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

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. (PsycINFO Database Record (c) 2006 APA, all rights reserved). © 1935 American Psychological Association.