Color is easier to use than it is to use correctly. Slogans touting how the addition of color to marketing materials enhances their effectiveness are valid to a point. The tasteful and judicious use of color can indeed attract the eye and assist us in finding, reading and retaining the information that motivates us to further action.
With full color reproduction now available so affordably, in small quantities and with superior color accuracy there can be a tendency to overdo the colorization of materials produced in-house. There is a point when the reader will loose track of the actual content (the message) because they are flooded with the medium (random and excessive use of color.) (Use of too many fonts is a different but equally hazardous practice we'll cover in another post.)
The creator of a color newsletter, unlike the designer of a hot air balloon, wants to draw attention to the content of the newsletter rather than its design. The desired compliment to a newsletter is "That was a great article on boating safety" rather than "I loved all the pretty colors on the cover. They all went so well together."
The use of too many colors in a publication will distract the reader from the content rather than induce its reading. It is the lure of the content of a headline that motivates the reader to read the article, not the color of the headline.
The easiest way to distinguish the superior color accuracy and detail of our product from that printed on a Conventional Four Color Press is by looking at the bill!
