The Use of Color

"The Yellow Pages medium is changing significantly in terms of the number of products now being offered," observes 10-year industry consultant Dennis Rosen. "Including different colors, white knock-out ads, and process color photographs, these features provide more options for advertisers than ever before."

"However," he warns, "historically, whenever a new product is introduced, everyone - including the Yellow Pages reps doing the selling and the advertisers doing the buying - thinks in terms of how it will attract attention. Instead of just gaging how a particular feature will help them stand out, business owners should determine how they can use these new options to enhance communication of key marketing messages."

Color should be used purposefully in the Yellow Pages, according to Rosen, and do more than simply highlight the company name or border of the ad. "First determine what you want to communicate, and then decide if using color will better help you do so," he advises.

As Rosen points out, color should be considered in conjunction with the overall impression a company wants to project through its existing graphic elements - including signs, business cards, and trucks. "An advertiser already has a lot invested in a visual identity, and should use the Yellow Pages as another element to carry through the established theme. If your colorful store sign is well known, for example, one option is to portray it in color," he suggests. "Or entrepreneurs may want to highlight important selling points that distinguish them from competition, such as breadth of product line or extended hours of operation."

"Whether we're aware of it or not, color affects us subconsciously, and can be very effective in evoking feelings and emotions," adds Ann Telthorst, senior manager, Product Development & Management at Pacific Bell Directory, who helped launch the company's four-color ads in 1993. "It should therefore be consistent with the message an advertiser is trying to convey. Blue, for instance, does not go well with eating as - other than blueberries and the requisite tourist drink in Hawaii - there are no blue foods. It's not in our realm of familiarity, and is simply not inviting in that context. So while blue would not work well for a restaurant ad, it would be appropriate for a diet center - which is trying to encourage disinclination to food."

"Blue, which subconsciously implies security and stability, would also be an excellent choice for a bank or an attorney," Telthorst continues. "In addition, because of its connotation with water, it would be an obvious choice for a pool service, or for a company marketing a product positioned as cool or refreshing - such as air conditioners."

"In the same vein, green is a relaxing and calming color (ideal for a therapist or a retirement community), while red evokes a stimulated psychological response," says Telthorst. "People tend to eat and spend more in a red environment, so it's great for restaurants."

One inclination Telthorst discourages is the "since I'm paying, I might as well use all the colors" approach. "Red, blue, and green combined have a carnival connotation, implying fun and festivities. This is perfect for a party supply company or a bus charter operation, but inappropriate for a financial planner or a convalescent home, for example. The important thing is to focus in on what is best for a particular ad and use color to emphasize key selling points or strengths about a business."

With the advent of process color in the Yellow Pages, which allows advertisers to incorporate full-color photographs, Rosen believes entrepreneurs can be even more creative in conveying what makes their business special. "However, rather than showing the building exterior or the face of the owner - a common portrayal that is not necessarily the best use of space - advertisers should concentrate on what sells the business. A restaurant, for example, could highlight its interior and the atmosphere it offers patrons, while a photographer could visibly demonstrate the kind of work in which he specializes."

There are times when incorporating a photograph of the business owner is appropriate, concedes Rosen. "If he or she is a well-known presence in the community, if the interaction with customers is likely to be a close one, or if the owner wants to project a warm and inviting image, a photo could be helpful. However," he warns, "owners shouldn't be caught up with the implicit ego aspect involved, and must be sure they have a good reason to use their advertising space this way."

Telthorst adds this proviso. "A photo can be tricky and either work for or against you, so advertisers need to be very careful in terms of what they select. For example, an unflattering photo or one that shows a dated hairstyle or clothing can be deleterious for both the owner and his business. Conversely, a shot showing an ethnically diverse office staff sends out a clear message without spelling it out. For these reasons, it might be wise to show the photo being considered to really candid friends and colleagues to gage their reaction."

"Color is just another means of communication," Rosen concludes. "The question is not whether or not to use it, but how best to do so to project effective marketing messages to your target audience. And if everyone else is using color, but you use it more effectively, you win."

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