The Daily Stat from Harvard Business Review

 

January 30, 2015 A Black-and-White Image Makes You Focus More on a Product's Essence People who view black-and-white images of a product are more likely than those who see color pictures to focus on the item's essential rather than superficial features, according to experiments by doctoral candidate Hyojin Lee of the Ohio State University and three colleagues. For example, people who saw black-and-white pictures of camping radios were nearly 50% more likely than those who had seen color to choose one that was smaller and lighter (essential features for a camping radio) over a radio that was aesthetically pleasing. Black-and-white imagery appears to draw the eye to overall form while rendering details less salient, thus making people more sensitive to products' core attributes, the researchers say. SOURCE: Monochrome Forests and Colorful Trees: The Effect of Black-and-White Versus Color Imagery on Construal Level

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