Using Colors that Sell

When you think spring colors, you probably think in terms of greens, blues, and yellows. They evoke thoughts of freshness, new life.


But what colors come to mind when you think "price"? Do any? According to a February 26, 2010, article in Deliver Magazine, the United States Postal Service's magazine of mail marketing strategies, certain colors do carry pricing implications.

Before you start designing your next mail piece, consider these tips from the USPS:

• If you're selling an expensive product--or you simply want to give prospects and customers the impression that a product or service is more expensive, then use blue-based reds.

• If you're selling an expensive product but want to downplay the price, then use a yellow-based red.

• If you want to emphasize the value and affordability of a product, then use orange.

• If you want prospects and customers to view your product or service as sophisticated or formal, then use white. Keep in mind, however, that white also implies a higher-end product.

As with any advice you receive, it's always best to test the waters before diving headfirst into the pool. Use a smaller mailing--or your house list--to test colors before rolling out a major campaign. You may find these color guidelines work for your audience, or you may find that you need to consider other factors, including your industry, when choosing direct mail marketing colors.