Full-color printing and its ability to increase overall response and recall has long been the focus of industry discussion. But as technology has evolved, so has the conversation to variable color printing. Debora Haskel’s comparison between the science of personalization and the art of relevance got me thinking: While both strategies are crucial to the effectiveness of direct mail, it can be argued that the use of color touches both personalization and relevance.
We’ve invested heavily in the latest high-volume, full-color printing technology. And for good reason. When used with a personalized, relevant call to action and engaging design, full-color variable printing is sure to deliver an improved ROI.
Consider these facts and insights from Xerox, who carefully considered broad industry research to evaluate the effectiveness of color in direct mail design:
- Color documents are up to 80% more likely to be read
- Color increases comprehension by up to 73%
- Information is located 70% faster when it’s in color
- Information highlighted in color is 39% more likely to be remembered
- Color improves brand recognition by up to 80%
While it’s one thing for a recipient to acknowledge, read, comprehend and remember a particular offer, our goal as marketers is for that same recipient to respond. Full-color variable printing has a significant effect with response. Successful direct mail is like a good recipe – it has a number of ingredients, all of which work toward increasing overall response. Color is an important ingredient.
InfoTrends published Six Good Reasons to Invest in Digital Color Printing in 2010, and we believe it’s instructional as to the impact of full-color digital printing. Not only does the report suggest a decline in four-color offset work while digital volumes continue to rise, it claims run lengths are getting shorter and marketers are taking advantage of service providers who offer cross-channel services – just two reasons to believe full-color digital printing is here to stay.
The impact of color in direct mail design is undeniable. But the perfect combination of color, personalization and relevancy is what will leave you tickled pink with the results of your next campaign.
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