Colored stationery in direct-mail advertising

Abstract

To see whether it could improve its response to direct-mail advertising through the use of colored stationery, combinations of colored pieces, and placement of colors in mailing, mailings of samples to active duty military officers and enlisted personnel were systematically varied in these respects. Analysis of the per cent of returns to various color combinations, and to white-paper mailings, indicated that "the response to direct mail in this company cannot be improved through the use of colored stationery." (PsycInfo Database Record (c) 2025 APA, all rights reserved)