If your advertisement is running without color then all artwork and colors should be black and shades of gray.Maintain a 20% difference in shades of black for reproduction. Particularly if your creative is a “dark-on-dark” design scheme. Adobe Illustrator CS6 warns you when the creative contains transparencies or contains artwork that requires flattening. Transparencies do NOT reproduce well. Flatten your artwork to reduce or eliminate as much transparency as possible.Link here
The .edu site I discovered that references . Color in Advertising a article called:link here
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