Billboards: Does Billboards: Does CCoolloorr Make a Make a Difference?Difference?

Rowan CrowleyRowan Crowley

Ms. HydeMs. Hyde

88thth Grade Grade

Topic QuestionTopic Question

What color combination is most What color combination is most memorable?memorable?

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HypothesisHypothesis

If I test different color combinations, If I test different color combinations, then white on blue will be most then white on blue will be most memorable.memorable.

AbstractAbstract

Businesses spend billions of dollars Businesses spend billions of dollars every year on advertising. Some of this every year on advertising. Some of this money is spent on billboards. Are some money is spent on billboards. Are some color combinations more effective than color combinations more effective than others? This study was designed to others? This study was designed to determine what color combination is determine what color combination is most memorable. most memorable.

Abstract (cont.)Abstract (cont.)

I determined what color combinations are most I determined what color combinations are most common as well as the median viewing time for common as well as the median viewing time for billboards frequently seen while driving on I-85. billboards frequently seen while driving on I-85.

I then designed signs using the six most common I then designed signs using the six most common color combinations with seven random letters and color combinations with seven random letters and numbers on each one. I tested the signs on 25 numbers on each one. I tested the signs on 25 people to see which combination they people to see which combination they remembered best. I also had each person rank remembered best. I also had each person rank the signs according to what they thought was the the signs according to what they thought was the easiest to remember to the hardest.easiest to remember to the hardest.

MaterialsMaterials Card for testing visionCard for testing vision StopwatchStopwatch ClipboardClipboard App for testing color App for testing color

visionvision Colorful cards with Colorful cards with

different combinations different combinations of 7 letters/numbers of 7 letters/numbers on themon them

Device to use app onDevice to use app on

Consent formsConsent forms Pen or pencilPen or pencil Car and driverCar and driver Forms to record resultsForms to record results

Materials (cont.)Materials (cont.)

VariablesVariables

Manipulated: Manipulated: • colors of letters/numberscolors of letters/numbers• colors of backgrounds colors of backgrounds

RespondingResponding: : • number of correct answers subjects getnumber of correct answers subjects get• order the subjects rank the signsorder the subjects rank the signs

Variables (cont.)Variables (cont.)

Controlled: Controlled: • time allowed to look at signstime allowed to look at signs• time allowed for recollectiontime allowed for recollection• size of signs and letters/numberssize of signs and letters/numbers• fontfont• lighting conditions lighting conditions

Step-By-Step Procedures- Step-By-Step Procedures- Background PreparationBackground Preparation

Record the major color combinations seen Record the major color combinations seen on all billboards between exits 46 and 63 on all billboards between exits 46 and 63 on I-85 North and South bound – select the on I-85 North and South bound – select the six most common color combinationssix most common color combinations

Record the viewing time on all billboards Record the viewing time on all billboards along the same section of highway – along the same section of highway – determine the median viewing timedetermine the median viewing time

Step-By-Step ProceduresStep-By-Step Procedures Explain experiment to subject and have Explain experiment to subject and have

them read and sign the consentthem read and sign the consent Check subject’s vision and color visionCheck subject’s vision and color vision Shuffle signsShuffle signs Give first sign to subject, face downGive first sign to subject, face down Say go, start watch and have them turn Say go, start watch and have them turn

sign over and look at itsign over and look at it Take sign away after 5 seconds, wait 5 Take sign away after 5 seconds, wait 5

more seconds and ask subject to repeat more seconds and ask subject to repeat letters/numbers out loud in the correct letters/numbers out loud in the correct orderorder

Step-By-Step Procedures (cont.)Step-By-Step Procedures (cont.) Record number of correct letters/numbersRecord number of correct letters/numbers Repeat this for all 6 signsRepeat this for all 6 signs Have subject put signs in order, looking at Have subject put signs in order, looking at

them, from what they think was the them, from what they think was the easiest to remember to the hardesteasiest to remember to the hardest

Record their orderRecord their order

Data: BillboardsData: BillboardsMost Common Color Combinations:Most Common Color Combinations:

1. 1. WhiteWhite on on blueblue (23) (23)

2. 2. RedRed on on whitewhite (11) (11)

3. 3. WhiteWhite on on redred (9) (9)

4. 4. BlackBlack on on whitewhite (7) (7)

5. 5. WhiteWhite on on greengreen (6) (6)

6. 6. WhiteWhite on on blackblack (5) (5)

Median Viewing Time: 5 seconds (range: 2-11s)Median Viewing Time: 5 seconds (range: 2-11s)

