If you are like many people then you may think that the best colors for direct mail are the ones that are your favorite but this is not the case. Various shades cause specific emotions and psychological responses in consumers, and some have favorable associations while others are associated with more negative emotions and psychological states.
Color also has the unique ability to attract specific types of shoppers and change shopping behavior.
Source: Kissmetrics
Color selection is an important part of the direct mail design process, and the choices that you make in this category can either send your mailers to new heights or shoot these pieces down on arrival. In order to make the best possible choices when it comes to color you need to understand how consumers respond to certain colors. This will help you get better campaign results.
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Research on the Best Colors for Direct Mail
There have been a number of research studies on color psychology. These studies have shown that color perception is close to universal, and that a specific color usually causes the same psychological response in consumers regardless of geographical location.
Color is ubiquitous and is a source of information. People make up their minds within 90 seconds of their initial interactions with either people or products.
Source: Impact of Color on Marketing
Inquire about has appeared that in the event that you need to communicate excitement then dark blue isn’t the most excellent color to select since this shade is related with pity or sadness with numerous shoppers. Before you can choose the best shades to use with your direct mail you must know what your goals and campaign objectives are.
“A light blue is not associated with a poor mood, but a dark blue is,” Whorwell said. “The shade of color is more important than the color itself.”
Source: Peter Whorwell of University Hospital South Manchester told LiveScience
Colors Produce Psychological and Emotional Responses
The best colors for direct mail are ones that cause a positive psychological or emotional response. You want to create joy, excitement, anticipation, and other positive emotional and psychological states so that the consumer is more likely to view your business and products or service in a favorable light.
What do Different Colors Mean to Consumers?
If you are looking for the best colors for direct mail then consider the following colors and associations:
- Blue – A medium shade of blue can create a sense of trust in consumers, and it tends to have a calming effect.
- Dark Blue – This color may be seen as serious or depressing, and it could cause some consumers to avoid your business as a result.
- Baby Blue – For a lot of consumers baby blue is associated with weakness or lack of inner strength. Many marketers avoid this color completely.
- Black – Black can be seen as positive or negative. It can be associated with death, but also elegance and sophistication. For some this shade also represents power.
- Brown – Brown represents simplicity, nature, and even drabness to some consumers.
- Gray – This is not a good color for most direct mail. Many consumers see gray as a color that is indifferent, neutral, or reserved.
- Green – This is one of the best colors for direct mail that involves money and financial success. Green may also represent freshness, healing, and nature.
- Red – Red typically signifies danger, excitement, risk, and passion. Many experts recommend red for food marketing.
- Orange – There are positive associations with orange, and it can be seen as happy or cheerful. Ironically, most Americans rate this color as their least favorite.
- Silver – Silver is one of the precious metals, but this color can be associated with coldness or being overly scientific as well as signifying prestige and power.
- Gold – This color is one that is often associated with wealth, privilege, prestige, and a high-end expensive lifestyle.
- Yellow – Yellow is a bright color that is usually associated with happiness, sunshine, and warmth.
- Pink – The color pink represents femininity, innocence, and nurturing.
- Purple – Most people associate purple with royalty and those who are regal in some way. This is also a color that represents luxury and material wealth.
- White – This is one of the best colors for direct mail if you want your company to be associated with simplicity, innocence, purity, or a sense of cleanliness.
Should you Use Font Colors?
On top of selecting the best colors for direct mail, you also need to think about using colors with your font. Remember that visibility plays a crucial role in the response that you get. If your design involves anything but black text on white background, the reader may have difficulty reading the message, costing you sales as a result. Consider font colors very carefully before you use them.
Choose your colors for direct mail carefully. Consider your target market demographics and go from there. Think about your product or service and the corporate image you want to portray.
If you are at a loss as to what colors to use, contact us at Contact@eddm2go.com. We’ll be happy to work with you to find the best colors for direct mail.
