On the Effectiveness of Highlighting Ads in Telephone Directories by Color

Abstract

Ads in simulated telephone directory pages were highlighted in red, green and blue colors, and presented to readers in order to be recalled and to be recognized among other ads. Stimulus material included both pages with one highlighted ad on the page and with five ads on the same page. Results indicate that red and green highlighting increase the recallability and recognizability whereas highlighting in blue decreases it. With more than one ad on a page to be recalled and recognized, the success of highlighting depends also on the position of the ad on the page. If there are more highlighted ads on the page, it is advisable to highlight it in a different color or not at all.