Use Color and Typography to Boost Response to Your Campaign
I was lucky enough to learn about the relationship between color and response through my own testing, and from reading and viewing the research of two internationally recognized experts in the fields of design, color, typography and response: Colin Wheildon, author of "Type & Layout" and Dr. Siegfried Vogele, author of "Handbook of Direct Mail."
Both conducted extensive studies with live subjects, and their work revealed consistent evidence that color is a much more important factor than simply 'I like blue' or 'our brand colors are green and orange.'
For the Best Bottom Line, Contrast is King
These preceding examples are proof that contrast is an essential part of getting people to pay attention to, and actually read, your messaging.
So how do we judge what colors impede response, and which ones help it along?
The most important key to effective color work is found in understanding and identifying contrast. This is described as the value of a color: It's how dark or light a color is.
In the black-and-white world, it's easier to identify value:
0 = white
9 = black
But also consider that every color has a value, too. The human eye is 1500x more sensitive to value than it is to color. This fact means that when you have something that is colorful, versus something that has a plenty of contrast, people will look at the high-contrast one first, regardless of whether they're big fans of color or not.
It's human physiology, the rods and cones of the eye at work, sending signals to the brain. To see more about how the eye works with color visit bit.ly/coloreyeworks. Those of you who have kids may have seen one of the typical toys given to tiny babies — they're black and white patterned blocks or shapes. The child's just-developing vision responds quickly to that contrast!