{"id":507,"date":"2014-04-30T14:12:06","date_gmt":"2014-04-30T03:12:06","guid":{"rendered":"http:\/\/deadreal.com.au\/ephemera\/?p=507"},"modified":"2020-11-17T11:24:23","modified_gmt":"2020-11-17T00:24:23","slug":"the-colour-chart-direct-mail","status":"publish","type":"post","link":"https:\/\/deadreal.com.au\/dead_paper\/the-colour-chart-direct-mail\/","title":{"rendered":"The colour chart direct mail"},"content":{"rendered":"<p><a href=\"https:\/\/deadreal.com.au\/dead_paper\/wp-content\/uploads\/2014\/05\/Colour-chart.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-508 size-full\" src=\"https:\/\/deadreal.com.au\/dead_paper\/wp-content\/uploads\/2014\/05\/Colour-chart.jpg\" alt=\"Colour chart\" width=\"337\" height=\"567\" srcset=\"https:\/\/deadreal.com.au\/dead_paper\/wp-content\/uploads\/2014\/05\/Colour-chart.jpg 337w, https:\/\/deadreal.com.au\/dead_paper\/wp-content\/uploads\/2014\/05\/Colour-chart-178x300.jpg 178w\" sizes=\"auto, (max-width: 337px) 100vw, 337px\" \/><\/a><\/p>\n<p>This one is quite neat because it\u2019s not what you might think it is at first glance. It looks like a paint colour selector \u2013 because it\u2019s meant to \u2013 but in fact it\u2019s a direct mail piece from a bank advertising its home loan. The giveaway is that fact that one of the reds is the corporate colours of the bank, while all the other reds have fairly banal reddish names such as Cherry, Rosy, Scarlet, the likes of which would never be used on a real colour chart.<\/p>\n<p>Also, on the reverse side, it tells you that it\u2019s from a bank.<\/p>\n<p>The piece is being used to sell the bank\u2019s limited time special interest rate offer, along the lines of while the painting can wait, locking in your home loan etc\u2026 OK, so it\u2019s not earth-shattering but I haven\u2019t seen it before.<\/p>\n<p>There are lots of ways in which potential customers might be urged to act quickly \u2013 racing for a finishing line, getting in before the doors close \u2013 so I like the subtlety of a simple DL-size piece that gets its message across using only shades of red.<\/p>\n<p>I\u2019ve written about \u2018red\u2019 as a <a title=\"The Qantas booklet\" href=\"https:\/\/deadreal.com.au\/dead_paper\/the-qantas-booklet\/\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">corporate colour<\/a> previously but, in this case it does appear that the red is a special \u2013 <span style=\"color: #d12421;\">PMS 1795<\/span>. It\u2019s interesting to see a corporate colour scheme being used in this way, as part of an actual marketing message, when typically the identity police frown on it being used for anything other than branding purposes.<\/p>\n<p>So hats off then for coming up with a clever concept for a direct marketing item, something which is all too easy to get <a title=\"The fake certificate\" href=\"https:\/\/deadreal.com.au\/dead_paper\/the-fake-certificate\/\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">wrong<\/a>. Plus, if you wanted, you could always use it to select a paint colour for that feature wall&#8230;<\/p>\n<p><a href=\"https:\/\/deadreal.com.au\/dead_paper\/wp-content\/uploads\/2014\/12\/Shredded-paper-grey-sm.png\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-513 size-full\" src=\"https:\/\/deadreal.com.au\/dead_paper\/wp-content\/uploads\/2014\/12\/Shredded-paper-grey-sm.png\" alt=\"shredded paper\" width=\"200\" height=\"158\" \/><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>This one is quite neat because it\u2019s not what you might think it is at first glance. It looks like a paint colour selector \u2013 because it\u2019s meant to \u2013 but in fact it\u2019s a direct mail piece from a bank advertising its home loan. The giveaway is that fact that one of the reds [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":508,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[13,10],"tags":[],"class_list":["post-507","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-direct_mail","category-dl-size"],"_links":{"self":[{"href":"https:\/\/deadreal.com.au\/dead_paper\/wp-json\/wp\/v2\/posts\/507","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/deadreal.com.au\/dead_paper\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/deadreal.com.au\/dead_paper\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/deadreal.com.au\/dead_paper\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/deadreal.com.au\/dead_paper\/wp-json\/wp\/v2\/comments?post=507"}],"version-history":[{"count":5,"href":"https:\/\/deadreal.com.au\/dead_paper\/wp-json\/wp\/v2\/posts\/507\/revisions"}],"predecessor-version":[{"id":1147,"href":"https:\/\/deadreal.com.au\/dead_paper\/wp-json\/wp\/v2\/posts\/507\/revisions\/1147"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/deadreal.com.au\/dead_paper\/wp-json\/wp\/v2\/media\/508"}],"wp:attachment":[{"href":"https:\/\/deadreal.com.au\/dead_paper\/wp-json\/wp\/v2\/media?parent=507"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/deadreal.com.au\/dead_paper\/wp-json\/wp\/v2\/categories?post=507"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/deadreal.com.au\/dead_paper\/wp-json\/wp\/v2\/tags?post=507"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}