rants

tag: testing


Pointing Fingers at Pantone 448C

June 18, 2016

We know colors can invoke different feelings or emotion, and therefore actions and behaviors. This is why fast food restaurants and their branding are typically bathed in red and yellow. This color combo can make us feel hungry and happy. Two cheeseburgers please! But what about the ugliest color in the world? What can it do?

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Candy is Dandy, But a Letter is Better

May 7, 2013

For those of you who don’t receive your monthly issue of Deliver Magazine, there is a great, little section featured toward the front of the magazine called “By the Numbers.” In bite-sized pieces, they give you some recent industry statistics to keep you in the know. In an issue of Deliver I came across an interesting statistic; taken from the DMA Statistical Fact Book 2012, Deliver shares with us the age range of consumers most likely to respond to mail piece is 22 to 24. Surprised? With the popularity of digital channels and social media coming out of our ears—or so it would seem—you may have been under the impression that this particular age group would shy away from “old-fashioned paper methods.” I immediately began asking questions to find ways to justify the statistic; For example, how much mail does the average 20-something receive? Perhaps they don’t receive a large volume of mail and therefore take a little more time to pick through and find relevance in the pieces they receive. Maybe a younger demographic finds a non-digital method refreshing and it becomes more likely to catch their eye. Hmm… Ultimately, I thought I’d seek out more support for this statistic.

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