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The Impact of Color in Communications

In today’s market, making a good first impression is everything. With information overload at every turn, people will now only glance at a website, mail piece, or video before making a decision about whether it’s worth their time. Marketers are seeking strategies to create better marketing pieces with strong visual appeal that prompt consumers to engage or take action. For many marketers, this means turning to color and personalization.

Adding color to printed transactional and promotional communications can highlight important information, make advertised products more attractive, and improve response rates. While the added value that color printing delivers compared to black & white is often difficult to quantify, recent research makes a compelling case for the power of color.

According to a new InfoTrends survey—Customer Engagement Technologies: State of the Market—businesses that invest in printed communications consider color to be a vital component of their print communications. About 61% of firms reported that color was very important for transactional documents, while 63% indicated the same for printed promotional materials. These companies reported that using color in their printed materials generated a higher ROI, strengthened brand image, and made documents easier to read and review. Many also noted that since their competitors print in color, they must do the same simply to remain relevant.

According to this same research, color was most effective on individuals between the ages of 25 and 34 (59% reported a moderate or major effect) and least effective on those between the ages of 50 and 65 (39%). Reviewing the survey results by key demographic segments uncovered the following insights:

  • As household income rises, so does the likelihood that the consumer will open a direct mail piece that includes color printing on the envelope.
  • Those with the highest level of education were the most likely to open direct mail with color on the envelope.
  • Gender and parental status did not have a marked impact on the effectiveness of color on the envelope of a direct mail piece.

Furthermore, research from various sources suggests that color can have a psychological impact on the human brain:

  • 92.6% of people say that the visual dimension is the #1 influencing sense that affects their purchasing decision (over taste, smell, etc.).
  • People make a subconscious judgment about a product within 90 seconds of initially viewing it. Up to 90% of this assessment is based on color alone.
  • Magazine readers recognize full-color ads 26% more often than black & white ads.

It’s no wonder that so many of today’s marketers are adding more color to their communications.

Although the use of color in customer communications is not a new phenomenon, technologies are always changing. Tukaiz generates affordable and high-quality color printing using the latest printing advancements. These investments have changed the dynamics of producing full-color promotional and transaction documents that are personalized at any run length.

As you seek techniques to improve customer loyalty and grow your business with more engaging and dynamic communications, you can trust Tukaiz to help you get noticed!