OKI launches Business Manager's Guide to Colour at GITEX 2005

"There is a large body of evidence that suggests adding red to invoices reduces payment times between 30 to 80 percent or that coloured documents in general average between 60 and 70 percent more response than black and white ones do. Even when a business manager uses the right content, typography and layout in his customer presentations, he'll have to work twice as hard to get his message across if the colours he is using puts off the customer from the start," said John Ross, general manager Middle East, OKI Printing Solutions. "Colour is not just a marketing tool but a business one-it is the first thing we notice and the last thing we forget."

OKI has tailored the guide for the region as it believes that Middle East organisations are missing out on business solutions that use colour intelligently to build benefit. In a region where bill payments are traditionally an issue and where customers make decisions on the spot, colour can provide a critical advantage.

In 2004, OKI Printing Solutions sponsored a research project that proved, for the first time, that human response to colour can be predicted, regardless of nationality, culture and gender. This would mean that businesses would be able to forecast consumer reaction to colours they use, and in today's brand-driven global economy, the ability to anticipate brand impact represents a huge business opportunity. The research was commissioned to investigate a theory introduce by Angela Wright, an established world expert on the subconscious effects of colour. The OKI Business Manager's Guide to Colour goes further into analysing this research report and providing useful guidelines for using colour in business.

"There is still a misconception in this region that colour printing is still an expensive hobby. This is not really the case anymore as toner-based printers today are able to produce colour documents quickly, consistently and cost-effectively and are hence able to help businesses communicate more effectively with their own customers," continued Ross. "The OKI Business Managers Guide to Colour provides some interesting insight into the practical uses of colour psychology along with some very useful hints and tips on how a business can actually save costs by printing colourful material such as presentations, brochures, newsletters, posters and letters in-house."

Visitors to GITEX 2005 can pick up a free copy of the OKI Business Manager's Guide to Colour, by visiting the OKI Printing Solutions stand in Hall1 at the British Pavilion.