The statistics are staggering

• People are 55% more likely to pick up a full-color 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 color
  
• Use of color in printed material increases readership by up to 80%
  
• Use of color on selling material can increase the likelihood of a purchase by 80% or more
  
• Printed publications are perceived 60% better when color is added
  
• Use of color in printed material increases retention on average of 65%
  
• Brand identification is increased 70% when color is added.
  
• Information is communicated up to 70% faster and 77% more effectively with color versus black and white
  
• 90% of advertising print dollars are spent on full color ads versus black and white
  
• Use of color can increase motivation or participation by up to 80%
  

Simply put, color sells because color 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 we,re called 4OVER4. We recognize the power of color. 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 color.

Full color 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 color would command attention.

Remember, people are 55% more likely to pick up a full-color 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 color is that it ain’t black."
Jan V White
noted color expert
author of Color for Impact

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Data Sources:
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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