Effects of Color as an Executional Cue in Advertising: They're in the Shade

摘要: In designing print ads, one of the decisions advertiser must make is which colors to use as executional cues in ad. Typically, color are based on intuition and anecdotal evidence. To provide guidelines for these decisions, this research proposes tests a conceptual framework linking hue, chroma, value an ad consumers' feelings attitudes. experimental study, three dimensions used manipulated using between-subjects design. The results support hypotheses that ads containing with higher level lead greater liking ad, effect mediated by relaxation elicited color. Feelings play equally important role chroma. Consistent hypotheses, levels chroma elicit excitement, turn increase likeability. A follow-up study found although managers often select colors, large number cases they do not. findings both studies integrated our discussion importance increasing range options available manager faced selection