Think color can't
make a difference?
Consider the phenomenal success Heinz E-Z Squirt Blastin’ Green Ketchup has had in the supermarket. More than 10 million bottles were sold in the first seven months following its introduction with factories working 24 hours a day, seven days a week to keep up with demand.

Why Not Colorize!
Studies have repeatedly shown that full color printed materials are more “influential” and promote higher response rates, whether used for sales, marketing, or educational purposes. Adding color will cost more, but it serves a useful purpose. Here are a few good reasons to add color to your company’s printed documents and marketing materials:
Why Color Matters
  • 1.) Color increases memory.
    If a picture is worth a thousand words, a picture with natural colors may be worth a million words, memory-wise. Psychologists have documented that “living color” does more to appeal to the senses. It also boosts memory for scenes in the natural world by hanging an extra “tag” on the data on visual scenes, color helps us to process and store images more effectively than colorless (black and white) scenes, and as a result, to remember them better, too.
    Source: The Journal of Experimental Psychology: Learning, Memory, and Cognition, American Psychological Association (APA) May 2002 issue
  • 2.) Color increases brand recognition up to 80%.
    Source: University of Loyola, Maryland study
  • 3.) Ads in color are read 42% more often than ads in black and white.
    Source: Color for Impact, Jan V. White, Strathmore Press, 1997
  • 4.) Color improves …
    … Learning from 55 to 78 percent
    (Source: Modern Office Technology, July 1989, pp. 98-102)
    … Readership by 40 percent
    (Source: Marketing Communications, David Embry, October 1984)
    … Comprehension by 73 percent
    (Source: Successful Meetings, The Power of Color, Virginia Johnson, June 1992, pp. 87-90)
  • 5.) Just think about this:
    The Color Marketing Group (CMG) www.colormarketing.org, is a not-for-profit association of over 1100 color designers that are involved in the use of color as it applies to the profitable marketing of goods and services. CMG provides a forum for the exchange of non-competitive information on all phases of color marketing; trends and combinations; design influences; and marketing and sales. CMG members are highly qualified color designers who interpret, create, forecast, and select colors in order to enhance function, salability, and/or quality of a product.
  • Question: Do you think it is possible that your organization may have overlooked the value of color in its printed documents?
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