The Effects of Color Vs. Black-And-White on Information Processing

Hyojin Lee, Ohio State University, USA
Xiaoyan Deng , Ohio State University, USA
H. Rao Unnava , Fisher College of Business, Ohio State University, USA
In this research, we examine the effects of color on information processing. Five studies show that people process the central elements of both color and black-and-white pictures spontaneously. However, color pictures draw a person’s attention to the peripheral elements of a picture as well, more so than black-and-white pictures.
[ to cite ]:
Hyojin Lee, Xiaoyan Deng , and H. Rao Unnava (2013) ,"The Effects of Color Vs. Black-And-White on Information Processing ", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.