How important is the color of the mail you are sending out to prospects? Consider that the envelope is the absolute first thing a person will see. Before they read the return address, before they open it and find out what it is, they will notice the color. On that one split second alone, their mind has now framed how they are going to frame the information. The person may have even decided if he is going to open it at all or toss it.
There is an entire field of study dedicated strictly to the responses people give to color. Color symbolism, for instance, studies the conditioned associations we make with color. This of course, is based greatly on where we are raised. Green, for example, is considered lucky in Ireland but unlucky in England. Red is associated with danger in many places but not all.
Color Psychology shows the effects colors have on a person’s mood and behavior. Certainly a key piece of information when it comes to print and direct mail marketing!
So as opposed to the conditioned meanings we can give to colors, they also create a psychological response because of the way the wavelengths are received by our brains. Red can create aggression, intensity and get the blood pumping. Green can relax and soothe.
If you absolutely want someone to open a piece of mail, a red envelop will do it. On the other hand, it might also make them aggressive and potentially angry when they open it. They might feel the sense of urgency wasn’t worth it. So really, it comes down to figuring out what kind of reaction you want, what kind of mental state you want your prospect to be in when they receive your message.
It’s also important to make sure (and test) that it is not evoking the negative side of that emotion as described with Red. Yellow will bring up emotion and confidence, but can also evoke anxiety and fear.
Take some time to learn some basics about this concept and apply it to a split test. You’ll be amazed at what you can learn and apply from the results.