Friday, February 06, 2009

New Colour Research

Interesting piece I heard on NPR this morning. There has been much research on the power and importance of colour around us. This new work from the University of British Columbia studies more than 600 people who undertook a variety of computer based tasks that were delivered in either a red, blue or white background.

In the research they created some copy for a toothpaste brand. This was either delivering a rational 'fights cavities' message or a more emotional 'makes your smile brighter' message. Both were delivered on a red, blue and white backgrounds. As Ravi Mehta, the lead author of the study says,
"significantly more people choose the brand which was good on cavity prevention. With blue they preferred teeth whitening. And on a white background, neither product had an advantage."
The study also explains how previous research has produced conflicting findings about how red and blue effect thinking. What this research is saying is that either colour can provide a benefit, if it is used with the appropriate task.

Interesting stuff and worth a look. Again, thinking about the context of the task at hand and applying research such as this will help move the performance of your comms.

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