Functional and Attention-Getting Effects of Color on Graphic Communications

This experiment compared the learning and attention effects of color when the color was used either as an information code or decoration on bar charts. 3 groups of 15 Ss were given the opportunity to study either a functionally colored, decoratively colored or black and white chart which was placed in a room with each S while he was participating in another experiment. Ss were not instructed to study the chart, and a test on the content was administered at the conclusion of the other experiment. Results showed that the color, regardless of how it was used, increased the attention given the chart ( p < .05). While the learning scores were somewhat higher for the colored charts, the effect was not significant. It was concluded that, for these charts, at least, color's principal effect was motivational, and a black and white code was equally effective as an information transmitter.