Color and contrast in magazine advertising

Pamela S. Schindler

75 citations0/0 files storedPsychology and Marketing

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Color perception and design Marketing and Advertising Strategies Graphic Design and Typography

Abstract

Abstract Color in advertising is used to increase the impact of an ad. However, indiscriminant use of color can sacrifice contrast, thereby reducing legibility and readability, and decreasing the effectiveness of the ad. This descriptive study evaluates the application of contrast principles in color print advertising, concluding that, at best, marketers are inconsistent in using color to enhance the impact of their advertising.

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1954The degree to which colors (hues) are associated with mood-tones.201916 Lüscher-Color-Test 1978The Psychology of Color and Design 1955An Experimental Study of Colour Preferences 1983Color and human response 1981The design of advertising 1982The package as a marketing tool

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