Communication Color: Redefining the World of Full Color

Overview

We live in a world full of color. Research clearly indicates that color has tremendous power to add impact to communications, boosting recall and influencing opinion. Studies done by Pantone® and the internationally recognized Pantone Institute indicate that “consumers are up to 78% more likely to remember a word or phrase printed in color than in black and white… when color is combined with the written word, it impacts consumers with the triple whammy of greater recall, recognition, and attention.”

Other research backs up these findings. A study by CAP Ventures discovered that full color variable documents also enhanced customer loyalty and retention, generating 34 percent faster response rates, a 48 percent increase in repeat orders, and a 32 percent increase in overall revenues. According to the Institute for Color Research, up to 90 percent of subconscious judgments about a person, environment, or item are based on color alone.

Given these statistics, there is little wonder that, within the domain of copiers and printers, full color technologies offer significant opportunities for growth. Currently, there are 40,000 full color hardware placements and 20 billion copies being generated annually according to CAP Ventures, and these numbers are expected to grow significantly over the next two years.

However, the full color playing field has become crowded with a proliferation of players, prices, and products. This array of choices can make the decision on choosing the most appropriate full color technology a confusing and challenging assignment.