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

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.



Citation:

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.

Authors

Xiaoyan Deng, Ohio State University, USA
Sam Hui, New York University, USA
Wesley Hutchinson, University of Pennsylvania, USA



Volume

NA - Advances in Consumer Research Volume 38 | 2011



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