An experimental study of the appropriateness of color and type in advertising

  • Schiller G
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Abstract

A group of 20 women college students were presented with advertisements having 15 type faces and 20 color combinations for each of five commodities (automobiles, coffee, jewelry, etc.) and five abstract qualities (cheapness, dignity, luxury, etc.). Type faces and color combinations were found to vary in appropriateness, which confirms the results of previous studies

Author-supplied keywords

  • ADVERTISING, COLOR AND TYPE IN
  • INDUSTRIAL AND PERSONNEL PROBLEMS

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Authors

  • G. Schiller

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