THE IMPACT OF COLOR AND WHY YOU NEED IT IN YOUR CUSTOMER DOCUMENTS

When looking to optimize and improve your customer documents, color is something you shouldn’t overlook. Color has been played an integral role in the natural progression throughout history. Televisions... Cell phones…MP3 players... Even babies are born seeing black and white with color developing as they age!

Incorporating color is a natural part of nature and a turning point when it comes to technology, and there’s a good reason for that. Studies have proven that the inclusion of color plays a pivotal role in all of our visual experiences: from the way we interpret and view marketing and advertising, to the way we engage and identify with brands, to even our memory and information retention!

COLOR IS A GAME CHANGER.

You may think that while incorporating color into your print documents would be amazing in theory, in reality it could be too costly an investment with little to no return.  This post is dedicated to exactly why color is so important for your customer documents, and where you need to be sure you’re taking advantage of it.

COLOR AND MARKETING

Color has a significant impact on your print document marketing. A study conducted by the secretariat of the Seoul International Color Expo determined that 92.6% of those surveyed stressed the importance of visuals when purchasing products, and 84.7% believe that color accounts for more than half of the various factors important to consumers when choosing which products they purchase.

Additionally, research has shown that consumers make subconscious choices about people and products within 90 seconds of contact or interaction, and between 62 and 90% of that initial assessment is based on color alone.

Given these statistics, you can imagine the impact a color banner advertisement or statement stuffer would have, as opposed to black and white, when trying to cross-sell products to your customers. Technology today allows you to easily incorporate color into your document advertisements, and marketers can and should leverage that capability to their advantage.

COLOR AND CORPORATE BRANDING

Poor corporate image is an issue facing lots of organizations today. It isn’t necessarily because people’s perception of the company is bad, but rather because people don’t have any perception of the company at all… This can happen as a result of inconsistent branding, changing customer expectations and target markets, or new executive management leading to a change in the overarching vision for the company. Whatever the cause may be, color can be a great way to counter and combat the issue.

Studies have shown that leveraging the colors in your brand’s logo and imagery can increase brand recognition by up to 80%! By incorporating color into even just the logo on your customer documents, you will help your customers to associate more positive branding with your company and, when combined with full color marketing, you can significantly increase the impact of your print documents as a whole.

COLOR AND CUSTOMER RETENTION & ENGAGEMENT

Adding color to marketing messages can increase engagement rates up to 42%. And not only that, the addition of color can actually help to improve your customers’ memory!

Studies have proven that color can help people process and store images more efficiently than black and white, so by adding color to marketing, customers are far more likely to not only read, but retain the messaging. This is important to note because as with all marketing, the ultimate goal is either awareness or conversions. Color is proven to help you reach those goals.

The results of incorporating color are demonstrated over and over throughout history, and guaranteed to increase the impact of your print communications. Stop wasting time and money on black and white messaging and graphics. Color is the future of document marketing.