Understanding color and it’s effects on consumers and response rates is not an exact science, but organizations have made a business of forecasting color trends for designers and marketers. As a matter of fact, there’s an entire non-profit organization dedicated to the task of color forecasting for designers and marketers who rely on color for their marketing communication pieces. However, you don’t need an advanced degree or years of training in color forecasting in order to create compelling marketing pieces with color. Below are some colors and uses to help improve your response rate on your next direct mail campaign.
- Blue-based reds (such as raspberry reds) Can be associated with a more expensive product. If you’re looking to downplay a high priced item or service, stick with yellow-based reds, such as the color of tomatoes.
- Orange is used to convey affordability.
- Yellow is the first color the eye sees and when combined with dark colors to, create high contrast (such as black type on yellow), it becomes more powerful and easy to read.
- Green is used to communicate the idea of “hope” and “possibility”.
- Blue is an ideal color for financial institutions and medical or hospital facilities as it conveys a message of confidence and safety.
- Purple has gained a lot of popularity and is quite popular these days, however not so much in direct mail campaigns. This regal color is typically used to sell confectionery, perfumes, or high fashion.
- Black has always been a color that conveys both mystery, power, and promise. You can further increase the perception of power to the color black by adding sheen or matte to it.
- White is a color that conveys sophistication and formality, especially when white is placed tone on tone. In addition, it can communicate a high-end price point as well.
While color is not an exact science when it comes to response rate or the success of your business, it can help get your direct mail pieces noticed as well as help increase the likely likelihood of success for your campaign. The above mentioned colors should be used as a guide when designing your marketing pieces. If you would like additional information on the meaning of colors, try this site.
Tags: color, communicate, direct mail, forecasting, mail campaign, Marketing Communications, marketing pieces
