Does colour in newspaper ads work? Industry research confirms what most of us already know … colour has a significant impact on newspaper ad noting scores compared to black and white ads. Research on colour, conducted in the past by Starch Canada and the Canadian Newspaper Association (CNA), finds that colour increased ad noting by 14% to 34% over non-colour ads.
Adding colour to newspaper ads increases noting over black and white ads regardless of gender. However, the impact of adding colour is even greater for women in Canada based on a CNA survey. Women notice colour ads 42% more than black and white ads. Men are 26% more likely to notice colour ads vs. black and white ads.
Although the 20+ studies conducted are sourced from 2003 to 2008 the data and findings are still relevant in today’s media environment.
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