The Attention Value of Color Evaluated by Means of Ocular Photography

Innumerable research studies have been made to evaluate the intensity of color. The general consensus of opinion is that color has attentional advantages over black and white, and in order to gain and sustain attention a bit of chroma thrown in will generally solve the problem. The purpose of this study was to evaluate by means of ocular photography. The attensity of red as compared to black and white of a given field. Fifty subjects were selected at random to observe an exposure card, while their eye movements were photographed. Two advertisements, one in color and the other in black and white constituted the experimental subject matter. The two advertisements were identical with the exception of the color red. Each subject observed the advertisement and editorial for a period of fifteen seconds. In no case was the subject informed of the purpose of the tests nor was the time limit revealed. The distribution of time between the two advertisements was recorded by a Bidimensional Eye-Camera, designed and developed by the author