Color in Cartographic Design 63
attention attraction
We really do not know why color attracts the eye and is an
attention getter, but it is
undisputed that this is so. It is also not clear which colors have the greatest attractive
power; there are conflicting test results and opinions. Generally, it appears that the
attention-getting value depends on visibility. Therefore, the color that can be seen at
the greatest distance is the one that attracts the eye quickest. It has also been pointed
out that pure hues have greater visibility than tints or tones. However, visibility also
depends on the background. Yellow when next to a blue-black is highly visible, but
when printed on a white page it has very low visibility. There is also a difference
between the color used for areas, for typography, or for lines or points.
Study of actual printed maps reveals that cartographers, whether intellectually
or instinctively, accept red as the color highest in attention value since this is the color
most often used when only one color is chosen in addition to black and white. Many
studies certainly indicate that red rates highly as an attention getter. Some textbooks
have used brown or green in addition to black and white on maps. While brown is
generally rated fairly low in attracting the eye, the mere fact that it is the only color
on the page makes it stand out. When only one color is used on a map, such as a red
arrow or one country or region in red, the purpose is usually to draw attention to a
specific feature and to lead the eye.