Digital transformation for customer communications

Introduction

The Science of Consumer Reactions to Full-Color Print vs. Black and White

When printing high volumes of statements, invoices, notices, or flyers, it can be tempting to stick to black and white in an attempt to save money. Is it really worth it? Does full-color print really pay off, or is it just something to make your documents look pretty?

The Science of Consumer Reactions to Full-Color Print vs. Black and White

When printing high volumes of statements, invoices, notices, or flyers, it can be tempting to stick to black and white in an attempt to save money. Is it really worth it? Does full-color print really pay off, or is it just something to make your documents look pretty?

If you do some research on consumer reactions to full-color print versus black and white, you might be surprised at what you find. Though the appeal of color is common sense, studies have shown that full-color print makes a dramatic difference in how consumers respond to a document.

Here are some of our key findings, courtesy of colorcom.com:

  1. Color can increase readership up to 40% and comprehension by 73%. Ensuring that your intended audience actually reads the document boosts marketing campaigns and substantially increases organizational efficiency. By pushing consumers to action the first time around, you can save yourself the additional expense of repeated reminder letters. It also greases the wheels of bureaucratic tasks like ensuring compliance.
  2. Color improves brand recognition by 80%. After spending money, time, and effort developing your brand, you want people to remember it. With each document you send, you can bolster brand awareness and recognition with full-color logos or slogans.
  3. Advertisements in color are 42% more likely to be read. The number one reason businesses print in black and white is to save money. However, if no one’s reading your advertisements, you’re only burning a hole in your pocket. This dramatically increased readership means that more often than not, full-color printing is actually more cost-effective. In short, color helps your documents end up in consumer’s hands rather than the trash.
  4. Colored images hold a consumer’s interest for over twice as long as black and white images. On average, black and white images hold a consumer’s interest for two-thirds of a second, while color images do for two full seconds. It might not sound like much, but in a hyper-distracted world, businesses need every second they can get. That extra time could make a big difference across thousands of consumers’ reactions.
  5. By using color to highlight important information on their invoices, one insurance company received payments 14 days earlier than with black and white invoices. Sure, full-color printing may have a slightly higher upfront cost, but that’s a pretty significant increase in cash flow. For the majority of companies, the tradeoff is well-worth it.

If you’d like to learn more about the benefits of full-color printing, follow the IDS.com blog for our thoughts on the subject or contact us today at 1-844-437-3627.

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