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

An experimental study of the appropriateness of color and type in advertising 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Applied Psychology American Psychological Association

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

Schiller, G.
Journal of Applied Psychology , Volume 19 (6): 13 – Dec 1, 1935
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Publisher
American Psychological Association
Copyright
Copyright ©
ISSN
0021-9010
eISSN
1939-1854
DOI
10.1037/h0056090
Publisher site
See Article on Publisher Site

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.

Journal

Journal of Applied Psychology – American Psychological Association

Published: Dec 1, 1935

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