A print ad was designed where the hue, chroma (saturation), and value (lightness) of the color in the ad were manipulated in a 2 x 2 x 2 between subjects design. The results revealed that differences in chroma and value had significant effects on feelings of arousal and relaxation, respectively....

In designing print ads, one of the decisions the advertiser must make is which color(s) to use as executional cues in the ad. Typically, color decisions are based on intuition and anecdotal evidence. To provide guidelines for these decisions, this research proposes and tests a conceptual...