Different Colored Print Ads Produce Different Results
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Lionsgate(COLUMBUS, Ohio) — Not everything is black-and-white when it comes to the effectiveness of print ads. Sometimes color can do more to influence consumers but in another way.
Ohio State University researchers sought to learn if black-and-white images might appeal to people differently than color images by categorizing ads for sneakers into two groups.
It turns out that when shown the black-and-white pictures, participants honed in on basic product features of the sneaker, which was primarily their functionality.
Yet, when presented with the color images, the focus was more on the aesthetic design of the sneaker than basic features.
The message for advertisers then is that if a product’s primary features are dominant, they should think about going with black-and-white ads. However, if the secondary or more frivolous features attract attention, they should go with color.
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