Colour by Numbers
1/30/2014
Intuitively, adding colour to visual material would seem to be the right thing to do to ensure effective communication. But when it comes to the added cost associated with colour, the unanswered question is, “Is colour and the implied professionalism worth the extra cost?” You can draw your own conclusion but here is some empirical evidence* on the impact of adding colour to virtually anything that is printed.
Capture Attention with Colour
attention span and recall improve by |
85% |
|---|---|
| readership of product guides and catalogues increases by | 80% |
| makes an impression more memorable by | 39% |
Improve Communication with Colour
boosts survey participation by |
80% |
|---|---|
| increases response among employees on memos, correspondence and posted notices by | 80% |
| improves learning and retention by technical and service staff by | 78% |
| increases potential customers’ comprehension of presentations by | 73% |
Enhance Productivity with Colour
highlighting important information and instructions reduces errors by |
80% |
|---|---|
| makes documents easier to read and improves search times by | 39% |
| highlighting the due date can increase payment response by up to | 30% |
Based on the above numbers, it would seem that the well designed black and white document, direct mail piece, catalogue or form will perform better if a little colour is also used.
