Color Harmony and Aesthetic Self-Design: Empirical Tests of Classical Theories

Xiaoyan Deng, Ohio State University, USA
Sam Hui, New York University, USA
Wesley Hutchinson, University of Pennsylvania, USA
Classic principles of color harmony are identified based a review of the color research literature and tested in a unique and realistic consumption context: aesthetic self-design of athletic shoes. Results provide insights on how to manage online color choice interface to improve consumers’ color decision process.
[ to cite ]:
Xiaoyan Deng, Sam Hui, and Wesley Hutchinson (2011) ,"Color Harmony and Aesthetic Self-Design: Empirical Tests of Classical Theories", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.