ABSTRACT
Colour plays a major part in our lives because we have well-developed colour vision, yet colour has come only relatively recently to newspapers, and even magazines have been published in full colour for only about 40 years. Much of this move towards colour was initially driven by advertisers. According to Favre and November (1979: 80), surveys among consumers showed a marked improvement in attention-getting when colour was used: https://www.niso.org/standards/z39-96/ns/oasis-exchange/table">
Four-colour ads %
Black-and-white ads %
The ad was seen
57
43
The brand was identified
43
28
The text was read
22
16
