When it comes to using color, many people tend to think exclusively in terms of images. However, marketers increasingly recognize the value of color in text and other messaging areas. For instance, color can highlight phone numbers, payment information, discounts, and critical points in marketing materials that make them more impactful and actionable. Let’s look at five practical ways to add color to your text and messaging areas to improve your marketing.
1. Improved Recall
Studies have consistently shown that using color in messaging and images can significantly increase recall. One study found that people are 40% more likely to read and select materials that are presented in color. Another found that using color increases recall rates by up to 80%. Use color in your sales letters to highlight important details you don’t want readers to miss.
2. Greater comprehension
Using colored text and backgrounds can increase readers' understanding and retention of information. Add colorful images, graphics, and charts to your next sales presentation.
3. Ease of Locating Key Information
Using color can help readers locate information more easily. This is particularly useful in lengthy documents like insurance policies and contracts.
4. Reduces Errors
Highlighting important information, such as instructions or account details, reduces errors and helps readers get things right the first time.
5. Reduces payment time
Because using color helps readers better understand their statements and invoices, this can lead to faster payments and better cash flow for you. Try highlighting the amount owed and the due date with color, and watch your invoices get paid faster!
Ultimately, color is a critical aspect of marketing materials that are beautiful and highly practical. But don’t just throw color around anywhere. It should be utilized strategically to maximize its effectiveness. If you're unsure where to start, ask for suggestions on incorporating color into your direct mail efforts.
April 13, 2023