The effect of color in direct mail advertising

Abstract

572 varied colored post cards (yellow, blue, cherry and white) were mailed to members of the Kansas State Alumni Association (notifying them that their annual membership was expiring). The rank order of returns was (1) yellow 50.7%, (2) blue 46.1%, (3) white 40.8%, and (4) cherry 38.6%. Using chi squares, calculations indicated that the null hypothesis of homogeneity must be accepted, and it is concluded that no difference in "pull" was found due to the use of color. (PsycInfo Database Record (c) 2025 APA, all rights reserved)