When it comes to showcasing your products or services, you should be using colour as more than just a way to decorate your brochures, catalogues, and flyers. Colour can be an opportunity to increase your product or brand’s visibility and awareness. In an age where many businesses rely on online marketing to bring in the business, paying attention to your choice of colours is crucial for producing high quality printed materials.

Why is this? Because humans are visual beings. Colour makes people notice you. It elicits an emotional response from customers and draws them in. 

According to an article published by Digital Information World, 93% of consumers rely on visual appearance when looking at new products, 85% say colour is a primary reason for why they bought a product, and 90% say that their impulse buys are based on colour alone.

So while it may seem that the most important aspects of printed materials are the message and the content, these stats prove that colour can also make or break the success of your print marketing. In this post, we are going to talk about how the colour based design of a commercial colour printer can work to your advantage.

Colour helps you capture the attention and interest of potential customers

Sure, black and white has its place in printing but a great colour aesthetic makes your materials more eye-catching and much more likely to be read by people. And, in the world of marketing, first impressions count. For example, if you’re printing flyers to be included as newspaper inserts, colour can make your business outshine other companies who didn’t make the extra effort with their printed materials. Remember that there are certain colours that really pop off a page like bright reds and yellows, but be careful not to overuse these.

Colour represents your business

Brands like McDonalds or Starbucks are just as famous for their logos as they are for their products. These companies have used colour to build their brand identity across print, analogue, and digital media. And over the years, these colours have become part of the brand. So much so, that people wouldn’t buy a Coke if the can wasn’t red. They only need to see a blue bird to know it’s the Twitter logo. When it comes to printed materials, using your logo, colours, and company name will help people quickly identify your brand. Even if you’re not as recognisable as these companies, using your brand colour palette is sometimes effective enough to help prospects remember you.  

• READ MORE: Print marketing still has a place in a digital world

Colour lets you highlight important details

The goal of print marketing is to inform, educate, persuade, and remind people of your product or service. But people sometimes read quickly or only scan through printed materials, so highlighting certain elements can ensure that that your customer doesn’t miss the most important information. Colour printing can help you drive the message across. Think how often retailers use bright colours for sale announcements so that it’s the first thing the customer notices. 

Colour can make an emotional connection

Scientists believe that colours communicate with people on an emotional level and thus hold the power of persuasion. For example, blue is associated with intelligence and success that’s why it is often used to advertise educational institutions and business summits. Consider why your client would want to use a particular service or product. For example, if you’re an agency that is printing ads for a wellness related client, you would use green colours to instill a sense of relaxation in clients. To learn more about how different colours may affect people in different ways emotionally, have a look at the infographic below by Homestead. 

There are advantages to investing in a colour printer for commercial use, one being that you don’t need to spend the extra money to outsource your print print production. What’s more, a commercial colour printer combines professional-grade speeds and advanced technologies to deliver superior colour, media handling, performance, and a range of finishing options for high quality printing materials.