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| Author: | Clarke, I. |
| Title: | Color usage in international business-to-business print advertising |
| Journal: | Industrial Marketing Management
2000 : MAY, VOL. 29:3, p. 255-262 |
| Index terms: | INDUSTRIAL MARKETING INTERNATIONAL BUSINESS ADVERTISING |
| Language: | eng |
| Abstract: | The use of appropriate color in international business-to- business advertisements can profoundly impact the success of an advertised product. This study compares the usage of colors in business advertisements in France, the United States, and Venezuela. The findings conclude that Venezuelan ads use significantly more red, orange, and green colors, while advertisements from France and the U.S. use higher proportions of black and brown colors. |
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