Colour in the Yellow Pages

[Yellow Pages Guru]

The use of colour and how Yellow Pages charge for it is pretty unbelievable.

The book is now printed on white paper (think about it - you can't have white ink)

Yellow Pages charge more for white in your adverts - 40% in fact.

But, Yellow Pages actually have to take an extra step to print a yellow coloured ad ie they overlay white paer with a yellow ink but this is cheaper than a white ad.

Our surveys show that colour is not the most important factor in selecting an advert. In fact, it is well down the list.
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[Cougar]

Originally Posted by Yellow Pages Guru

Our surveys show that colour is not the most important factor in selecting an advert. In fact, it is well down the list.
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OK so what surveys have you done and what else do they show that you would like to share?

Thanks

[MikeH]

Colour may not be the most important factor in choosing to use the services of an advertiser, but it surely helps them to stand out from the rest. Especially if it is not a very price sensitive market. For example - if i see a clear advert with an 0800, then that'll do me.

Mike.

[Yellow Pages Guru]

Originally Posted by Cougar

OK so what surveys have you done and what else do they show that you would like to share?

Thanks

This would be a good path for you to follow:

"After graphics, colour has the smallest impact on choice"
Gerald L Lohse (1997)
There are many articles on the web about Mr Lohse.

We have literally hundreds of clients in the UK who we have encouraged to monitor the results they obtain from each individual Yellow Pages advert we place for them. This has helped us identify what works and what doesn't.

Hope this helps.