Campus Only Senior Thesis
© 2014 Zoe Stalnecker
This study examined how various combinations of colors and fonts in email advertisements affect a consumer’s likelihood of purchasing a product and her judgment of appeal. It further examined overall perceptions of email advertisements. The study conducted a survey containing eighteen simulated emails that was distributed over Amazon MTurk. A total of 116 participants in the United States took the survey. Results showed that most participants preferred a yellow foreground to orange and purple, and a blue background to red and green. Findings also revealed that Georgia font style was consistently preferred over Onyx font style. Results showed that emails comprising of a blue background, yellow foreground and Georgia font style were especially significant in influencing consumers to purchase a product and were the most appealing.
Stalnecker, Zoe, "Email, Colors and Fonts: Responses to How Email Advertising Influences Consumer Buying Behavior and Judgment of Appeal" (2014). Scripps Senior Theses. 455.
This thesis is restricted to the Claremont Colleges current faculty, students, and staff.