Global InformationLouis Cheskin information
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Louis Cheskin was a scientific researcher, clinical psychologist, and marketing innovator. Born in the Russian Empire on February 17, 1907, he was a one-time Works Progress Administration (WPA) artistic supervisor.[1] He died of a heart attack at Stanford University Hospital on October 10, 1981, at age 72.
He observed that people's perceptions of products and services were directly related to aesthetic design, and named this relationship sensation transference.
Cheskin spent most of his life investigating how design elements impacted people's perceptions of value, appeal, and relevance. He also discovered that most people could not resist transferring their feelings towards the packaging to the product itself.
Based on consumer feedback, Cheskin recommended changing the colour of Jelke's Good Luck margarine from traditional white to yellow. Furthermore, he changed the wrapper material from waxed paper to foil to represent a higher quality product. These simple recommendations dramatically improved the product's sales, and are still in use for many margarine and dairy products.[2][3]
- ^ BIOGRAPHY for Karl Gasslander: ...and was a WPA artist under Louis Cheskin..." http://www.askart.com/AskART/artists/biography.aspx?searchtype=BIO&artist=121132
- ^ Louw, Alice, and Michelle Kimber. "The Power of Packaging." The Customer Equity Company. web Archived 2008-02-24 at the Wayback Machine. Retrieved June 30, 2010.
- ^ Gladwell, Malcolm. Blink: the power of thinking without thinking. New York : Little, Brown and Co., 2005. Print. pp 160-161.