Color effects in print advertising: a research update (1985-2012)
Corporate Communications: An International Journal
ISSN: 1356-3289
Article publication date: 3 August 2015
Abstract
Purpose
The purpose of this paper is to review the literature published since 1985 regarding color effects in advertising and at setting an agenda for future research.
Design/methodology/approach
Recent publications (1985-2012) regarding the effects of color in advertising on consumers’ attention, memory and emotional responses are reviewed and discussed.
Findings
The review reveals that the effects of color on attention, emotion and memory still remain largely unknown, mainly due to the inherent complexity of the subject and lack of systematic research. At the same time, promising research venues and challenges for the future are identified in the form of research questions.
Originality/value
The key potential contribution of this paper stems from the identification of promising research questions and challenges for investigating the role of color in advertising.
Keywords
Citation
Panigyrakis, G.G. and Kyrousi, A.G. (2015), "Color effects in print advertising: a research update (1985-2012)", Corporate Communications: An International Journal, Vol. 20 No. 3, pp. 233-255. https://doi.org/10.1108/CCIJ-12-2011-0072
Publisher
:Emerald Group Publishing Limited
Copyright © 2015, Emerald Group Publishing Limited