The Color of Credit
A few months back, my colleague Ken Magill wrote about a mailing he received for the
Visa Black Card.
My husband received that mailing too, and like Ken, we thought it was fairly ludicrous.
I always thought that the color of money was green. But judging by the Black Card and two other mailings we recently received, there are apparently many other hues.
(I’ll note here that all of these mailings came to my husband, who is fairly unresponsive to direct mail.)
Do men in general respond to color-related marketing pitches than women? Chase seems to think so. First, he received an offer for the “Slate with Blueprint” card. The copy tells us that Blueprint is “unique.” (The “u” in Blueprint is highlighted to prove how unique it is, even.)
The pitch here is that you can break down your purchases into those that you wish to pay off in full each month, and those that you choose to pay off over time. I guess they thought the drab grey implications of “Slate” were suitable for those looking to pay down large debt?
Going to a brighter part of the spectrum, a few weeks later Chase sent us a pitch for the “Sapphire” card, which promises to be Chase’s premier rewards program, full of travel perks, dedicated live advisors and all sorts of goodies. Naturally, there’s a price for all this bright blue love
