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The Color of Mailfinal [Compatibility Mode] THE COLOR OF MAIL What Message Are You Sending? Theresa Peterlein Mid-Michigan PCC Industry Co-Chair National Industry Co-Chair, Postal Customer Council Advisory Committee WHAT IS COLOR? In 1666, English Scientist Sir Isaac Newton discovered that when pure white light passed through a prism, it separates into all of the visible colors. There are over one million colors that the human eye can distinguish Colors in the red area of the spectrum are know as warm colors Warm colors evoke emotions ranging from feelings of warmth and comfort to feelings of anger and hostility. The Color of Mail - What Message Are You Sending? Colors on the blue side of the spectrum are known as cool colors and include blue, purple, and green. Cool colors are often described as calm, but can also call to mind feelings of sadness or indifference. The Color of Mail - What Message Are You Sending? Color is used both by advertisers and merchandisers to encourage and tempt the buyer to take action (purchase a product or service) Meanings are attached to color in the same respect that meanings are attached to words Color can be, and often is, more effective than words Color not only enhances appearances but also influences our behavior Colors can send a positive or negative message The Color of Mail - What Message Are You Sending? Color can calm a crowd Color can make an athlete work harder Color is a powerful means of setting emotion, which is the real driving force behind decision making. Use color not just for decoration, but to guide your viewer’ eyes and attention to the most important elements in your marketing concepts. The Color of Mail - What Message Are You Sending? Color is used to shape and define our lives, habits, values and our feelings. Men and women respond to color differently The colors we chose to wear, decorate our homes, our gardens, etc. gives us a personal insight about what is going on inside our innermost feelings and emotions. Even in the food we eat, the color is taken into account by food industries and advertising companies when packaging and marketing their products. The Color of Mail - What Message Are You Sending? Light vs. Dark In general , light backgrounds create tidier, uncluttered borders. For shopping or reading information, clean, light backgrounds are suggested, but avoid dull grays Dark backgrounds can present a cozy, night-time feeling The Color of Mail - What Message Are You Sending? Toys, books and children’s web sites usually contain large blocks of bright, primary colors – young children prefer these colors and respond more positively than they do to pastels or muted blends. Blue and red maintain a high preference throughout life, but other colors drop down the list as other colors become more preferred – as one ages, there is a greater liking for blue, green and purple than for red, orange and yellow The Color of Mail - What Message Are You Sending? WHAT DO THESE LOGOS HAVE IN COMMON? The Color of Mail - What Message Are You Sending? RED Attention Grabber Color of Danger and Excitement Strength Passion, sex – Red is perceived as the most sensual of all colors, and as the saying goes “sex sells” Speed, Movement Color of Energy The Color of Mail - What Message Are You Sending? RED The most physical color in the spectrum, it has been deeply ingrained in the human mind as a signal to act or react, to fight or flee. Red is not a good color to over use, but using a spot of red in just the right place is smart in many cases – sale items in stores display red tags Stimulated people to make quick decisions Wearing red clothing will make you appear a bit heavier The Color of Mail - What Message Are You Sending? RED Stimulates faster heartbeat The most emotionally intense color The color red will make you hungry Red cars tend to get more tickets Business wise it is associated with debt, but is great for bolding and accents The Color of Mail - What Message Are You Sending? Deep red is connected to wealth, red wine and the “good life”; they are thought of as elegant, cultivated, rich and refined. There is an expectation that deeper wine colors will be more expensive, but that can be used to your advantage where luxury looks are being promoted The Color of Mail - What Message Are You Sending? ORANGE Associated with playfulness Vibrant – the most flamboyant color on the planet Ambition Stimulates activity, stimulates appetite, encourages socialization One of America’s least favorite colors For business it is good for highlighting information on charts and graphs The Color of Mail - What Message Are You Sending? There was literally no word for orange in Europe until the fruit arrived. Oranges became known as the fruit of the gods, emperors, kings and the hierarchy of the church The mid 20 th century saw the popularity of orange plummet among the elite as the color was adapted not for fine dining but in