Colours evoke feelings and emotions within us.
Did you know that 93% of buyers focus on the visual appearance of your direct mail pieces and they base a big chunk of their decisions on it? Choosing the right design, message, call to action and colour can make a big difference in your response rate.
Although the meaning of colours can change from culture to culture, they can be used to help you to communicate your message subtly.
Colour is the first thing people notice, without even realizing it. This is why in direct mail, we want to use the right set of colours to drive response. So how can you use colours to increase your direct mail response rates?
Colours and Feelings
Red: This colour conveys messages that are exciting, passionate, dangerous, energetic, or action-oriented.
Blue: This colour shows feelings of harmony, peace, stability, calm, and trust.
Green: This is colour gives off feelings such as growth, generosity, fertility, and health.
Yellow: The colour of happiness, positivity, optimism, and fun.
Pink: This colour gives feelings of femininity, playfulness, immaturity, and unconditional love.
Orange: This colour shows creativity, adventure, success, and enthusiasm.
White: invokes emotions such as innocence, goodness, humility, and cleanliness.
Purple: makes us feel the power, nobility, luxury, spirituality, and wisdom.
Black: This gives the feeling of mystery, sophistication, and elegance.
Gray: despite not being a common choice, this colour represents neutrality and balance.
Do your current mail pieces convey the feelings you intended? Brighter colours are more energetic and can invoke a quicker response.
White space or negative space is the space between the layouts, lines of paragraphs, between paragraphs, between different design elements and so on. It can be of any colour, texture, patterns or even a background image.
Using white space makes the content in the design easily scannable and significantly facilitates reading.
It also helps in guiding your audience through the page and prioritising the focus area for them, telling the reader what is the main message or element.
White space also brings the benefit of helping our eyes take rest, letting us breathe and not get overwhelmed with information.
According to colour theory, harmonious colour combinations use any two colours opposite each other on the colour wheel.
Or any three colours equally spaced around the colour wheel forming a triangle.
Or any four colours forming a rectangle.
The harmonious colour combinations are called colour schemes.
The colour wheel has another separation: warm and cool. Each has its purpose to convey emotions. Warm colours exhibit energy and joy, while cool colours convey calmness and peace.
How to combine them
Complementary colours: any two colours opposite each other on the wheel. For example, blue and orange, or red and green.
These create a high contrast, so it’s better to use them when you want something to stand out. Ideally, use one colour as the background and the other as accents.
Split complementary: Take one colour and match it with the two colours adjacent to its complementary colour. For example, blue, yellow-orange and red-orange.
Analogous colours are any three colours next to each other on the wheel. For example, orange, yellow-orange, and yellow.
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