Choose Your Marketing Color Scheme with Emotion in Mind

Studies show that people react almost instantly to color. Bright reds and oranges inspire energy. Green rooms spark creativity, while blue and white have a calming effect. Did you choose your color scheme with emotion in mind? Are your direct mail marketing materials, logo, website, emails and other marketing materials making the emotional impact you want them to make? Or are you turning your customers off instead of turning them on to your business?

Check the chart below to find out!

The Emotion of Color

Blue is associated with the sea, the sky and longevity. It communicates trust and loyalty, as well as stability. It also symbolizes intellect and faith and is primarily associated with masculine endeavors. (Hence the reason people buy blue instead of pink when a baby boy is born!) Blue is perfect when you’re advertising expertise and professional service; however, as it’s been shown to suppress appetite restaurant owners might want to think twice before making it a major player in their advertising campaign!

Red is associated with energy and power and, because it’s the color of blood, with life itself. It has high visibility and is a strong symbol of leadership; however, when used excessively it can convey the mental image of a child bouncing around his room who has had one too many candy bars that day! Red is a fabulous backdrop, making it the perfect choice when you want your text to stand out and make an impact.

Black is the color of death, of elegance, and of mystery. Black conveys sophistication and prestige (i.e. a black tie affair, a black

What are your colors saying about you?

limousine) and is often brought forth as a show of power, as with a black suit. When blended with red, black can make quite an impact; however, if you’re not careful a black background can draw attention away from your text and make your message difficult to read.

Yellow is sunny, bright and cheerful, and is usually associated with happiness, good cheer and comfort. It’s also used to invoke energy and intellect, and when used excessively can be quite over stimulating. Yellow is great for promoting children’s products, leisure products and highlighting key points of other products on the market one wants associated with a bright, cheerful appeal.

Purple fluidly combines the energy of red and the stability of blue, hence the reason it’s often associated with royalty. Purple conveys an aura of wealth, extravagance and luxury, as well as creativity, and in studies was preferred by 75% of all teenage consumers. It’s also popular to promote products for women and children, as a light lavender is considered to be an extremely feminine shade.

Green is strongly associated with both nature and safety, and it’s often considered to be a symbol of growth. It’s restful and healing, making it a great choice for the medical industry, but in various shades can also be associated with ecology, money and prosperity.

What do your colors say about you? Tell us below!

Direct Mail Marketing: How Variable Digital Printing Separates the Wheat from the Chaff

Here’s a statistic for you. According to the Oberlin College Resource Conservation Team, the average amount of junk mail (read: Direct Mail Marketing Materials) Americans receive in a single day could, if recycled, produce enough energy to heat 250,000 homes. For how long? Don’t know. Doesn’t matter. The point is, when you send out your direct mail marketing materials you’re one of thousands  of advertisers targeting the same (relatively) small group of customers.

The single biggest challenge facing any direct mail marketing campaign is how to get your customers to actually look at what you’re sending them before they throw it away. It’s almost a reflex-if it looks like an advertisement, it goes into the trash. Variable digital printing separates mediocre materials that are a complete waste of your marketing budget from the power players that drive huge amounts of business to your door every single day.

The only way to sell to today’s savvy consumer is to make them believe you’re marketing directly to them-not to them and the thousands of other customers out there that they could be marketing to! Through the careful use of variable digital printing you can customize your marketing materials to incorporate their business, personal and professional interests and any particular areas that may pertain to one client but be completely irrelevant to another.

Today’s customer has no desire to do business with a nameless, faceless corporate entity with no perceived interest in their personal or professional needs. There are enough companies out there that are happy to give them the one-on-one attention they deserve that they don’t need to waste their time with anyone else. You want to be the company they want to do business with, and you can make that happen through the marriage of variable digital printing and your direct mail marketing campaign.

What is Variable Printing?

What’s the hottest word in digital printing today? Variable. As in, variable printing, or variable digital printing. Variable printing has more aliases than most professional gangsters, but it all boils down to the same basic concept: Customized products designed to maximize the appeal of your company.

Defining Variable Printing

“A form of on-demand printing in which elements such as text, graphics and images may be changed from one printed piece to the next without stopping or slowing down the printing process and using information from a database or external file.” (Wikipedia Definition of Variable Data Printing)

What’s in your mail? The credit card offers you get in the mail every day are a great example of variable printing. Why? Because nine times out of ten you’re going to see your name at the top.

Now, when you see a letter pop up in the mail with “Dear Friend” at the top, how long do you wait before you throw it away? One sentence? Two? Or do you shoot on sight? Tune in next time for the why’s and the how’s. For now, let’s just say variable printing acts as a rocket booster for your marketing campaign.

Types of Variable Printing

There are four different types of variable printing orders professional print shops tend to see come across their desks:

1)      Full variable printing, when every part of the page can be customized to your clientele.

2)      Selectable variable printing, where certain parts of the page remain static and unchangeable and others can be adapted to your purposes. You often see this in form letters, allowing certain parts of the form to be filled with information particular to your client.

3)      Personalization, when the product is static (for example, a direct mail marketing postcard) but can be personalized with your customer’s name or the name of your organization.

4)      On-Demand short run printing, when pre-defined prints are created in short runs. Commonly used for presentations, folders, binders, etc. with an organization’s insignia.

Variable printing bridges the gap between you and your customers and eliminates the anonymity and “cookie cutter” personality of most mass marketing materials. What can variable printing do for your business?