We take color printing for granted these days and that is good. Let me tell you why!
Color printing is the reproduction of an image or text in color (as opposed to simpler black and white or monochrome printing). We intuitively realize how powerful having color is in our everyday life. Color helps you do fast searches, detect main messages embedded in a long piece, select the right prescription medicine and much more.
Have you ever been to the doctor’s office, or the dentist only to be given a black and white form, that has been copied over and over to the point in which parts of the letters is missing? Wouldn’t you rather see a neat form which is entirely readable, that has clear indications that you see very easily because they are colored, or because a color printed background shows the full extent of the information required? Printing in color is the answer.
It transforms documents that people find difficult to read into enjoyable pieces that are easy to follow, and presents clear concepts, ideas and indicates steps to follow.
Text books for class use color printing to capture and hold your attention. Even 500-page books teaching the most abstract concepts in our world has turned to color printing. The reason is that color helps understand. Sure! The book costs a little bit more! But what you get out of it when you read it is much more valuable that the extra cost. Your customers will feel in the same way if you do the right thing.
Even among color printed pieces and decors, the reaction of the public in different places can be different. Jean-Charles Chebat and Maureen Morrin explored the effect of mall décor on the consumer perception of quality in a paper they published a couple of years ago*. What they found was that for English speakers, product quality grew with cool color décor, while French speakers found that warm color décor was perceived as of higer quality. This same type of experience occurs when comparing the perceived quality behind color printing.
Not to the degree that it used to be. Digital Color Printing permit taking full advantage of color printing at very reduced prices.
Resources: HEC-Montreal, 3000 Côte Ste-Catherine, Montréal (Qc), Canada H2T 3A7 and Rutgers University, School of Business, 227 Penn St., Camden, NJ 08102, United States