We’re sometimes asked, “If I can only afford to upgrade size OR color, which one should I choose?” That’s an excellent question. We have the answer! Let’s first examine the impact of color on advertisement recall.
We analyzed records from the extensive AdQ Studies database. It’s a database that contains nearly 195,000 records dating back as far as 1994. But for the purposes of this analysis, we looked at just the past four years at studies which utilized our online methodology. We examined main issue, run-of-the-book advertisements only (i.e., no cover position ads, no ads appearing as loose inserts or in special supplements).
What did we learn? Color ads significantly outperform black and white ads in recall seeing and recall reading scores for fractional and full-page ads.
Impact of Color vs. Black and White on Fractional Advertisements
Impact of Color vs Black and White on Full Page Advertisements
What’s the impact of size on ad recall? We’ll announce that in our next post. In the interim, the most accurate analysis is always based on your own data. Contact us to have an analysis run on your studies and/or to obtain industry averages (based on SRDS’ Standard Industry Categories for business and consumer publications) for your title.
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