Studies have shown that the use of color can greatly impact learning and retention. There is evidence to suggest that thoughtfully designing the color of your learning courses will be time well spent. In a study by the Poynter Institute, participants were shown two newspaper pages. The pages were identical in every way except that one was presented in color and the other was in black and white. More than 98% of the participants said they preferred the more colorful page because they claimed to have read more on that page. Upon investigation, however, researchers found that the participants had not read more on the colorful page, they had simply imagined that they had because the color page gave off the illusion of having more information.