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8.02
Envelopes: Color
Color Coverage
DR marketers have tremendous fl exibility in how they can use color
(or do not use color) in envelope design based on what is best to drive
response.
• Envelopes can be white (no color, with or without copy, Monogram
or architecture).
• Envelopes can have full-bleed color, reverse-out Monogram and
text, using approved GE colors (See Section 4.0 Color Palette).
• Envelopes can have up to 50% color coverage with copy
appearing in reverse-out, but if the Monogram is used, it must be
reversed-out in white. Note that the only acceptable placement of
a reverse-out Monogram is on a full color envelope, respecting the
fact that DR specialists at GE may require extensive use of color to
drive envelope open rates.
• Color coverage should be in the same color as both text and
Monogram.
• Copy on color must always be reversed-out in white.
In-Market Testing
DR Marketers can engage in color exploration on envelopes to
determine eff ective techniques in encouraging open rates in highly
competitive markets. This can include both degree of color coverage
and use of dual or multiple colors. The last example on this page
illustrates a color test to explore varying degrees of coverage as
current guidelines state color must be less than 50% of the live
area or 100%, but nothing in between. All tests must be conducted
in controlled environments where response can be compared to
packages or components that are designed within the current brand
guidelines.
Direct Response Communications
Version 2.0
Page 71
Maintaining more
than 50% white
imagination at work
space, though the
sidebar eff ectively
draws attention to
call-to-action.
Red bar highlights
consumer benefi t
imagination at work
while maintaining
50% white space.
The proven
eff ective blue color
diff erentiates the
envelope, while
staying within the
GE Brand look and
feel.
You are Pre-Approved
Color coverage is
an optional design
GE Money
element.
In-market test
creative sample of
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an envelope with
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Presorted Standard
U.S. Postage
PAID
Downers Grove. IL
Permit No. 236
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