The impact of colour should not be overlooked - independent research provides very interesting insight in terms of the way different demographic groups receive and respond to colour; in a recent survey 1, for example, green revealed itself as the most persuasive colour.
53% of respondents indicated agreement with a series of statements presented to them in green text, compared to 39% agreement for the same statements presented in black.
The research was based on a series of 'neutral statements' published in different colour fonts to separate sets of respondents who indicated their level of agreement.
It also revealed a correlation between generating strong agreement (or disagreement!) and colour, with questionnaires in a red font generating three times as many extreme responses as black across the entire EMEA sample.
The findings are indicative of the effect colour can exert on the decision-making process and how these impacts can differ with respect to geography, context and demographics.
Colour can increase the level of attention afforded to printed materials for instance - Readership of colour advertisements is 42% higher than for monochrome counterparts - and this research highlights the importance and potential of tailoring the use of colour for each target audience.
A great example of this is a small business we know of which started printing invoices in colour, including red ink for the debt owed - and then saw turn-around times for payment decrease overnight! Such a simple step, but customers do not like seeing their balance being in the red and settle quickly.
Used effectively, colour printing and can be a strong weapon within an SMBs marketing arsenal, with inkjet technology able to deliver near-professional quality marketing materials in-house, negating the need to outsource this, and avoiding the costs involved. Professional quality materials have a massive impact on recipients, and can really shift the perception of your business.
Colour printing should no longer be perceived as an expensive luxury, but as a reliable, professional, high-impact business tool that justifies the investment.
1. Based on research undertaken amongst 2,000 working professionals aged between 16-55 across the UK, France, Germany, Italy, Spain, the Netherlands, Sweden, South Africa and Russia by the independent Web research company, ToLuna. The research was carried out between 6 and 10 April '09.Spain, the Netherlands, Sweden, South Africa and Russia by the independent Web research company, ToLuna. The research was carried out between 6 and 10 April '09.