Researchers have found that up to 90 per cent of judgements made on the first impression of a product are based solely on colour.
Coloured envelopes can be the first thing a potential customer will see when you send direct mail. This first impression matters. People are more likely to pick up a coloured envelope for its exciting, unique appearance as opposed to a plain white or a standard brown envelope.
Colour associations
There are no hard and fast rules with regard to which colour stands for which idea or feeling. While there are some colours that seem to hold specific traits – for example, red can be exciting, purple can be sophisticated and luxurious, and brown can be rugged – it is more important that your brand colours match the personality you want the brand to portray. You often find that people start to associate certain colours with particular brands and letter styles. The brown envelope that is used by HMRC when sending you documents and letters to forward onto your Cheltenham Accountants, is recognised the minutes that the letter drops through the door.
Studies show that gender can sometimes affect colour preferences; however, blue has been proven to be the most popular as a favourite colour amongst both men and women. Women tend to prefer softer colours, while men prefer bold colours.
The effectiveness of using colour psychology in marketing is largely based on context and personal preferences, often changing with gender, age and individuals. Using colours can also carry a non-verbal meaning through association; for example, colour can be eye-catching, attention-grabbing, and can provoke subconscious attraction.
Improving sales and communication
Statistics show that colour can increase a brand’s memorability by up to 39 per cent and brand recognition by up to 80 per cent. With envelopes, you are increasing the probability of your mail – and therefore your company or product – being read, remembered and effectively promoting your brand. Information is easier to locate, and faster, if it is written in colour.
Colour is not only useful for prompting customers to remember branding; in addition, it is proven to increase response to survey participation, increase payment response, and even increase motivation.
When considering the psychological impact on the consumer, remember that colour plays an important role. Colour helps to sell products by up to 80 per cent. Portray the personality and ‘feel’ of your brand with your envelopes, conveying a positive, bold first impression.
