So you have your list and know you are sending to the right people, you have a good offer, now how do you get them to respond? Direct mail is very visual; you need to capitalize on that. Color and imagery can greatly enhance the experience. The use of color in branding is common, but it should also apply to your direct mail marketing. Make sure you choose them carefully!
Here are some common associations for each of the following colors:
- Red: stimulates appetite, commands attention, alerts us, creates sense of urgency, considered sexiest, symbolizes heat, fire, blood, love, warmth, power, excitement, energy, strength, passion, vitality, risk, danger and aggressiveness, associated with debt
- Orange: associated with vibrancy, tropics, warmth, contentment, instills sense of fun and excitement, implies health, suggests pleasure, cheer, endurance, generosity and ambition, makes product seem more affordable, appeals to a wide range of people, both male and female
- Yellow: sunshine hue, spiritual color, represents warning, happiness, warmth, creamy and warm shades most preferred, bright shades can be irritable to the eye in large quantities, speeds metabolism, often used to highlight or draw attention
- Green: money, nature, olive shades with health and freshness, environmental concerns, suggests fertility, freedom, healing and tranquility, represents jealousy, businesses use to communicate status and wealth, is calming, refreshing, easy on the eyes
- Blue: favorite color of businesses, suggests sanctuary and fiscal responsibility, inspires confidence, most popular and second most powerful color, darker shades are authoritative, dark and bright shades represent trust, security, faithfulness and dignity, paler shades imply freshness and cleanliness, although they can imply weakness
- Purple: represents royalty and luxury, darker shades wealthy, suggests spirituality and sophistication, paler shades, such as lavender, feminine and romantic
- Pink: very feminine, represents gentleness, romance, well-being and innocence
- White: associated with innocence, purity, peace and contentment, considered clean and sterile, cool and refreshing, can have a calming, stabilizing influence
- Black: ultimate power color, suggests strength, potency, authority, boldness, seriousness, stability and elegance, distinguished and classic, great for creating drama, more weight than other colors, too much can be ominous
- Gold: suggests wealth, considered very classy
- Gray or Silver: associated with conservative qualities and considered traditional, business-wise symbolizes high-tech and suggests authority, practicality, earnestness and creativity
- Brown: associated with nature and the earth, dark shades represent wood or leather, associated with warmth and coziness, suggests richness, politeness, helpfulness and effectiveness, solid, credible, mature and reliable, light shades imply genuineness
Not sure what colors work best? Test them. Split your list and use one set of colors for each split. Then afterwards you can analyze what colors worked best and with whom. Also, don’t forget word choice. Click here to read all about the words you should be using to get the best response. As you can see, there are many ways to look at colors. Keep these in mind when designing your campaigns and have fun with it!
If you have any questions please call us in San Digeo at 619-448-6111 or email firstname.lastname@example.org. We are glad to help!