I always enjoy when Pantone unveils its color of the year, which is “Peach Fuzz” for 2024. Selected because the color projects kindness, comfort and connection, according to Pantone. Peach Fuzz is a hue between pink and orange and a favorite for celebrity fashion donned by Zoe Kravitz, Taylor Swift and The Rock at recent awards events.
Peach Fuzz may work great for those seeking a mellow, playful vibe for exteriors, interiors and fashion–but not so much for customer communications. Sadly, Peach Fuzz, yellow and other light colors are hard to see against a white background and thus aren’t very impactful for bills and other transactional communications.
Strategic color choices in billing statements can influence how consumers perceive and interact with companies, especially when making payments. In fact, about 90% of our clients now rely on color to make customer communications more effective.
Emphasize important information
Consumers can be overwhelmed or bogged down by statements that are all one color. Pops of color draw the eye to essential information that otherwise might be lost in a sea of black-and-white text and numbers.
More clients are using color to highlight payment methods, key dates, dollar amounts and other data that brings attention to balances. Some change fonts and font size to further emphasize this information.
The bulk of the envelopes Nordis prints use black ink. However, some customers opt for a color version of their logo. Research shows that 80% of brand recognition is attributed to color alone. Some clients also colorize a tagline on the envelope, such as “Important Information Enclosed” or “Tax Documents Enclosed,” to make the communication more enticing for the recipient to open.
Color with care
Which colors work? Color meanings vary across cultures, so research common associations by country and customer segment before making bold choices. In general, color psychology offers some guidance:
- Blue – calming and trustworthy, fostering a sense of professionalism and reliability
- Green – evokes a sense of calm, growth, and financial security
- Red – screams “attention!” and can motivate people to respond
The color choice tends to be red when a customer’s payment is past due. This gives the notice a greater sense of urgency.
However, overuse of red can create feelings of danger, stress, and even anger, according to Frontiers in Psychology. Research from the University of Rochester found that red backgrounds can decrease cognitive performance, potentially hindering payment.
Stay accessible
To ensure greater accessibility, using high-contrast color ratios and avoiding relying solely on color to convey crucial information is best. After all, color blindness affects 1 in 200 women and 1 in 12 men, including Prince William and Keanu Reeves.
Shades of blue, however, can be perceived by almost everyone. Research by Pantone suggests blue is the most universally liked color, increasing the potential for a positive reception.
Knowing a bit about color psychology and its potential impact on bill payments can help companies design statements and other critical communications that not only inform but inspire prompt action. Color can contribute to a clear, customer-friendly experience that fosters trust and removes barriers to payment.
Let Nordis help you capitalize on color to help your communications. Contact us today.
