More Reasons to Love Color

We all know the value of color images in your marketing mix, but what about the messaging? Study after study shows that when messages are in color, they have a powerful impact on your bottom line. Among the benefits:

  • Helping readers find information more easily (great for insurance policies, contracts, and other lengthy documents)
  • Reducing errors (highlight instructions or account information so people get it right the first time)
  • Slashing payment time (highlight the amount owed and the due date and watch your invoices get paid faster)
  • Increasing the ability of readers to understand and retain information (great for sales presentations)
  • Increased recall of the marketing message (great for everything)

Next time you want to draw your readers’ attention to a specific area of text, consider using color. Make phone numbers or payment information stand out. Highlight discounts in brightly colored starbursts. Use arrows or colored bullets to focus attention on key points in brochures.

Take the example of the State of California Franchise Tax Board (FTB). The FTB used to send out plain tax notices, but the documents were confusing and the FTB consistently experienced slow payments and high volumes to its call centers. So it added highlight color and personalized messaging. Key information was displayed in blue, guiding taxpayers through the document and providing specific instructions. The result? Faster payments and fewer mistakes. This translated into millions in additional interest income and, at an average cost of $15 per call to the call center, significant savings from reduced call volume.

Color matters—not just in your graphics, but in your messaging. Let us help you use color to make you money and save you money, too!

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Don’t Overlook These Benefits of Color

When we think about color in print marketing and direct mail, we think about stunning images and eye-catching graphics. But what about color in the messaging itself? Here are some highly effective and often overlooked ways that color can be used, not just in your images, but in your messaging, too.

Study after study shows that, when messages and images are in color, it increases recall dramatically. Color increases recall in the 80% range, and people are about 40% more likely to select or read materials when they are in color.

Here are some additional benefits of color:

  • It helps readers find information more easily. This is great for insurance policies, contracts, and other lengthy documents.
  • Color reduces errors. Highlighting instructions or account information draws attention to critical information and helps people get it right the first time.
  • Color slashes payment time. Try highlighting the amount owed and the due date with color and watch your invoices get paid faster!
  • It increases the ability of readers to understand and retain information. Try adding colored text and backgrounds to your next sales presentation.

When people think about color, they think about images. But increasingly, marketers are considering the value of color in their text and other messaging areas, as well. Make phone numbers or payment information stand out in a letter. Highlight discounts in a brightly colored starburst. Use arrows or colored bullets to focus attention on key points in a brochure.

Color matters, and not just in your graphics. Ask us to suggest places you can be using color to further impact the effectiveness of your direct mail efforts.