We are working with a client to redesign all their collateral. We are exploring a variety of design options including the use of b/w photography. The client is skeptical about its use and has asked us for case studies/rationale for why b/w might be better than color in conveying their brand to consumers.

Any articles, examples, case studies, anectdotes that would help us support our design recommendation would be appreciated.

-- Lisa Beatty (lisabeatty@sjp.com), July 24, 2001

Answers

we can't defend your need for black and white if we don't know what the subject of the pictures will be. some things can or should be shot in bw some things should be shot in color......more details please.

-- mark lindsey (lindseygraves@msn.com), July 25, 2001.

The Calvin Klein, Ron Cherskin or Ralph Larren campaigns. The last three Rockafeller Foundation's Annual reports were in B&W and awarded the best in their fields each year. Get a copy of the PDN Annual awards issue or go to their web site at pdnonline.com.

-- James Megargee (jmegargee@nyc.rr.com), July 25, 2001.

Just a few thoughts.

1. Whatever is different is noticed. If you're in a book with all color, and you present a really good looking B&W image, the eye will be drawn to it.

2. It's easier to portray certain characteristics in B&W than color (for example, texture) and vice versa. Not that you can't convey these in the alternate medium, just that it's easier. If your product involves one of these characteristics, use the medium of advantage.

3. I think it is easier to make a powerful image in B&W than color. More elements always complicate design. Color is adding a lot of elements.

4. When working for my last company, I managed the development and design of a trade show booth. White booth with simple design. We worked with only 4 colors: White, Black, dark blue, and medium gray. All but one photo were B&W, simple shots of small products blown up large. One color photo was used, consisting of the same colors. The booth stood out against the sea of multi-colors, jumbled photos and graphics ususally found at a trade show. A big attention grabber.

Good luck.

-- Charlie Strack (charlie_strack@sti.com), August 01, 2001.