CHAPTER 1

WHAT IS COLOR FORECASTING?

WHY DO WE NEED COLOR FORECASTING?

Color is a powerful selling tool that can affect our purchasing decisions. Imagine a world where all our retail venues—stores, marketplaces, catalogs—were filled with monochromatic product. Or a world where all consumer products were available only in black. Without the emotional appeal of color, products would be purchased primarily for utilitarian purposes.

What if the colors offered at retail were the same, year after year, season after season? Would consumers continue to buy yellow T-shirts or purple sweaters if they already had versions of these garments hanging in their closets in the exact same colors? In all likelihood, consumers would purchase the same colors over ...

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