S.D. Warren Co., Boston, is in the midst of a six-part direct mail campaign to educate commercial printers on the benefits of its SpectraTech Printing and Business Papers. The second mailer, which will focus on the attributes of blue, will drop this fall. The first, Yellow: The Bright Choice, was mailed in the spring, and the remaining four colors are under development.
Each mailer contains samples printed in five different grades of each color and stock information for all of the company's papers. A study to measure the influence of color on the return rate of postal reply cards found that yellow generated a response 46 percent higher than white.