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Cost a key factor in using color, according to a new Zogby poll
January 13, 2009
 
ROCHESTER, N.Y., Jan. 13, 2009 -- Because of a long-held perception that color printing is expensive, most office workers think using a color printer for routine office documents is a luxury. That's according to a new survey about office worker print behaviors conducted by Zogby and commissioned by Xerox.

In addition, the overwhelming majority said they'd print in color if it cost the same as black and white printing.

That's possible with Xerox's Phaser 8860 solid ink printer and MFP, which lets customers print color guilt-free for the same price as their black and white printing. In addition to providing high-quality, vibrant prints, these products are extremely easy to use - no bulky, messy toner cartridges to change - and produce 90 percent less waste than traditional color laser printers.

Research shows that color isn't just pleasing to the eye, it's good for business. Color documents resonate far greater with people than black and white, and their content is understood more quickly and retained longer.

"We found that the Xerox [solid ink] printer was more affordable, and the maintenance of the printer was more affordable, as well, throughout the lifetime of the printer," said Kim Faber, event coordinator, The Catering Company. "And the quality that the printer produced is outstanding. We have been winning quite a few more bids with this particular printer." (Watch Video to see Faber, and other business owners talk about their solid ink experiences.)

Zogby Survey Stats:

  • More than half of the 2,100 respondents (53%) said they think printing in color is a luxury.
  • More than one third of respondents said the expense (35%) is the main reason they do not print more in color, and four out of five (82%) said they would be somewhat or very likely to print in color if it cost the same as black and white.
  • Two in five respondents (39%) didn't recognize the return on investment (ROI) value of printing in color - they strongly or somewhat disagreed that they spend time thinking about the places in their documents where color would give them more of an ROI.
  • About one-quarter of respondents say they most frequently print presentations/PowerPoint documents (28%) or those with graphs (25%) in color.

The Reality of Color Printing's ROI:

  • Color helps sell up to 80 percent more. Collateral materials, sales brochures and other consumer communications can help generate more sales with the application of color. (Source: Green, Ronald E., "The Persuasive Properties of Color", Marketing Communications, and Modern Office Procedures, "Grasp Facts Fast with Color")
  • Color increases readers' attention spans and recall by 82 percent. Safety notices, product guides and marketing collateral are more likely to be read and leave a lasting impression if they're in color. (Source: White, Jan V., Color for Impact, Strathmoor Press, April, 1997)

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