ROP Color and Its Effect on Newspaper Advertising

Monochrome Forests and Colorful Trees: The Effect of Black-and-White versus Color Imagery on Construal Level

“…One key implication of our theoretical perspective is that it questions the assertion that color is always superior to BW in advertisement. Although color may have positive effects, such as promoting attention, memory, and general positive evaluations (Fernandez and Rosen 2000;Gardner and Cohen 1964;Gronhaug et al 1991;Hornik 1980;Lohse 1997;Pallak 1983;Percy and Rossiter 1983), the current findings also suggest that by highlighting secondary and incidental aspects, color ads may also distract consumers from attending to the more essential and primary features of the advertisement and advertised product. For marketers, the current work provides profitable opportunities by suggesting the need to consider carefully whether to use BW versus color imagery in advertisements.…”

“…Research generally suggests that color leads consumers to judge ad content as more attractive, interesting, and powerful (Bohle and Garcia 1986;Click and Stempel 1976;Schindler 1986), attracts viewers' attention (Gronhaug, Kvitastein, and Gronmo 1991;Hornik 1980;Lohse 1997), and promotes favorable attitudes (Berdie 1992;Fernandez and Rosen 2000;Meyers-Levy and Peracchio 1995;Pallak 1983;Percy and Rossiter 1983). Extensive work also suggests that people remember color images more accurately or for a longer time than BW images (Gardner and Cohen 1964;Homa and Viera 1988;Suzuki and Takahashi 1997;Vandermeer 1954;Wichmann, Sharpe, and Gegenfurtner 2002). These findings may explain why color tends to be more common than BW imagery in most media advertisements.…”

Advertising Repetition as a Signal of Quality: If It's Advertised So Much, Something Must Be Wrong

“…Color is an important variable to consider because it is one of 79 the executional variables under the control of the advertiser. Research shows that color ads are perceived as more attractive, interesting, and likable than black and white ads (Gardner and Cohen 1964;Guest 1966). Ad color may also provide information about a brand's attributes when the color reinforces copy claims (Meyers-Levy and Peracchio 1995).…”

Sensory marketing in an outdoor out-store shopping environment – an exploratory study in Japan

“…Among the visual elements, colors can be considered as the most important ones. Colors can help increase the status of a product or its provider (Gardner and Cohen, 1964), affect customer intentions and decisions to buy (Bellizzi et al , 1983), and influence customer perception of waiting time (Gorn et al , 2004), among others. However, the perceptions of the effect of colors are different across cultures (Madden et al , 2000).…”