Test everything !

One of my “88″ is that you should never leave to chance anything over which you can exert some control.

Yes, you should test everything, of course, but there is more to the story.  Sometimes some of the most subtle are also very potent determiners of your customers’ responses.

As a part of the consideration of typography is the testing of some of its components.

42. Test color!
43. Test typeface!
44. Test font!

Yes, the color of print, the typeface–the shape of the letters–and the font–print size–are all important elements of the psychology of visual perception.

The color of the ink of a headline can change the responsiveness of the customer to the headline.  Of course, with a printed piece of material, the expense of printing will be less if it is in all black.  The temptation is to do it without color.  With web-based applications the change of color costs little.

I urge you to test the color of headlines first.  I have seen changing a printed piece from all black to a piece having red headlines produce four times greater response!  Some website owners have seen greater improvements.

Incidentally, some people with websites have found that red headlines and blue headlines produce about the same increased response over black headlines.

Remember, if you are not testing your marketing regularly, you must consider that you are wasting a good bit of money AND foregoing increased sales.

In the pursuit of more and better businesses!

How can I help your business?

To your business success!

Paul Elliott

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