A new study has provided a deeper insight into how color images can influence consumers.
The Ohio State University found that people who were shown product images in color were more likely to focus on small product details, even superfluous ones, instead of practical concerns such as cost and functionality.
If a product has broad features that set it apart from the competition, then black-and-white images will help customers cast aside minor details and focus on those key features, the researchers found. If a product's details are what set it apart, color images will make those details stand out.
The findings also suggested how marketers can strategically use color or its absence to change how people feel about a product.
Xiaoyan Deng, assistant professor of marketing at Ohio State, said that black-and-white images would probably work well in ads for products that will be used in the distant future, such as retirement plans, investments or insurance.
The study is published in the Journal of Consumer Research.
