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The use of color in print advertising is probably one of the topics we're most frequently asked about during our live seminars.

Is it worth it? Sure, good use of color can attract more readers, make them feel more comfortable about your business, products, and services, and may result in an increase in response rate of 40%-60%.

But keep in mind that color is only one small piece of the response equation. In fact, we create black and white ads that get a dramatic response all the time. Color certainly won't, for example, make up for a poorly planned ad strategy, or too small an ad, so make sure you've done everything right in those areas first before adding color.

Next: Spot and process color


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