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How Color Makes Business Sense

What is it about color that makes business communications more powerful than black and white? Recent studies have shown that using colors and graphics in sales and marketing resources can significantly boost the impact on customers. Check out these numbers and see for yourself.

  • It only takes readers 2.5 seconds to decide whether they want to read or toss out a pamphlet or direct mail piece.
  • Reader attention span increases by up to 82% when colors are used.
  • Color improvements readership by 80%.
  • People are 55% more likely to pick up a piece of mail if it’s full color.
  • Color reduces search time by as much as 80%.
  • Information highlighted in color can be located 70 % quicker.
  • Color increases understanding by up to 73%.
  • Color improves brand recognition by as much as 80%.

Not only does color capture attention, but it also increases readers’ attention spans and recall. Color also increases the ease with which documents can be identified, sorted and filed. This reduces the number of people and hours required to complete arduous office tasks. Using color to emphasize critical internal and external correspondence; and of course, marketing material conveys a sense of professionalism. First impressions, after all, are lasting.

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