How to use color in commercial photography

According to research from the marketing company WebPageFX, it takes fewer than 90 seconds for customers to form subconscious judgments about products—with a whopping 85% citing color as the primary reason for purchasing a certain product and 80% saying color increases brand recognition. Furthermore, ads in color are read up to 42% more often than ads in black-and-white.

Perhaps more than ever, today’s brands and marketers understand that when it comes to images, the right hue often makes all the difference in the eyes of consumers. As more of us prioritize sustainability, for example, green and blue logos can influence customers to view a brand as more ethical. One study suggests that colors in ad images could even encourage us to pay…


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