Survey Says Small Businesses Work Better With Color; More Than 90 Percent Of Small Businesses View Color As Valuable, Says Xerox/ICR Survey
June 24, 2003 08:03:00 AM ET
WILSONVILLE, Ore.--(BUSINESS WIRE)--June 24, 2003--Small businesses that want to get ahead of the competition should try adding a splash of color to their office documents and marketing materials. According to a new survey by Xerox Corporation XRX and International Communications Research, the majority of small businesses not only own color technology but also view color as a critical business tool.
More than 90 percent of the 1,013 U.S. small businesses surveyed agree that using color in their office documents and marketing materials have helped them attract new customers, present an image of impressive quality to their customers, and make a memorable impression.
In addition, 84 percent of the respondents say greater consideration is given to their ideas and proposals when they are communicated in color. And at least eight in 10 small business owners believe the use of color documents adds value to their bottom line by:
-- Making their company appear successful (83 percent).
-- Enhancing employee creativity (83 percent).
-- Giving them a competitive advantage (81 percent).
"With years of expertise in the science of color imaging, Xerox has known that color can be an essential enabler for businesses of all sizes. We conducted this survey to help pinpoint the extent that small businesses value color," said Rob Stewart, vice president of color marketing, Xerox Office Group. "The results overwhelmingly indicate that small businesses not only understand and appreciate the benefits that color brings to their business, but also are using it to work smarter."
According to the most recent U.S. Census, 98 percent of U.S. companies are small businesses with fewer than 100 employees.
The majority of small businesses surveyed - 66 percent - have the capability to produce color documents in their workplaces, with most of those companies saying the lack of color would be an inconvenience. Also of note, small businesses in the northeast were the most likely to have color capabilities, with 72 percent currently able to produce color documents. The north-central region of the U.S. proved to be the least colorful, with 55 percent of the small businesses reporting in-house color capabilities.
Color also plays a role in how small business managers view their operations. When asked what color best describes their business over the next year, 26 percent of respondents selected blue, while 19 percent predicted their business would have a green or red year. Blue is also the most prominent color used in small-business logos, with red and black following as the second and third most-used colors, respectively.
"In today's economy, with so many small businesses competing for a share of their markets, companies need to be aware of the simple, affordable tools that can be used to successfully portray and run a small business," Stewart said.
International Communications Research, a leading independent research firm based in Media, Pa., conducted 1,013 interviews with small-business owners or managers with fewer than 100 employees. The survey has a margin of error of +/- 3.1 percentage points.
NOTE TO EDITORS: A series of graphs and charts of the survey results as well as more information about Xerox is available at www.xerox.com/news. XEROX(R), The Document Company(R) and the digital X(R) are trademarks of XEROX CORPORATION.
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