." vinyl and rubber interior specialty floor- ing, collaborated with PermaLight® A.G. The examples cited here are only a small Germany to develop the Safe-T-First™ sampling of the work of Color Marketing system. Johnsonite referred to the CMG Group's 1000 expert network. Beyond Contract Color Forecast to determine the CMG forecasts, international confer- which color directions would prevail PANTONE, SCHICK, ences, workshops and on-line resources, across the contract industry. Johnsonite LEATHERMAN TOOLS CMG's most valuable resource is its net- relies on CMG's expertise to gain an Leatrice Eiseman, CMG, international color work of experts. Because of its non- advantage in today's global economy. The authority and CMG Senior Chairholder. profit and non-competitive nature, this Safe-T-First system is thriving in part due “As director of the Pantone Color network can often be the source of to its many Institute, my big challenge is to be on the other relevant industry linkages. In short, color and lookout for upcoming 'new colors' as it's a way to network all the design net- design Pantone updates their specification works.All facets of design need the spe- options. products. Obviously, Pantone must cial seasoning that color has to offer; The prod- remain on the cutting edge of color that's why we see so many diverse indus- uct's con- selection to keep their offerings current. tries connecting at CMG. tinuing suc- "For another client, Schick, the 'just- Color Marketing Group invites all cre- cess has right' shade of I chose for their ative and marketing professionals to perennially Intuition razor for women won a covet- visit the CMG website, www.colormar- grown ed award from ID Magazine and keting.org, and consider membership in Johnsonite's bottom line. Sales of the increased market share considerably in a this unique linkage network of dedicated Safe-T-First system have tripled since highly competitive market. 1996. These results speak for them- "Leatherman Tools also saw a market color designers. CMG's slogan is 'Color selves - color that brings aesthetics to share increase based on my color rec- Sells, and the Right Colors Sell Better.' safety sells!" ommendations. I created the vibrant and With access to the CMG experience you unexpected colors for their "Juice" line - can master your color sense so you will THOMASVILLE FURNITURE a far cry from simple stainless - and they always select the Right Colors. Robert D. Schaffer, Vice President Creative are attention-riveting at the point of pur- Development,Thomasville Furniture Inc. chase. Very importantly, the colors will "We manufacture two upholstered prod- remain current for several years. ucts on which a lot of business has been "I am involved in color forecasting in Color Marketing Group written. I believe the success of these both domestic and international mar- 5845 Richmond Hwy, St. 410 pieces is due to the strong saturated kets. Color Marketing Group has helped Alexandria, VA 22303 color of the covers. The sofa is fabric; tremendously as a resource for up-com- 703.647.4730 the chair is leather. Our CMG experi- ing color directions. I have found the [email protected] ence has greatly influenced Thomasville's input from so many different industries www.colormarketing.org

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