When your potential customers are sifting through their mail, they may be dealing with a hefty stack. This is why it’s important that you make your direct mail materials stand out. About 39% of customers report trying a business for the first time because of their direct-mail marketing, so what can you do to appeal to this group?
The answer may be more simple than you think:
Choose the right color.
Color can evoke emotion and thoughts, unlike most other features. So, if your direct mail color scheme is visually appealing and ties to your brand, you can up your chances of turning a mail recipient into a client. Follow these tips for taking your colors to the next level before sending your materials to digital printing services.
- Start With Your Brand: Some brands can be recognized from color alone, so this is a good place to begin. If you have distinct branding colors, incorporate these into your direct mail. Then the colors will evoke the same feelings as your logo and other marketing materials.
- Learn Color Psychology: Different colors evoke different emotions. For example, yellow indicates youth and vitality, while blue evokes a sense of calm. Decide what you want your recipients to think and feel, and craft your colors around that.
- Don’t Forget Typography: Your font type and color should be working together to deliver a message. If possible, select a custom font with a simple color. This will keep your materials looking clean, branded, and professional.
- Use The Color Wheel: Remember to choose colors that actually go well together. Complimentary colors, or colors that are opposite on the wheel, are good combinations. Another option is to select similar shades that are next to each other on the wheel. For example, choosing a combination of purples and blues balanced with white.
- Choose Backgrounds Carefully: The same text color may look different on various background colors, so be sure to try out different options. Make sure that the background-text combination is easy on the eyes and makes the text completely readable. Brighter is not always better.
Direct mail printing services may have more specific advice on incorporating color into your marketing materials. Your business may also consider sending out multiple versions of the same ad and seeing which gets a better response. Keep careful track of this data and adjust accordingly.