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In Reply to: Research Information on Affectiveness of Color-Use in Advertising posted by Mark F. on November 08, 1997 at 02:00:16:
Having worked in the marketing department of a company that sold high-tech equipment to industrial manufacturers (pulp&paper, petro-chem, automotive, etc.), and being partially responsible for advertising literature development: I would say that colour choice it not necessarily as important as content and good graphic design. Most companies that attempt to sell to industrial plants do not spend the extra money on a real graphic designer to develop a look that is attractive. Most of the time, you will find mail-out pieces with a picture of the product and about 5 paragraphs of technical babble.
I always thought, and still do think, that design is the most important element. If your ad looks boring, cluttered, or unattractive in general, most people will not bother to look at it -- no mater what colour scheme you picked, for whatever theoretical reason.