Washington: A new study has provided a deeper insight into how colour images can influence consumers.
The Ohio State University found that people who were shown product images in colour 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, colour images will make those details stand out.
The findings also suggested how marketers can strategically use colour 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.
