Press advertising - Does colour make a difference?

Drawing on his important ColourWorks study for the Newspaper Society, the author looks at the effect of colour in newspaper advertising.

Press advertising - Does colour make a difference?

Drawing on his important ColourWorks study for the Newspaper society, Jim Chisholm looks at the effect of colour in newspaper advertising. Colour can greatly improve ad effectiveness, but the effect is not guaranteed. Other factors, especially the size of the ad, can be just as important

Jim Chisholm
DESPITE the rapid growth in the use of colour in newspaper advertising, we know very little about the effect of colour in advertising. How much, for instance, does colour add to the effectiveness of an ad? Why do some ads work better than others?...

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