3 Steps to Making A Colorful Impact

Did you know that, according to CCI Inc., consumers make a subconscious judgment about people, their environment, or products within 90 seconds of viewing and that between 62% and 90% of their decision-making is based on color alone? A University of Loyola, Maryland study found that color increases brand recognition by up to 80%.

Color is power! According to the American Psychological Association, by hanging an extra “tag” of data on visual scenes, color helps people to process and store images more efficiently than black-and-white. As a result, color impresses images more deeply into people’s memories.

Consider the current trend toward retro packaging. Major brands, including Cheerios to Skippy, Doritos, and Tide, are throwing back to the 70’s, 60’s, and even the 40’s with styles and colors that are deeply familiar to consumers. By tapping into happy childhood memories, they are creating positive associations that help to sell products.

Another example of the power of color can be seen in the addition of green ketchup to the Heinz brand. According to Junk Food News, more than 10 million bottles of Heinz EZ Squirt Blastin’ Green ketchup were sold in the first seven months following its introduction. Heinz factories worked 24 hours a day, seven days a week to keep up with demand. The new green ketchup has generated the highest sales increase in the brand’s history.

So, what can you do to tap into the power of color?

  1. Make color a priority. Really put thought into your choices. Make great choices in using color to draw out the desired emotion from your target audience.
  2. Use great graphics. It’s worth spending a little extra money on artwork, photographs, and design to really make your color pop.
  3. Manage your color carefully. Work with us to manage your color all the way through the process. This starts with submitting images in the right color space (CMYK rather than RGB), using established printing standards to set color profiles, and working with us to optimize your color for our color proofing system.

These basic steps will go a long way toward taking your color from ho, hum to WOW!

 

 

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Adding Email Addresses = Better Results!

Did you know that you can greatly increase the results you get from your print marketing by adding email addresses to your marketing database? It’s true.

Clients who are willing to provide their email addresses tend to be more engaged with your company, more brand loyal, and more open to multiple marketing touches. When marketing to these people—regardless of channel—you are likely to get better results.

Having an email address also gives you the opportunity to send email teasers prior to the landing of a direct mail piece or to follow up to a direct mail campaign, nudging nonresponders into action.

How can you gather email addresses? Here are some ideas.

  • Just ask. Next time you talk to customers, ask if they are willing to provide an email address. You might be surprised how many addresses you can gather simply by asking.
  • Do a customer survey. Mailing surveys to get feedback on customers’ perceptions and experience with your company is always a good idea. When customers respond, ask them to update their contact information at the same time. That includes their email address.
  • Use incentives. Use your website to allow customers to enter to a sweepstakes or respond to a free offer. When they opt-in, ask them to provide their email address before they access the offer.
  • Add a form to your website. When people visit your site, make it easy for them to sign up for e-newsletters and other communications. Also make it easy to update their contact information, and, oh, by the way, their email address, too!

These are just some ideas. Talk to us about these and other techniques for building your email database and driving even better responses to your print marketing.