Direct Mail Design: Color
Designing for direct mail can be broken up into three segments: layout, color/images and copy. Since these can all be real challenges, we will take on each section in depth in separate posts to give you a better understanding and some ideas, as well as tips to get you started on the path to a great direct mail piece.
Section 2: Color
Color, imagery and texture can greatly enhance the mail piece experience. Sometimes picking colors and images can be a challenge as well. How do you know what colors to choose? How should you pick the right images?
Here are eight colors and some of the meanings behind them:
- Red: Commands attention, alerts us, creates sense of urgency, risk, danger and aggressiveness.
- Yellow: Sunshine hue, spiritual color, represents warning, happiness, warmth, bright shades can be irritable to the eye in large quantities, often used to highlight or draw attention.
- Green: Money, nature, environmental concerns, freedom, healing and tranquility, is calming, refreshing, easy on the eyes.
- Blue: Suggests fiscal responsibility, inspires confidence, darker shades are authoritative, dark and bright shades represent trust, security, dignity, paler shades imply freshness and cleanliness.
- Orange: Warmth, instills sense of fun and excitement, implies health, cheer, makes product seem more affordable.
- White: Associated with innocence, purity, peace and contentment, considered clean and sterile, cool and refreshing, can have a calming, stabilizing influence.
- Black: Ultimate power color, suggests strength, authority, boldness, seriousness, stability and elegance, distinguished and classic, too much can be ominous.
- Brown: Associated with nature and the earth, associated with warmth and coziness, suggests richness, politeness, helpfulness and effectiveness, solid, credible.
Now that you have a basic idea of what the colors can mean, sit down and decide which colors and combinations are going to add impact to your layout. We discussed the layout in section one, feel free to review that again by clicking here.
A blog about Direct Mail Marketing, tips, tricks and what not to do.Summer Gould is President of Eye/Comm Inc. Summer has spent her 27 year career helping clients achieve better marketing results. She has served as a panel speaker for the Association of Marketing Service Providers conferences. She is active in several industry organizations and she is a board member for Printing Industries Association San Diego, as well as a board member for Mailing Systems Management Association of San Diego. You can find her at Eye/Comm Inc’s website: eyecomm.org, email: firstname.lastname@example.org, on LinkedIn, or on Twitter @sumgould.