Color is an important aspect of any marketing campaign, and direct mail is no different.
If you’re not currently using color in your direct mail marketing campaign, there’s no doubt about it, you’re missing out. Color is hugely important for any marketing campaign, and direct mail is no exception. At Worcester Envelope Company, we use Flex8 technology to evoke some of the clearest and truest colors available without the added cost associated with Lithography. But, before you take advantage of our incredible services, you first need to understand just how big of an impact color has on your campaign, and why it’s so important. Here are a few reasons why color matters:
Color makes your brand recognizable.
Brand recognition helps customers gain more trust in your company and your products or services. Brand recognition is so very important for any business, and there’s nothing that makes your brand more recognizable than the colors you use. In fact, color can help to increase brand recognition by more than 80 percent! Think about some of the biggest and most instantly recognizable brands, like Coca-Cola, McDonalds and Amazon. All of them have use color to their advantage. When you see the classic red and white of the Coca-Cola label, you know right away what brand it is, and that’s no mistake.
Color can be used to highlight offers and other important messages.
When you want to draw attention to certain parts of your mailers, color is a powerful tool. Just as you would use color to remember certain lines in a book or to emphasize important points in your notes, it can be used the same way in your mailers. Color can be used to draw your readers’ eyes to the most important parts of your direct mail, like calls to action, offers, key dates and other information. The use of color is also an effective way to break up the text in your mailers, increasing the likelihood that your readers will actually read the whole thing, rather than just skimming it.
Color suggests quality.
With so much competition and so many other businesses marketing themselves, today’s consumers are more discerning than ever before and don’t take kindly to low-quality marketing materials. If your mailers are overly basic — i.e. they lack color — it will make them look cheaper or lower in quality, and that will almost guarantee that your readers will throw them away without really reading them. But, when you include color, especially when you use next-level technology, like Flex8 printing, it will instantly increase the perceived quality of your mailers. And, since customers pay close attention to perceived quality when making purchase decisions, you shouldn’t take it lightly.
Color leads to conversions.
While most people won’t admit to it, color is a huge motivator in making purchases. Most people will tell you that they look at the functionality of certain products above all else when making purchase decisions, but the fact of the matter is that a staggering 85 percent of shoppers say that color is the number one reason why they purchase particular products. And, while this statistic refers to the color of the products themselves, the same principle applies to your direct mail. When your mailers are colorful and visually pleasing, they will convert better. It’s as simple as that.
Color evokes emotion.
What makes color such a powerful marketing tool? One of the biggest reasons is the emotions color can evoke. What’s even more interesting is that different colors evoke different emotions, and you can strategically use color to bring about different responses in your readers. For example, if you’re looking to get your readers to respond to an offer urgently, using a red color scheme can help. If you want to establish trust and feelings of security in your readers, blue might be your best choice.
Color matters, and if you’re not using it in your mailers, you’re missing out. Let us help you take your mailers to the next level with our custom business envelopes and Flex8 printing capabilities. Get your free product quote today! And, to learn a few tips for using color in your mailers, as well as to learn what emotions different colors evoke, stay tuned for our next couple of blogs!