Does color really matter? A picture is worth a thousand words really does ring true when it comes to advertising. The proper image in an ad can engulf the reader in the message, the tone, the feeling of the ad. When done right, the message of that ad hits home and strikes a meaningful chord with that consumer. Whether you're selling gourmet pizza, a victorian home... black & white just doesn't capture it. Color also dramaticall unclutters a busy ad and allows many more important pieces of information to stand out that would be lost in that same busy black and white ad.