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THE ART OF SOUND PICTURES
through psychological experiment. In the field of advertising, the effects of color have been carefully studied. It has been found that the public prefers different colors for different types of articles advertised. A suggestive list of the findings from some of these experiments, as reported by A. T. Poffenberger,^ follows;
Article Advertised Building material.
Jewelry
Breakfast food. . .
Perfume
Coffee
School
Soap
Summer camps . . .
Candy
Summer beverages
Color Preference Yellow and orange .Yellow and purple Yellow and orange Yellow and purple .Yellow and orange .Yellow and orange .Yellow and green , .Yellow and green . . .Yellow and red .Yellow and green
Combinations of Colors
Yellow and blue Red and green
I Preferred by men and women alike
This list alone is evidence of the fact that our associations and experiences with color in everyday life determine to a considerable extent our color preferences. This fact should be taken into consideration by the writer in suggesting color effects for his original stories. To take an absurd example, it would not do to suggest green soup dishes and plates for a shipboard scene in which the principal characters were supposed to be seasick. The effect upon the audience would probably prove altogether too emotionally unpleasant. On the other hand, some of our normal and pleasant color experiences in everyday
^Applied Psychology, Its Principles and Methods (D. Appleton & Company, 1927).