Color ComboColor Combo Average Average Number Correct Number Correct (out of 7)(out of 7)

Number of Number of Perfect ScoresPerfect Scores

White on White on blueblue 5.085.08 55

RedRed on white on white 6.206.20 1515

White on White on redred 6.286.28 1212

BlackBlack on white on white 5.765.76 1212

White on White on greengreen 5.045.04 77

White on White on blackblack 5.965.96 1111

Subject ScoresSubject Scores

Subject ScoresSubject Scores

5.08

6.20 6.285.76

5.045.96

0

2

4

6

8

10

12

14

16

Whiteon

Blue

Redon

White

Whiteon

Red

Blackon

White

Whiteon

Green

Whiteon

Black

Average Number ofCorrect Answers (out of7)

Number of PerfectScores

Color Color ComboCombo

Number Number of 1of 1stst Places Places (6pts (6pts each)each)

Number Number of 2of 2ndnd Places Places (5pts (5pts each)each)

Number Number of 3of 3rdrd Places Places (4pts (4pts each)each)

Number Number of 4of 4thth Places Places (3pts (3pts each)each)

Number Number of 5of 5thth Places Places (2pts (2pts each)each)

Number Number of 6of 6thth Places Places (1pt (1pt each)each)

Total Total Number Number of of PointsPoints

White on White on blueblue

33 44 44 33 88 33 8282

Red Red on on whitewhite

1212 22 11 22 44 44 104104

White on White on redred

66 33 77 55 44 00 102102

BlackBlack on on whitewhite

11 77 22 44 44 77 7676

White on White on greengreen

00 22 66 88 11 88 6868

White on White on blackblack

33 77 44 33 44 44 9090

I made a scoring system for the order the subjects put the signs in. If a sign was put in 1st place, it got 6 points, 2nd place got 5 points, 3rd place 4 points, 4th place 3 points, 5th place 2 points, and 6th place got 1 point.

Subjects Ranking of SignsSubjects Ranking of Signs

Total Scores from Subject RankingTotal Scores from Subject Ranking

82

104102

76

68

90

0

20

40

60

80

100

120

Whiteon

Blue

Redon

White

Whiteon

Red

Blackon

White

Whiteon

Green

Whiteon

Black

Total Number of Points

Color ComboColor Combo Percent of Percent of Rankings that Rankings that are 1are 1stst Place Place

Percent of Percent of Rankings that Rankings that are 1are 1stst oror 2 2ndnd PlacePlace

White on White on blueblue 12%12% 28%28%

RedRed on white on white 48%48% 56%56%

White on White on redred 24%24% 36%36%

BlackBlack on white on white 4%4% 32%32%

White on White on greengreen 0%0% 8%8%

White on White on blackblack 12%12% 40%40%

Percents from Subject Rankings Percents from Subject Rankings

Percents from Subject RankingsPercents from Subject Rankings

12

28

48

56

24

36

4

32

0

8

12

40

0

10

20

30

40

50

60

Whiteon

Blue

Redon

White

Whiteon

Red

Blackon

White

Whiteon

Green

Whiteon

Black

Percent of RankingsThat are 1st Place

Percent of RankingsThat are 1st or 2nd Place

ResultsResults

The color The color combinations of combinations of red on white and red on white and white on red were white on red were most memorable most memorable followed by black followed by black on white and white on white and white on black.on black.

The most correct The most correct responses were responses were with these color with these color combinations; in combinations; in addition, the addition, the subjects also subjects also thought that these thought that these color combinations color combinations were most were most memorable.memorable.

ConclusionConclusion

The most memorable color combinations The most memorable color combinations are red words on a white background and are red words on a white background and white words on a red background. Black white words on a red background. Black words on a white background and white words on a white background and white words on a black background are also words on a black background are also somewhat memorable.somewhat memorable.

ApplicationApplication

The results of this project can be used The results of this project can be used by any business for their billboards. If by any business for their billboards. If they use a good color combination on they use a good color combination on their billboards, people are more likely their billboards, people are more likely to remember the message. This may to remember the message. This may give the business more customers and give the business more customers and increase profits.increase profits.

CitationsCitations http://www.marketingpilgrim.com/2007/10/what-

top-brands-spend-on-advertising.html

http://www.musanim.com/miller1956/ Lea Numbers Produced by Precision VisionLea Numbers Produced by Precision Vision Ishihara Test Professional by Thomas MitchellIshihara Test Professional by Thomas Mitchell