Why use color on envelopes?

Color stirs emotions. It can create a mood and stop the viewer in less than three seconds. Dramatic colors get noticed and can improve response!

Tests have shown that color increases motivation and involvement with a mailpiece by 80% over black and white. It improves readership 41% and retention 225%. Color will increase the chance that the reader opens the envelope and takes action by 26%. That’s why you should consider using color on the envelope.

The most common method of using color is to print a teaser, an offer or the graphics while on press. You can also print color on the whole envelope face by using a light tint screen.

Envelopes can be special ordered in many dramatic colors. Yellow is a good choice if the address will be imaged on the envelope. The barcode will pass postal scanning requirements against a yellow background. For darker colors it is wise to have the envelope tested with a USPS business mail analyst or use a window envelope.

Color inkjetting offers the advantage of personalizing and versioning messages to each individual in the database. The eye flow pattern by a recipient of a sealed envelope is first to their name and address, then to teaser copy and then to the return address. Imagine the impact if they see their name and a personalized teaser message in color. Did you see how it was used on the address panel of this newsletter?

Choosing a color that fits the audience, the product or your company brand is important too! Here are emotions and images that colors can deliver.

• Reds – stable, active, grounded, spontaneous, spicy, energetic, outgoing.
• Yellows – organized, radiant, efficient, fresh, cheery.
• Greens – life, money, generous, openness, new, health.
• Blues – clear, clean, honest, integrity, trustworthy.
• Purples – motivating, understanding, power, dignity.
• Oranges – enthusiasm, vitality, tolerance, energy, warmth, stimulating.

Remember, any change in the use of color should be tested against your control package. That’s the only way you’ll know for sure if it’s working for you.

For a free sample of color inkjetting and 10 tips for color, call A.M. Mailing at 608-884-3452 or e-mail info@ammailing.com.