Importance of color for direct mailers
Direct mail marketing is integral for small-business success. It is a great way to reach potential customers, and with address verification software companies can ensure the right materials are being sent to their consumer database. Without a promotional mailing strategy, organizations can lose out on new segmented business leads. However, not all companies can successfully create direct mailers that reach their targeted audience. Coming up with marketing and branding graphics takes some time and research, but is well worth the effort.
Determining the best color
The right color scheme plays a big part in advertising the company's specific brand. Marketers use a lot of statistics and customer insights to determine what colors will be appropriate for certain campaigns. While Pantone, a leading authority on color, stated the official color of the year as emerald, a lot of thought goes into deciding the graphics and color tone for an entire online ad or mailer. For example, they may learn that teenagers respond to red the best while college students prefer soothing tones, such as light blue and green. Regardless of the demographics, a lot of thought goes into choosing color schemes for print and online marketing campaigns.
Why should marketers care about color and tones? According to Fast Company Magazine, 90 percent of a consumer's choice in trying a particular product is made by the color on the packaging.
Customers remember companies by the way they present their signage because it is the first thing they see on their store, appears on direct mailers, in online ads and on shopping bags. A unified logo with eye pleasing esthetics is worth the effort of creating a full force company identity. Great marketing and graphic design efforts will signify consumers ability to recognize brands based on color or logo alone.
A direct mailing effort highlighted by Direct Marketing IQ notes that orange was once substituted for blue as the logo color for a nonprofit organization but has gone on to take over the background color of mailers and other promotional copy for the business. . The color now represents the company with their T-shirts, totes bags and leashes. It also is the background color for their customized Twitter page. The article noted the constantly appearance of orange within several marketing efforts, including direct mailers, creates a sense of unity for the company's target audience. Consumers have a sense of comfort and stability instilled with the nonprofit organization.