Good book in color scheme in advertising?

[BoRiCuA]

I want to learn more about the different color schemes in advertising and how it affects the potential consumers. Besides color schemes I would love to learn about choosing font types and everything else involving the final image. What book or website would you recommend?

If there's one I that can be applied internationally then better, but US is enough.

10 pts go to the best answer!!!

[Jake]

Sorry I don't recall the titles of the books I have seen, but may have some general useful info.

Internet marketers have access to tracking facilities that allow them to measure the effect of every small change on a sales page that receives thousands of viewers, it's common for a money losing advertising campaign to be changed to a winner by revising the sales funnel.

One seminar/video training course: 43 SPLIT TESTS by internet marketing educator Ryan Deiss reports on the effect of specific series of A-B tests, (these can be web site specific) some of his figures (if you can believe them):

Changing from Times to Ariel gave a 30% improvement
A robins egg blue background increases trust for up to a 31% improvement
Drop cap letters starting paragraphs were found to have a -14% to a +23% effect.
Shrinking a large header graphic and eliminating odd background yielded 88% in one case.
Negative message headlines and images "Being overweight shortens your life" improved conversions by 20%
Trust seals added 28% and success stories added 33% conversion rate in some cases

He lists many other examples in the sales pitch for his $197 product ( a price that may seem reasonable for these spending thousands on advertising) http://www.43splittests.com/

Another interesting design aid are Heat Maps, there's a rather expensive little text book in the book stores filled with images mapping the actual area of a page that get the most viewer attention, these maps were created with eye tracking apparatus mounted on the test subjects.
A less direct Head Map generation method offered by a couple of online services track the user's mouse activity, assuming people point at what they are focused on, at least one service allows you to replay a video recoding of the visitors mouse action.

Interestingly they have found in order to make the images on Facebook ads stand it helps to use unprofessional even slightly out of focus photos or outrageous images not necessarily related to the product.