There are certain color schemes which are
known to create a particularly appropriate condition of mind. For
instance, where quick action is wanted, a flaring color is
effective. Where pure sales arguments count most in stating a
proposition, blacks and whites have been found the most adequate.
Soothing colors, such as soft browns and blues, have been found to
appeal to the senses and serve to insure additional interest through
a pleasant frame of mind.
The right impression once gained, the style of the reading matter
must make the most of it. Many have hesitated to use the postal or
folder because they fear for a certain loss, through lack of
dignity, where the proposition demands an especially high-class
approach. But to some folders, especially of the letter variety now
in use, no such criticism could possibly be offered. Really fine
samples of these letters bear outside illustrations from photographs
or the work of the best artists. Their appearance outside and inside
is given every possible attention to create the impression of
distinct value. An appeal to the senses, as in the use of pleasing
colors, is a feature of their make-up.
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