Color should be used purposefully in the Yellow Pages, according to Rosen, and do more than simply highlight the company name or border of the ad. An advertiser already has a lot invested in a visual identity, and should use Yellow Pages advertising as another element to carry through the established theme. Or entrepreneurs may want to highlight important selling points that distinguish them from competition, such as breadth of product line or extended hours of operation. It should therefore be consistent with the message an advertiser is trying to convey. It's not in our realm of familiarity, and is simply not inviting in that context.
People tend to eat and spend more in a red environment, so it's great for restaurants.
Red, blue and green combined have a carnival connotation, implying fun and festivities. This is perfect for a party supply company or a bus charter operation, but inappropriate for a financial planner or a convalescent home, for example. The important thing is to focus in on what is best for a particular ad, and use color to emphasize key selling points or strengths about a business. With the advent of process color in the Yellow Pages, which allows advertisers to incorporate full-color photographs, Rosen believes entrepreneurs can be even more creative in conveying what makes their business special. A restaurant, for example, could highlight its interior and the atmosphere it offers patrons, while a photographer could visibly demonstrate the kind of work in which he specializes.