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Article for download
If there is one belief that exists
everywhere in direct mail it is that colour in your brochure or leaflet
will always enhance sales.
Sadly it is not true.
The fact is that sometimes colour can work but it depends how you use it, and who you are mailing to.Colour can in fact have a disastrous effect
on sales, transforming the 2% sale rate received by a one colour flyer into a
0.25% sale rate.? Worse, since colour
always costs far more to design and far more to print, not only can your sales
fall, your promotional costs will be much higher.
Colour Effects in Direct Mail gives you the
full explanation of what happens and why, allowing you to see exactly when and
how additional colour work should be avoided and when it should be used.
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