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Choosing Colour

In case you weren’t aware, here at Blake, we love colour...

In fact we have quite a few different shades of coloured envelopes and papers to offer.  We also regularly encourage others to trade in their traditional manilla shades for something a tad more vibrant. You see, coloured envelopes have been proven to have a 40 percent higher success rate, so begs the question, why wouldn’t you try something more colourful?

But, there’s more to colour than meets the eye. Studies have shown that the way we work, live, shop and exercise can all be influenced by the colours around us.

The science behind the theory

First some philosophy on the power of colour from the experts, Kissmetrics, over in the US:

“Color wields enormous sway over our attitudes and emotions. When our eyes take in a color, they communicate with a region of the brain known as the hypothalamus, which in turn sends a cascade of signals to the pituitary gland, on to the endocrine system, and then to the thyroid glands. The thyroid glands signal the release of hormones, which cause fluctuation in mood, emotion, and resulting behavior.” 

With its ability and power to alter a consumer’s behaviour and emotion, it’s evident to see why certain brands favour some colour palettes over other tonal combinations. “A brand may be recognised by name, logo or product type but the first thing to catch a consumer’s eye is often its colour” - Marketing Week

Essentially putting more emphasis into the colours you select clearly has the power to deliver far greater return. Whilst colour choice is undoubtedly already imperative to branding, is the same consideration made when deciding how to present your Direct Mailings? Are you stopping to think, which colour you use to ‘envelope your mailings’? By spending a small amount of time looking at the psychology of colour it could potentially have a positive effect on your customer’s behaviour and therefore, ultimately, work towards positively impacting your campaign’s ROI.

Take a look as we explore and examine popular colour ways:

Red and Orange Envelopes

oranges and reds

According to Kissmetrics, the highest converting colours for ‘Calls to Actions’ (CTA’s) are bright primary and secondary colours. Whilst this theory could work on websites and e-commerce sites (such as Amazon) could this also extend to your mailings? If it is a CTA response you are looking for then perhaps adding an essence of fun and excitement with an orange envelope is the answer? Or if you’re looking to convey a sense of urgency, maybe a red envelope is for you?

greens and blues

Blue and Green Envelopes

Blue envelopes is perhaps one of the more popular ones in branding, and for good reason; often seen as calming, peaceful and secure, it is no surprise to see that the sector which adopts a blue colour scheme most commonly, is the financial and banking sector. And, lest we forget the Social Media sphere, with the likes of Twitter, Facebook and LinkedIn employing a colour that exudes a sense of security and trust.
And then there is green envelopes; the colour green is synonymous with nature and the environment, and a big favourite with outdoor brands. With friendly, conscientious and secure tones, blue and green could be the next colour choice for your mailings. The ideal colour envelopes for sending important documents.

monochrome

Monochrome

Aside from grey being a frequent trendsetter across home, fashion and design, a consideration should be given to black. Controversy may arise as Black could technically be called a shade not a colour, but at Blake it has its place sat firmly in our dark coloured envelope range. This subtle understated colour has been used throughout many different brands, and in particular the luxury sector. Think Tom Ford, Dolce & Gabbana, Marc Jacobs and Lamborghini, they all champion the colour black. Black is timeless, a colour that oozes glamour and sophistication and utters feelings of indulgence and luxury. While some may call it understated or others call it a shade, we think adding black envelopes has the power to inject a touch of class to your mailings. Besides black we have a big range og grey envelopes to choose from.

With emotional connections and the ability to alter behaviour and consumer choices, colour can add some much more to your business. Extend this approach through from your branding to the envelopes and packaging used in your mailings and you could be on to a winner. So, we implore you, next time you are developing a Direct Mail campaign, stop for just a minute, and put a little more consideration into the colour of the first piece of your promotion.

So go on, why not test it and see what a difference a coloured envelope can have? We also have beautiful envelopes in cream, purple and pink.

Can’t get enough of colour? Take a look at our further reading section and view our sources for this article:

Psychology of Color and Conversions
Brands Colour Influence Purchase Decisions
Colours to Make Your Mailings Pop

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