fast food restaurants. Today, orange has gone uptown, especially when clothed for both fashion and home in light to mid peach tones or deeper terra cottas. The Color of Mail - What Message Are You Sending? YELLOW Yellow is the most difficult color for the eye to take in – it reflects the most amount of light of any color Makes you hurry Business wise it appeals to the intellectual types and is a good accent The brain actually releases more serotonin (the feel good chemical in the brain) when around this color The Color of Mail - What Message Are You Sending? YELLOW Raises blood pressure Catches the eye Warmth; Cheer; Happiness Babies cry more in yellow rooms and tempers flare more around this color than any other Husbands and wives fight more in yellow kitchens Speeds up our metabolism Yellow roses are a symbol of friendship, less passionate or threatening than red ones The Color of Mail - What Message Are You Sending? YELLOW Brings out creative thoughts (legal pads are yellow for that reason) Can be over-powering if over used, but can also be a very effective tool in marketing to greater sales Use yellow to promote children’s products and items related to leisure The color of graphic lightning bolts, it suggests energy and electricity Some shades of yellow are associated with cowardice The Color of Mail - What Message Are You Sending? 75% of the pencils sold in the US are painted yellow…why? The Color of Mail - What Message Are You Sending? Since yellow is the most visible color of all the colors, it is the first color that the human eye notices. Use it to get attention, such as a yellow sign with black text, or as an accent. The use of yellow in signage, point of purchase displays and packaging is a significant attention grabber The combination of yellow and all-powerful black is even more commanding and the indelible message is deeply implanted in the human mind to WATCH OUT! In times of stress, there is an increase in the sale of yellow foods as people revert to childhood comfort foods such as macaroni and cheese, buttered popcorn, custard, puddings, crackers, warm soups, and French fries The Color of Mail - What Message Are You Sending? BLUE All time favorite color (especially with men) Truth; reliability; belonging; coolness Some shades of blue can send a cold and uncaring message Blue is an appetite suppressant – weight loss plans suggest putting your food on a blue plate Put a blue light in your refrigerator and watch your desire munchies disappear. Why? Blue food is a rare occurrence in nature – there are no leafy blue vegetables, no blue meats The Color of Mail - What Message Are You Sending? BLUE People tend to be more productive in blue rooms because they feel calm and focused. Weight lifters can lift more weight in a blue gym Over the ages, blue has become associated with steadfastness, dependability and loyalty (note how many uniforms are blue ) For business it suggests sanctuary and fiscal responsibility Designers use blue to describe ice and minty freshness Used to promote products and services related to cleanliness: water & cleaning products The Color of Mail - What Message Are You Sending? BLUE Also used to denote crispness and clarity: clear liquids, such as vodkas or products having to deal with air or sky: airlines, air- conditioning Good choice when marketing high- technology or financial services Light blues associated themselves with health, tranquility and softness. Fashion consultants recommend wearing blue to job interviews because it symbolizes loyalty The Color of Mail - What Message Are You Sending? Mosquitoes are attracted to the color blue twice as much as any other color BLUE stands for love, which is why a bride carries or wears something BLUE on her wedding day Blue is the color symbolic of mercy and, as it is believed that the Ten Commandments were carved on sapphire tables, blue represents the highest orders of justice and moral behavior. The Color of Mail - What Message Are You Sending? GREEN Take a walk in the park, even on a dull wintry day, and you will count more variation of green than you have thought possible With a multitude of greens so plentiful in the world, the human eye literally sees more green than any other color. Physically, green affects the nervous system, causing us to breath slowly and deeply, helping the heart to relax by slowing the production of stress hormones. The Color of Mail - What Message Are You Sending? GREEN Associated with envy, good luck, generosity and fertility, freedom, tranquility, jealousy Traditional color of peace The color of balance The easiest color on the eyes and can improve vision Lowers blood pressure The Color of Mail - What Message Are You Sending? GREEN Symbolizes a healthy lifestyle Natural; freshness; money Dark forest green is associated with conservative, masculine & wealth Hospitals use light green rooms because they are found to be calming to patients.
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