A print ad was designed where the hue, chroma (saturation), and value (lightness) of the color in the ad were manipulated in a 2 x 2 x 2 between subjects design. The results revealed that differences in chroma and value had significant effects on feelings of arousal and relaxation, respectively. These feelings influenced ad attitude. Value also influenced consumers9 brand attitude. Interestingly, the three dimensions of color had no effects on information processing. The implications of these findings are discussed.