Do Dynamic, Colorful Statements Influence Customer Engagement?

27 Jun Do Dynamic, Colorful Statements Influence Customer Engagement?

By Shelly Anderson

With broad adoption of inkjet presses and its advancements in color output, many of our customers are finding that a more colorful, dynamic statement gains attention, engages customers and drives revenue.  Full-color documents are definitely producing positive benefits that also include fostering loyalty and customer retention.

Recently, Keypoint Intelligence published an article in WhatTheyThink on “Influencing Consumer Behavior with Color,” citing that a color image is generally more desirable than a basic black-and-white one and how color has the potential to influence behavior. It referenced a study by Digital Information World  that stated 93% of buyers primarily notice a product’s physical appearance when purchasing that item, with color as one component of physical appearance. The article went on to discuss how certain colors trigger emotions and since we all have our own unique preferences and experiences, they will often shape our associations with color. Using the right colors helps brands break through the noise and create differentiation. The statistics are clear in their message – people respond to color.

Here is a fun chart taken from the Keypoint article:

The key takeaway here is that color gets noticed when used to make your invoices and statements more dynamic and also delivers additional benefits. Here are just a few:

• Color improves comprehension and retention by as much as 82%
• Color draws attention to important messaging; in fact, information in color is located 70% faster than black and white
• Color increases brand recognition
• Color simplifies document navigation for easier reading, increasing customer satisfaction

The bottom line? The use of color to enhance your invoice or statement is a terrific way to grab attention and drive retention. More dynamic documents influence your customers’ response to your company, which in turn can lead to long-term brand loyalty. Is it time to rethink the design of your invoices and statements? We can help create full-color customer communications that really do make a statement!