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... ing factual things about the bicycle that could be detected by looking at it, or it was changed so that the bulleted information was more image oriented, stating things like what people would think about you when they saw you on it. Meyers-Levy + Peracchio (1995) felt that when someone pays close attention to the ad and its claims, ads in black and white or ads that are color highlighted with factual information would be favored, and in ads where looks was the major concern of a consumer that ads with full color or ads highlighted with image related information would be more favored. In those that preferred the color advertisements consumers perceived only surface cues how well did the picture itself look, how nice did the product look and how nice looking were the people in the advertisement. Forty-two subjects participated in this experiment. The clothing ads were assessed by having subjects rate on a seven-point scales the extent to which the ad claims stimulated their imagination, brought memories to mind, related to the things they knew about or could imagine, or made them think about other products or their own experience (Meyers-Levy + Peracchio 13).
What they found was that ads based on image consumed more resources (X = 5. 42) than ads based on function (X = 3. 24). From the results a three-way interaction of processing motivation by type of ad claim by ad color for the bicycle and the clothing ads. In the ad for the bicycle and the ad for the clothing, when it was highly resource demanding, ads in black and white or color highlighted were still favored. In ads where there wasnt as many resources used ads in full color were favored. They also showed that when the amount of resources that were used was low, the subjects had more positive thoughts about the product than when the resource level was high. This showed that motivation was influenced not only by ad claim but also ad color.
Other people have also looked ad the affect of color in advertising. In the above mentioned experiments the primary focus was on the motivation of the consumer. By this, the overall wants and this looked at desires of the consumer. Other researchers have looked to see if there are color preferences specific to males and females. They have also looked to see if the are color preferences based on ethnic background.
Barnes and Lee (1990) used a variety of magazines to look at the color preferences of males and females as well as white people and black people. Sandage, Fryburger, and, Rotzoll (1979) suggest that color may serve such functions as attracting attention, assisting in interpretation of product attitudes, giving life to otherwise bleak looking advertisement, and emphasizing or highlighting a distinctive trademark or symbol. Color advertisements have been shown to attract 50 % more readers than a black and white ad. (Auchincloss, 1978). What Barnes and Lee used for resources were Jet magazine (for the black magazine), People magazine (for the white people), Womans Day (for the female population), and Playboy (for the mens selection). Four issues of each magazine were chosen for the study. All ads from the magazine were used for processing of color information.
The two dominant colors in each ad were recorded to weigh out color preferences. This study shows that differences in colors are significant and at most, the result could be obtained from sampling error 4 times out of a 100 (Barnes and Lee 1990). They have also shown that People magazine is three times as likely to use green black and purple than is Jet. This is contradictory to earlier research (Pettersson 1982) that show that purple should be more widely used in Jet.
Barnes and Lee have also shown that the color of the ad doesnt influence male and female consumers as much as the color of the product itself. They also found that the product line advertised in these magazines is quite varied. With specific colors affecting males and females differently, and also affecting white people and black people differently, Barnes and Lee suggest that advertisers arent paying enough attention to color cues and could ultimately benefit from working specific color schemes into specific magazine types. They feel that more research needs to be done regarding color preferences according to culture and sex. It has been claimed that color and emotion are systematically related (Levy 1984) and color has a certain psychological effect upon human beings (Bustanoby, 1947) (Barnes and Lee). People are different and so are their color preferences, and if companies want to get their message to differing groups, than one ad run in many periodicals wont cut it.
They need to be specified to preferences if they hope to expand their marketing potential. As I stated earlier, the influence of color on customers seems very apparent, if the color they see does not evoke certain feelings, then the sale of the product lies directly on the salespersons shoulders. A good sales person will be able to still sell the item, but a little help from other things will always be welcome. As has been shown, the motivation of the consumer to either base their decision on product quality or overall look of the product is apparent. Also gender differences and ethnic differences in color preference also play a large role in determining who buys what! Bibliography: References Auchincloss, D. (1978) The Purpose of Color Graphic Arts Monthly and the Printing Industry 50, 11 46 - 48.
Barnes, JR, J. H. and Lee, S. (1990), Using Color Preferences In Magazine Advertising, Journal of Advertising Research, 29 (January), 25 - 30. Bible, R. and Garcia, M. (1986), Readers Reactions to Color in Newspapers, Annual meeting of the Association for Education in Journalism and Mass Communication, Conference 69, August 3 - 6, Norman OK. Brandt, E.
R. (1925), The Memory Value of Advertisements, Archives of Psychology 8, No. 79 Bustanoby, J. H. (1947) Principle of Color and Color Mixing NY Dooley, R. P. and Harkins, L.
E. (1970) Functional and Attention Getting Effects of Colour on Graphic Communications, Perceptual and Motor Skills, 31 (December), 851 - 854. Durrett, J. and Stimmell, T. (1982), The Instructional Use of Color, Pipeline, 7 fall 10 - 16. Levy, B. (1984) Research into the Psychological Meaning of Color American Journal of Art Therapy 23, 58 - 62 Meyers-Levy, J. and Peracchio, L. (1995) Understanding the effects of color: how the correspondence between available resources affects attitudes, Journal of Consumer Research 22 (September) 121 - 139. Pettersson, R. (1982) International Review: Cultural Differences in the Perception of Image and Color in Pictures Journal of Theory, Research, and Development 30, 43 - 53.
Sandage, C. H. , Fryburger, V. , Rotzoll, K. (1979) Advertising Theory and Practice, 10 th edition. Irwin Inc. IL.
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