Why 4 Colour - Crest Impression
Colour Printing Guidelines
July 28, 2017
Tips on Paper Selection
July 31, 2017

Why 4 Colour

4/0 = 4over0 = Full Colour printing on the FRONT and nothing on the back
4/1 = 4over1 = Full Colour printing on the FRONT and 1 colour (normally BLACK INK) on the back
4/4 = 4over4 = Full Colour printing on BOTH SIDES

The Power of Colour….facts to consider!

The statistics are staggering

  • People are 55% more likely to pick up a full-colour mail piece first
    (with 4over1, 50:50 chance your first impression will be that of a black and white postcard)
  • Readers pay attention up to 82% longer with colour
  • Use of colour in printed material increases readership by up to 80%
  • Use of colour on selling material can increase the likelihood of a purchase by 80% or more
  • Printed publications are perceived 60% better when colour is added
  • Use of colour in printed material increases retention on average of 65%
  • Brand identification is increased 70% when colour is added.
  • Information is communicated up to 70% faster and 77% more effectively with colour versus black and white
  • 90% of advertising print dollars are spent on full colour ads versus black and white
  • Use of colour can increase motivation or participation by up to 80%

Simply put, colour sells because colour works. In today’s frantic world where everyone is competing for your attention, never UNDERESTIMATE first-glance value. You’re only given one chance to make a first impression. Thats why you should choose Printer Gateway. We recognize the power of colour. So when you’re ready to print your next postcard, brochure or direct mail piece, don’t settle for 4over1 or 4over2. Maximize your investment of time and money by maximizing what works — maximizing colour.

Full colour helps your business sell more effectively or communicate more efficiently. Remember that when you place your 23 or 37 cent stamp on your card and it eventually makes its way to your customer’s office or coffee table, you have a split second to catch his/her eye and make an impression. Are you willing to place the effectiveness of your campaign in the 50% chance that your customer will pick up an easily overlooked black and white postcard, while knowing that the same message in colour would command attention.

Remember, people are 55% more likely to pick up a full-colour mail piece first, and in this competitive world, that can make all the difference.

“When you come right down to it, the greatest value of colour is that it ain’t black.”
– Jan V White – noted color expert. Author of Colour for Impact

Data source:
Color for Impact, Jan V. White 1996; The Persuasive Properties of Color, Robert E. Green, Marketing Communications; USA Today, Wharton Business School, Case & Company, Management Consultants; Bureau of Advertising, Color in Newspaper Advertising; Whats Working in Direct Marketing

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