5
Value of Color
Advantages of using color
Although many business customers are taking advantage of the value of color in their printed communications, the
transition from black & white has not been as rapid as anticipated. Color printing has emerged from designer studios
and ad agencies, and is working its way into mainstream business. If you find yourself in conversation with a customer
who has yet to embrace color, you may find the following value statements helpful.
The advantages of using color in today’s office environment include:
Capturing Attention
• Color emphasizes critical information and conveys a sense of professionalism: Using color can keep your materials
on the desk and out of the wastebasket
• Color increases a reader’s attention span and recall by 82%*: Information is more likely to be remembered if it stands
out in color
• Color makes an impression that is 39%* more memorable: Direct mail pieces and collateral materials leave a longer-
lasting impression if they’re in color
Enhancing Productivity
• Color reduces search time by as much as 80%*: Lengthy documents can be made more understandable by highlighting
important information in color
• Color reduces errors by 80%*: Highlighting important information and instructions can help customers fill out forms
correctly the first time, and every time
Improving Communication
• Color increases comprehension by as much as 73%*: That makes sales presentations run more quickly and effectively
• Color speeds learning and retention by 78%*: Educating your staff is a time-consuming process that can be drastically
shortened by using color
Boosting Sales
• Color helps sell up to 80%* more: Collateral materials can help generate more sales with the application of color
• Color can improve brand recognition by up to 80%*: Improved brand recognition can lead to increased sales
Matching Applications
• Users expect color from their applications (Excel, PowerPoint, graphics applications, etc.) and from Web content,
and have come to expect it from the printed copies from those applications
* Sources: Green, Ronald E., "The Persuasive Properties of Color", Marketing Communications, and Modern Office Procedures, "Grasp Facts Fast with Color"
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