Color Plus Personalization: Selling the Value of Inkjet

Barb Pellow and Eve Padula
Aug 1, 2016

In today’s market, making a good first impression is everything. With information overload at every turn, people will now only glance at a website, mailpiece, or video before deciding whether it’s worth their time. Marketers are seeking strategies to create better pieces with strong visual appeal that prompt the consumer to read further or take action. For many marketers, this means turning to color and personalization.

An Infographic from Kissmetrics on how color can affect conversions highlighted the psychological impact of color on the human brain. Key statistics are as follows:

  • 93% of people say that the visual dimension is the #1 influencing sense that affects their purchasing decision (over taste, smell, etc.).
  • Studies suggest that people make a subconscious judgment about a product within 90 seconds of initially viewing it. Up to 90% of this assessment is based on color alone.
  • Magazine readers recognize full-color ads 26% more often than black & white ads.

It is no wonder that today’s marketers are focused on adding more and more color to communications. According to InfoTrends’ 2016 State of the Market Study on Customer Engagement Technologies, over 80% of enterprises stated that full-color printing for promotional and transactional communications is important.

Figure 1: How important do you think it is to switch printed communications from black & white to full color?

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According to InfoTrends’ study entitled Direct Marketing Production Printing & Value-Added Services: A Strategy for Growth, the intelligent use of color in direct mail often generates improved response rates. Full-color images can capture a consumer’s attention with realistic depictions of advertised products. Color can also be used to personalize messages by matching pictures or text to items that the customer has purchased in the past. Furthermore, nearly 49% of consumers reported that seeing color on an envelope had a moderate or major effect on their likelihood of opening it.

The use of color in customer communications is not a new phenomenon. Historically, direct mailers and transactional communication service bureaus have digitally printed in black & white and relied on offset-printed shells to provide color design elements such as logos, highlighted text, and tints. Today, however, digital technologies can deliver near-offset quality and high speeds, all while meeting today’s marketing requirements for 100% variable content and envelope messaging.

For marketers, the inkjet value proposition transcends far beyond cost per print. It offers the ability to deliver color that gets noticed with a completely new approach to communications. Service providers must educate customers about how inkjet technology blends full color with individualized messaging to drive business growth. Print/marketing service providers must articulate how they can support enterprises in delivering communications efficiently and effectively.

The investment in inkjet is about delivering new levels of value to your customer base. Today’s print engines, finishing technologies, and workflow solutions have the flexibility to deliver on the age-old promise of one-to-one personalized messaging in full color. Marketing executives are seeking techniques to improve customer loyalty and grow their businesses with more engaging and dynamic communications. It’s time for service providers to have the right conversations with customers and help them get noticed!


For more information on InfoTrends’ 2016 State of the Market Study on Customer Engagement Technologies or InfoTrends’ Direct Marketing Production Printing & Value-Added Services study, please contact Keith LaVangie at (781)616-2132 or keith.lavangie@infotrends.com.

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