Because the human brain is so complex, it is hard to determine the exact effect of colors to their behaviors and motivations but marketing companies have done research to come up with a general guideline of color forecasting for marketers who use color in the marketing communication pieces.
- Blue-based reds (raspberry reds) are mostly associated with more expensive products. If you’re trying to downplay an expensive product, stick to yellow-based reds, like the color of tomatoes.
- Orange is used to convey affordability.
- Yellow creates high contrast when combined with dark colors. It will be the first thing the eyes see so font will become more powerful and easier to read.
- Green is used to convey the idea of ‘hope’ or ‘possibility’
- Blue is the best color for financial institutions or medical facilities because it conveys confidence and safety.
- Purple is typically used to sell perfumes or high fashion, although it has become increasingly popular. Not a great color for direct mail.
- Black conveys a sense of mystery, power and promise. You can further increase the perception of power by adding custom effects like sheen or matte.
- White conveys sophistication and formality. It can also be used for high end, high priced items.
Remember this is not an exact science but it can help to get your
direct mail noticed and increase the response rate of your campaign. For project inquiries or quotes,
contact us or call us today at 617-924-4091.