Found this really interesting study conducted by one of my favourite professors, Juliet Zhu. The study centered on the effect of colour on behaviour.
They found that red groups did better on tests of recall and attention to detail, like remembering words or checking spelling and punctuation. Blue groups did better on tests requiring imagination, like inventing creative uses for a brick or creating toys from shapes. Indeed, the color red appears to make people’s work more accurate, and blue can make people more creative.
In term of pratical applications, the study also tested responses to advertising, finding that advertisements listing product details or emphasizing “avoidance” actions like cavity prevention held greater appeal on red backgrounds, while ones using creative designs or emphasizing positive actions like “tooth whitening” held more appeal on blue.
Certainly this discovery could be heavily utilized in e-marketing, and the selection of backgrounds for product/service websites. Indeed, if consumers can be primed to be more detail oriented, perhaps a red background will increase the likeliness of performing detailed product comparisons, and noticing the distinguishing characteristics of a product.
Definitley an interesting find, and one which can be easily integrated into e-marketing communications!
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