Deliver Magazine - Points of Hue

Deliver Mag recently supplied an article to shed a bright light on the color aspect of Direct Mail Campaigns. The design concept of a direct mail campaign can be just as large a role player in the campaign as the message itself. Blue-based reds (much like a raspberry red) are associated with more expensive products and Deliver Mag suggests sticking to yellow-based reds (much like a tomato red, which is imagined as less expensive). It is said to be a good tactic of downplaying high prices.

Use to play up affordability.

is the first color the human eye sees and when used with dark colors for high contrast, it becomes more powerful and easily read.

Use to convey possibility and hope.

connotes confidence and safety, making it a great choice for financial and medical institution mailers.

is especially hot right now but it's typically used with high fashion, sports teams or sweet treats rather than direct marketing. (unless of course, you are direct mail marketing candy or sports!)

is said to convey a strong sense of power, promise and the ability for high contrasts. Adding sheen or matte to black empowers the color even more.

(especially when presented tone on tone) implies sophistication and formality - but also a high-end price point.