Colour can have an incredible impact on the success of any visual communication – whether it’s a billboard, PowerPoint presentation, postcard, brochure or store display. Much research has been done on the effects of adding colour – and the findings are astonishing:

A colour image sustains interest for up to 300 percent longer than an identical black and white image.

Information is communicated up to 70 percent more quickly and 77 percent more effectively when colour is introduced.

People are 55 percent more likely to pick up a full-colour mail piece first.

Using colour in a printed piece increases readership by up to 80 percent and readers pay attention up to 82 percent longer with colour.

Whenever possible, use four-colour to make the most dramatic impact. However, the infusion of a second or third colour takes black-and white text and images up a notch, too. Designers often manipulate colour to create interest and variety from a single image. Following are a few terms to help you know your options:

Spot colour –Adding one or more single flat colours to a printed piece. You can also create monochromatic (single colour) photos.

Halftone – A pattern of dots of different sizes used to simulate a continuous-tone photograph, either in colour or black and white.

Duotone – Created by printing a photographic image in two colours. They often possess greater depth and warmth than photos printed in one colour. Most are printed using a hue naturally dark in colour, like black or blue, and a naturally light hue, such as gray or yellow.

Mezzotint – Computer-generated reproduction of an engraver’s method which creates various textures and patterns to create artistic effects.

Adding colour to your printed pieces is one of the most powerful moves you can make.

And thanks to recent advances in printing technology, especially in the areas of digital printing and print-on-demand, colour printing is more cost-effective than ever. However, there are right and wrong ways to add colour. So keep these rules of thumb in mind:

1. Avoid using too many colours. Colour should be used as an accent that draws attention. If you have too many colours, the reader’s attention is distracted and diffused. 

2. Consider readability. Make sure your background and type colours contrast strongly; a message that can’t be easily seen is a message that won’t be read. The most legible colour combinations are black on yellow, green on white and red on white – which is why these are commonly used for traffic signs.

3. Be consistent. Whatever colour theme you choose, stick to it. Always use the same colours for your logo and company identity materials, and maintain the same colour usage throughout all of your printed promotional pieces and Web site. Consistent colour use encourages recognition and retention, maximizing the return on your colour investment.