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Newsletter Colors

What colors do you use in your newsletter? How did you decide? Can the colors you choose affect your readership? What should be considered when determining or reviewing your newsletter's color scheme?

Of course, it is important to consider how the choice will affect your audience. In general, companies usually follow one of two methodologies. One method is to incorporate the colors of their brand and stick with it no matter who the audience is or where they live. The other is to choose colors based on their audience, taking into account what the majority of their target audience prefers and/or changing colors to harmonize with the different targeted cultures their newsletter reaches.

In either case, consistency is still of the utmost importance. When a business has a strong brand and wants to keep that brand in front of its audience, the colors used for logos, signs, advertisements, and newsletters are often kept the same. This creates a strong bond and identity, with customers immediately recognizing the company and eagerly opening the newsletter to get the latest. Even if different colors are used for different groups, a business is wise to keep the design and structure as one their clients are familiar with.

It is possible to establish a newsletter that uses different colors each issue. If varying colors is part of your marketing campaign, then a newsletter that does this would be okay. Your audience expects the change because it is consistent with your marketing. Despite the color variation, the newsletter must be easily recognized as coming from your business so they will open and read it.

Color Stats

Color affects people on a subconscious level so there is an underlying message being delivered along with your words. There are also varying reactions to colors by different groups based on their culture and history. It is wise to be sensitive to any feelings or meanings associated with a color as they may be quite different than what your message intends.

Take a look at some of the following results from a color preferences poll conducted by Joe Hallock, MCDM, University of Washington:

Most favorite color of all polled regardless of age or gender was blue (42%) with green and purple tied for 2nd place (14%)
Least favorite color of all polled regardless of age or gender was orange (30%) then brown (23%)
Most favorite color of females was blue (35%) then purple (23%)
Least favorite colors of females all ages was orange (33%) brown (20%) then grey (17%)
Most favorite color of males was blue (57%) then green (14%)
Least favorite color of males all ages was brown (27%) then orange & purple (22%)

He also reports on the associations we make with certain words and colors:

cheap/inexpensive--orange, yellow
high quality--black, blue
trust--white
security--blue
speed--red
courage/bravery--purple, red
high technology--black, blue
reliable/dependable--black, blue

This is just a sampling from one report. There is a tremendous amount of information on color meanings and subconscious reactions.

Keep in mind that reactions to your newsletter can vary with the way you use the colors. Have you overwhelmed them with too much bright red? Have you made it hard to read because of a background color too close to the color of your text? Have you combined a set of colors that most people find unpleasant? Is it so busy with color that the message takes a backseat?

What to Do

You may want to create some test issues and poll a select audience or focus group. Let them know what you're doing and ask for feedback. Consulting a marketing professional or graphic designer is a smart move, too. Keep in mind, the importance of consistency. If you decide to change your color scheme, prepare your readers before you make the change so they will continue to recognize your newsletter.

There are other things to consider regarding color choice. A few concerns are: number and choice of colors affect printing costs, how certain colors will appear on different computers, and full-color pictures are more expensive to print than black and white. Look at the full picture and choose your colors wisely.

For additional information, check out these websites:
http://www.joehallock.com/edu/COM498/index.htm l
http://f actmonster.com/spot/colors1.html
http://colormatters.com/research/nareelee.html
http://www.lisa.org/globalizationin sider/2002/06/building_cultur.html (Localization Industry Standards Association)