[Review of the book Light and Color in Advertising and Merchandising

Abstract

Reviews the book, Light and Color in Advertising and Merchandising by M. Luckiesh. The rather uncertain field of color in attention and aesthetics is suggestively charted in this book by an eminent worker in the development of colored lighting. Whether one agrees with the charting or not there is little doubt but that this is the most complete and in general the soundest book that has appeared on the application of color in advertising and selling. There are beautiful color plates -- 37 in all -- that give the book a symphonic tone. But their effect is largely lost by rather vacuous and diffuse captions; the value of the book would be if most of these captions were re-written so they had more apparent relevancy to the text. These color plates are perhaps responsible for the chief fault with the book, for one feels after the first four chapters that the author is indulging in excessive repetition to fill in the space between illustrations. (PsycInfo Database Record (c) 2025 APA, all rights reserved)