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Color Facts
- Color ads are 2.5 times more effective than black and white ads.
*
- Color captures consumer attention and gets ads noticed!
- Color ads are typically viewed first. *
- Ads viewed first are more likely to be chosen. **
- Published research says that ads containing color are chosen first
at least 60 percent of the time.
- Consumers spend 21% more time viewing a color ad than equivalent
ads without color. **
- Research shows businesses that advertise with color are viewed
by consumers as being more trustworthy and having higher quality merchandise
and services.
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- Ads with three or more colors are better remembered by consumers.
*
- Effective ads use color to highlight elements that influence choice,
such as:
- Business hours
- Company logos
- Credit card acceptance
- Free estimates
- Major brands
Sources
* The Effectiveness of Color
in Yellow Pages Advertising, Gerald L. Lohse, The Wharton School
of Business of the University of Pennsylvania, April 23, 1997
** Choice Study II / Eye Fixation
Study, Gerald Lohse, The Wharton School of Business of the University
of Pennsylvania, 1995; and David Fay, GTE Labs, 1995
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