Understand Your Buyer > How To Get Attention > Black and White Effect
What is it?
“Shining a spotlight” on your product or service or results by displaying them in colour, whilst presenting the competition in black and white.
Why does it work?
It works because when someting is in black and white and next to something in colour, the thing in black and white feels less vibrant, more dull and in some way lacking.
Things in black and white can be considered old fashioned and outdated, or in some cultures (like Japan) , black and white pictures of people can imply they are dead.
Either way – it’s not a good look and made worse by the colourful contrast.
How can you use it?
There are 3 ways to use this in your advertising and messaging:
- Black and white competitors – As per Heinz – show yourself in colour and your competitors in black and white
- Black and white results – Show your results in colour and the competition’s results in black and white.
- Black and white before/after imagery – show the current problem/reality in black and white.
Example
In this advert, Heinz are comparing their pasta sauce to “the leading brands” and making it stand out and seem superior by simply being the only jar in colour.
See also:
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