how to increase customer response by choosing the right colors

How to Increase Direct Mail Response By Choosing the Right Colors

When conducting your direct mail marketing campaign, you try to make sure everything is perfect. You try to make sure everything is paid for, you make sure that everything is sent to the right person, you make sure you say the right thing, that you say it right, and many other things to make sure your marketing campaign goes off without a hitch.

When worrying about all of these other things, you might be overlooking one thing. The colors you use in your advertisement.

You might not think that colors would be a major deal in your advertisement, but they can be something that could make or break your direct mail marketing campaign. When potential customers see certain colors, those colors trigger something in a person’s brain and makes them react a certain way.

So how can you use this information to help make your direct mail marketing campaign a success? Here are a few things to keep in mind when choosing colors for your advertisement.

Use Colors that Relate to Your Product

When people look at or think about certain items, the human mind usually thinks about certain things to relate to that thing. For example, when we hear or see a forest, the first thing many think about is the color green. When the word “fire” is heard, the colors red and orange spring to mind.

The same colors spring to mind when people hear the word “danger.” Our brains are trained to do this from a young age because it is the easiest way our minds can relate to the information so we can process it faster.

So when choosing what colors to use for your advertisements, make sure to use colors that relate to what you are selling.

For example, if you are selling a something that relates to night time, use black and purple in your advertisement. If you are selling something action oriented, use a lot of exciting reds, yellows, and oranges. If you are trying to sell something more on the refined side, try to use a lot of purples and blues.

Use Colors to augment your Call to Action

When you reach the call to action in your advertisement, it usually helps to put those words in action oriented colors, such as reds, oranges, and yellows. These colors excite the senses and will act as a hidden exclamation point to get potential customers to purchase your products.

Avoid Mixing “Calm” and “Exciting” Colors

Advertisements should usually only have one type of color in them. All of the colors should fall in the “calm” category (blues, dark greens, dark purples) or dark colors that evoke calm emotions in us, or “exciting” category (reds, yellows, oranges) or colors that evoke excitement in us. Mixing these two types of colors, is usually not a good idea.

Doing so usually sends subconscious mixed messages to potential consumers and will make them feel mixed about wanting to purchase your product. When trying to convince someone to buy something, you never want those people to feel confused.

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