Marketing psychologists have tested and proven that color impressions are both quick and long lasting. The right color combinations are critically important when it comes to your direct mail response. The human brain requires a sense of order when it looks at anything or it will reject whatever is seen. When too many colors are used, the viewer becomes confused and automatically rejects the image. If not enough color is used, attention is totally lost.
Many corporate professionals seek information on the impact of color usage.
When big corporations want to know about color, they turn to the Pantone Color Institute when it comes to the impact of color in decorating, textiles, and publishing. Pantone Color Institute has, over the years, compiled various studies and other data that shed light on how color impacts a viewer. Here is what they discovered about legibility, comprehension and memory retention in relationship to printed materials, self-made business documents, flyers and presentations. Their research showed that one s choices of colors are not always conducive for effective legibility. Surprisingly, they discovered that the best color combination for printed material is a yellow background with black type.