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Jerry Huntsinger, freelance writer

Color Me Red

 

 

 

 

          Color:  a dangerous tool

 

          There are so many hidden factors involved in color.  You have to disregard your personal color prejudices, and you have to understand how various colors affect response -- and why.

 

          Some generalities:

 

·        Bright colors get more attention than softer tones.

·         Red has the highest visibility and attention-getting power.

·         Warm colors seem to be advancing to the eye.

·        Cool colors seem to be retreating.

 

          Psychological tests indicate that the red end of the spectrum has the highest attention value, with yellow next. 

 

          Our friend, the very late Sir Isaac Newton, discovered several hundred years ago what happens as light passes through a prism.

 

          It breaks up into the spectral colors in this order:   red, orange, yellow, green, blue, indigo and violet.

 

           And in human perception, the lens of the eye acts like a prism.  In short, red is the easiest to see -- it takes less effort than any other color.  This makes it appear closer than other colors, and, psychologically, closeness and attention are related.  We pay more attention to those objects nearest to us.

 

          Of course, we can’t print everything in red, because the experience would be too intense, and the reader would simply turn off by looking in the other direction.

 

           So we have to achieve color balance.  It’s like a conversation.  Black and white are the monotones, and colors are the higher pitches.  So too much red is like shouting at the person across the table.


 

          Legibility and color have to be considered.  Color can improve legibility, break up the boredom of black and white, and, of course, be used to shout now and then.

 

          Psychological tests indicate the following rankings -- strictly as to legibility alone.  I’m not recommending these combinations.  I’m just saying they rank from the highest to the lowest for legibility:

 

 

           1)      Black on yellow paper

 

           2)      Green on white paper

 

           3)      Blue on white paper

 

           4)      White on blue paper

 

           5)      Black on white paper

 

           6)      Yellow on black paper

 

           7)      White on red paper

 

           8)      White on orange paper

 

           9)      White on black paper

 

          10)     Red on yellow paper

 

          11)     Green on red paper

 

          12)     Red on green paper

 

 

          As a society, we are accustomed to black ink on white paper.  Don’t fight it.  “That’s what a letter looks like.”

 

          Usually, you are safe to use black ink on colored stock.  Sans-serif typefaces are most effective in color, but in black and white they are often hard to read, because of the light absorption of the large black masses of type.

 

          Atmosphere and color are closely related.

 

           We are all such prisoners of our emotions, that certain colors remind us of a past experience.  And this is what makes color so dangerous in fundraising -- or any other kind of marketing.

 

           For example, red and pink are related.  They show warmth, excitement, action, and also they show danger and anger.

 

          Yellow is cheerful, positive, and it is also dishonest and sensational.

 

          Blue is cool, serene, and also depressing and melancholic.

 

          Green is young, cool if it is light, and also envious, immature.

 

          In our society we also react to color by location -- firm, positive colors relate to out-of-doors.  Pastels are for the bathroom, browns for fall, red and green for Christmas.

 

          Women -- the key to fundraising -- become almost violent in their dislike for certain pastels.  So pastels are too dangerous to even consider, except in rare circumstances.

 

          Also, red underlining and headlines are closely associated with high-pressure mail order.  Some tests show that the addition of red in a personal letter may actually decrease the returns.

 

          Color is important for your response devices.  Make the reply card and envelope a contrasting color, so they stand out and demand attention. 

 

          Colored stock is often better than colored ink.  If your letter is in black and white, try a reply envelope with red accents.  This is where action is appropriate, and the reader won’t resent color here.

 

          In marketing, colors break down into several basic categories:

 

          1)       Outgoing:    Red, orange, yellow, etc.

 

          2)       Receding:    Blue

 

          3)       Cool:   Green

         

          4)       Neutral:   Black, white, etc.

 

          5)       Safe:   Ivory!

 

          6)       Dangerous:   Pastels

 

          7)       Earth tones:   Brown, green

 

 

          When in doubt:   go with basic tones.

 

            And never innovate with bold colors without first testing your donor response. 

 

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