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| Author: | Lee, S. Barnes, J. |
| Title: | Using Color Preferences in Magazine Advertising |
| Journal: | Journal of Advertising Research
1989 : DEC/1990 JAN, VOL. 29, p.25-30 |
| Index terms: | CONSUMER RESEARCH NEWSPAPER ADVERTISING ADVERTISING EFFECTIVENESS |
| Language: | eng |
| Abstract: | Each colour has mental and emotional effect on human beings. This property may allow advertisers to speed the marketing-communication process. A person's colour preference and the colour used in an advertisement may affect advertising effectiveness. Several studies have found a gender difference in colour preference. Race and culture also affect colour preference. It is examined how advertisers currently utilize colour in magazine advertising. |
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