One of the most important things to remember when working with direct mail postcard companies on your next mailer is that color matters a lot more than you think. Direct mail postcards naturally offer a smaller canvas to work with than larger materials like a flyer or brochure, but that doesn’t mean they can’t be just as effective – particularly emotionally – with the right use of the right colors for the right time.
Colors and Emotion: Breaking It Down
While it’s true that you’ll always want to make sure that the color on your direct mail postcards is as consistent with your branding as possible, you’ll also want to strategically use certain elements to really hit home the emotion and the feeling that you’re trying to get from your audience.
The color red, for example, is a great way to really add gravity and a heightened awareness to a situation – perfect for those timely promotional deals and other mailers. The use of red can invoke passion in a reader as it’s very aggressive and it can help make something feel extra important.
Orange, on the other hand, is great for injecting energy into your direct mail postcards. It’s naturally very playful and it’s the perfect way to add excitement to something without necessarily increasing the severity at the exact same time.
Yellow is a color that you’ll want to use particularly carefully as it invokes a few different emotions, all of which are kind of at odds with one another. On the one hand, yellow is naturally happy and friendly – making it the perfect option to rely on during someone’s first interaction with your brand. On the other hand, yellow also has been scientifically proven to activate the anxiety center of the human brain – this is why the vast majority of the warnings that you encounter each day are yellow in color.
For the best results, try to use a combination of all of these different colors to really drive home the point you’re trying to make in the most effective way possible. Don’t be afraid to switch up your color schemes based on exactly what goal you’re trying to accomplish with any particular piece.
If you’d like to find out more information about the power of direct mail advertising, or if you’d like to get a direct mail postcard estimate or are searching for ways to keep direct mail postcard costs down, don’t delay – contact us today.
