Your direct mail piece says a lot about your business.
Literally – name, contact information, a call-to-action, but it’s also saying
something more. Something you may not have even realized yourself. It’s
subliminally stirring up an emotion within your prospects. How? Color.
The colors you use on your mailer could be sending a
stronger message, or a conflicting one. Don’t believe us? Studiesshow that full-color ads are 26% more likely to be given further attention
than their black and white counterparts. So, it’s no wonder that smart marketers
use color strategically to enhance their message.
Here’s the breakdown:
Red - Stimulates the appetite and encourages action. Red
is often used for restaurants and to target impulse shoppers.
Blue – Although the most popular color, blue is preferred by
men. It promotes a sense of productivity and security and is seen as being
non-invasive.
Orange – Want your product or business to seem like a better
value? Orange is the way to go.
Green – Green is primarily associated with health, nature, and,
of course, wealth.
Grey – When used in moderation, grey offers a sense of
intelligence, conservatism and solidity.
Black – Represents sophistication and power, but can quickly become
overwhelming to the senses. Use wisely!
Pink – Pink may just be the most complicated color in the
spectrum. It evokes different reactions from men and women and induces various
effects. Women feel empowered around the color pink, men become calm and less
aggressive. It is used to both calm and energize. Additionally, pasties and
sweets “taste better” when served on a pink plate due to the color’s ability to
induce sugar cravings.
And two words from
the wise:
- If you’re targeting a younger crowd aim for bright, vivid colors. If you’re focused on the elderly, go for subdued hues.
- Choose only a few contrasting colors. The greater the contrast the more impact it will have.
Now that you know the insider secrets, are you sure your
colors are saying what you want? If you want your next mailer to have maximum
punch using color marketing, talk to us
about creating the perfect piece to suit your needs!
