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.

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