The Power of Contrast: Exploring the Allure of Black-and-White Advertising in Shaping Brand Luxury Perception

Abstract

This study explores the effectiveness of black-and-white imagery in luxury brand communications, specifically in influencing consumers’ perception of luxury in an era of increased accessibility to luxury brands. We hypothesize that incorporating black-and-white imagery into luxury brand visuals can effectively shape consumers’ perception of luxury. Additionally, we propose that perceived brand expertise mediates the relationship between black-and-white advertising and perceived brand luxury, while examining the moderated mediation of brand heritage salience.

An online experiment involving 145 adult participants was conducted using the Qualtrics platform. Data analysis using STATA and SPSS provides compelling evidence supporting the positive impact of black-and-white advertising on brand luxury perception. The findings also emphasize the significance of perceived brand expertise in shaping consumer perceptions of luxury brands.

Based on these findings, luxury goods marketers are advised to strategically incorporate black-and-white visual imagery in brand communications to enhance consumers’ perception of luxury. By leveraging the inherent associations of black-and-white visuals, luxury brands can reinforce their image while maintaining exclusivity and desirability in an increasingly accessible market.

This research highlights the potential of black-and-white visual imagery in luxury brand communications. Further research is needed to explore the mechanisms through which brand expertise perception and heritage salience influence the relationship between black-and-white advertising and perceived brand luxury. Additionally, examining the impact of black-and-white imagery across different market segments can offer valuable insights for luxury brands’ communication strategies.