Colors To Use In Mailing
Do certain colors really draw our eye to it? I had a meat company as a customer and he was putting coupons for discounts for his product in the meat counter a local grocery stores. He printed them on brown paper and was not getting good results. I suggested that he print the coupons on a bright pink. Afterwards, he reported that more people were using the coupons. Some colors just naturally draw our eye, have you ever noticed the day glo green or orange that the transportation workers wear when working on the highways. The same is true in direct mail. According to Deliver Magazine here are some of the things associated with colors;
- Blue-based reds (raspberry) - associated with more expensive products.
- Yellow-based reds (tomato red) is imagined as less expensive. Could be used if you want to downplay a high price.
- Orange - affordability
- Yellow - is the first color the eye sees, and when used with dark colors for high contrast (use yellow back ground with black type as yellow type is very hard to read) it becomes more powerful and easy to read.
- Green - conveys possibility and hope.
- Blue - conveys confidence and safety, making it a great choice for financial and medical institution mailers.
- Purple – a hot color right now but not particularly for direct mail.
- Black - conveys power, promise and the ability for high contrasts.
- White - implies sophistication and formality.
Hope this helps with your next mailing. I advise to keep your mailing clean and simple, do not try to write a book on a post card. If your direct mail copy is too busy, they will simply not read it. You want to get your message across and hopefully get the recipient to contact you. You can give them details and more information at that point.
