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December 7th, 2017

As business owners, you have many, many options when it comes to your printing needs. One decision that you make regularly is whether to use a local printer. Using a local printer has many benefits over using an online service provider.  Here are three reasons why it’s better to go local!


November 6th, 2013

Boise State Football: Broncos’ 3 Most Likely Bowl Opponents

With the win against Colorado State last week, the Boise State Broncos quietly became bowl-eligible. With the high standards the program has set for itself, however, it is no wonder there has been little fanfare concerning the matter. Still, with just three regular-season games left on the schedule for Boise State, it seems only appropriate to initiate the bowl game opponent conversations.

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November 6th, 2013

Hey check this article : Red Sox Win World Series and Dominate Social Media – Social Times (blog) on Socialtimes

Just before the World Series got underway, we shared an infographic about how to connect with the teams. It was clear from the beginning that the Red Sox had a winning strategy for social media engagement and, in the end, they took the 2013 World Series Championship title as well.

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September 18th, 2013

Boise printing Service experts at ESP Printing and Mailing know that COLOR influences object preference in many situations. Have you ever wondered why some people prefer certain colors while other people do not? The Boise printing team understands that certain colors can stimulate the mind, recall memories, cause people to relax, and even make some people stressed out or angry. That is the reason you need to work with our team when you want to design, print, and mail your next direct marketing campaign.

“Color preferences are deeply rooted emotional responses that seem to lack any rational basis…”

Here is a great article I found about psychology and color published by R. Douglas Fields in The New Brain. 

The current Food and Drug Administration concern that artificial food dyes could increase hyperactivity in children and cause other health hazards raises a simple question:  Why do we put these things in our food?   These artificial chemicals have no food value.  They are not added for the chemical reactions they produce.  They are added to food simply because the chemicals are colorful.  The explanation for this behavior must be rooted in biology or psychology. Would you drink brown tomato juice?  If given a choice, most likely you would refuse the brown tomato juice in favor of the same stuff doped with an artificial chemical that stains the juice bright red.  Even though you know that the brilliant red color of tomatoes fades with time after caning, and you know the red colored artificial chemical does nothing for taste or nutrition, you can’t help yourself from consuming the adulterated juice instead of the faded colored juice in its natural state.  Is this rational? Color preferences are deeply rooted emotional responses that seem to lack any rational basis, yet the powerful influence of color rules our choices in everything from the food we eat and the clothes we wear to the cars we buy.  For some people, owning a green car is unthinkable.  These shoppers will gladly pay hundreds of dollars more to obtain the vehicle in a different color, or they will reject the green car and select an entirely different automobile in a color they favor.  We all do this even though the color has absolutely no influence on the performance of the automobile.  Yet oddly, someone else will feel exactly the opposite about buying a green car.  These individuals will gladly pay a premium to purchase a vehicle in the shade of green they adore.  We like to think of ourselves as being rational, but in fact we are ruled by the unconscious and mysterious power of color.  Where do our color preferences come from? In an essay in 1973, Biologist Theodosius Dobzhansky, famously observed that “nothing in biology makes sense except in the light of evolution.”  Psychologists Stephen Palmer and Karen Schloss of UC Berkeley, apply this viewpoint to the question of color preference in an article published in 2010 in the Proceedings of the National Academy of Science.  They tested the theory that human color preference is adaptive; that is, people are more likely to survive and reproduce successfully if they are attracted to objects with colors that “look good” to them, and they will avoid objects with colors that “look bad” to them.  The idea is that the more experience-based feedback that a person receives about a particular color that is associated with a positive experience, the more the person will tend to like that color.  They proposed that in general, people should favor colors associated with clear sky and clean water (blue and cyans for example) and be repulsed by colors associated with negative reactions (brown, for example, which is associated with rotting food and feces.) To test this, they studied 48 participants who were asked to rate 32 colors in terms of how much the participant liked the color.  The results showed that brightly saturated colors were preferred over the same hues that were muted or pastel, but not all colors were equally favored.  Brown and olive green were significantly less preferred than orange or yellow.  Bright reds, blues, and green, were the most higly favored colors.  The results of the study produced a sort of “color wheel” ranking of the 32 colors, but it’s not the color brown that repels us from drinking brown tomato juice.  Brown colored chocolate milk does not evoke the same psychological revulsion.  The problem with this test is that the colors were not associated with objects. The researchers then showed 74 subjects each color swatch against a gray background and asked them to write as many descriptions as they could about objects that typically have this color.  Brown might be associated with dirt, or red associated with an apple, for example.  This now produced an association between 222 objects and their colors.  98 other participants then read the 222 object descriptions in black text on a white background and were asked to rate how appealing each object was to them.  No color was mentioned.  For example, an apple might rate higher in appeal than dirt.  Now the researchers had a ranking of how appealing 222 objects were from one group, and a ranking of colors that had been associated with the objects by an independent group. Now the researchers showed 31 new observers the written descriptions of the objects together with a color to which that object had been given, and asked them to rate the strength of the match between the color and the described object on the screen.  The “color wheel” preferences produced by deriving the colors from the relative preferences for the objects that had these colors, matched perfectly with the first group’s “color wheel” preferences that were produced on the basis of looking at pure swatches of color without any object associated with them.  The conclusion is that color preferences derive from our preference for the objects that typically have these colors. But is this color preference hard-wired by evolution or learned?   Interestingly, the researchers found that Japanese color preferences were different from American preferences, suggesting a cultural influence on color preference. Colors influence object preferences in many situations in modern life, for example house paint, clothes, and furniture.  Our individual preference for a particular color associated with these objects (a living room wall or an automobile) will be produced and reinforced by the positive feedback associated with the object and the color it has.  Everyone has a somewhat different life experience, and so as people increasingly experience pleasure in something they bought in a particular color, they will tend to chose similar objects in the future with the same color.  This leads to a self perpetuating situation. So if you had never seen anything but brown tomato juice, these results predict that you would shun the red-stuff in favor of the brown.  In fact, you would welcome the food manufacturers doping your drink with an artificial chemical to make it even browner.

September 4th, 2013

Boise Printing and Mailing Service providers at ESP think you should know some interesting things before you choose your nest marketing strategy. Some are just fun facts and others may change your mind about how you advertise your business.  Did you know these facts about the following global industries?

  • The Music, Movie, and Video Game Industries combined are a $164 billion dollar industry.
  • Network Marketing is a $167 billion dollar industry.
  • The Automobile Industry is a $432 billion dollar industry.
  • Online Advertising is a $47 billion dollar industry

BUT even more amazing than these numbers is what Boise Printing and Mailing Service, ESP wants you to know about the printing industry.  According to a recent press release from, the printing industry is a $640 BILLION dollar industry and drives an additional $3.8 TRILLION in related services while as you can see above, the online ad industry by itself is $47 billion. Think of how you could use both print and online marketing to reach your customer and generate more revenue!

Business printing grows 6.8% annually world wide and 45 trillion pages are printed annually. While that seems like a lot of paper, it is also true that 70% of print advertisements are printed on recycled paper, 60% of the power needed to print is supplied by on-site renewable energy sources, and 50 million tons of the paper is recovered annually from recycling.

You might be wondering, “How does PRINT GROW TREES?

Print and Tree advocate, Kerry C. Stackpole, CAE President of Printing & Graphics Association MidAtlantic (Print Grows Trees), says, “Nearly 60 percent of these forests are privately owned, and as owners age, this land is being divided, sold and transferred at an alarming rate, often for urban development. The critical question we need to ask is: How can we help private landowners hold on to and sustainably manage these rich ecosystems that supply us with clean air and water?”

The fact is that when landowners have a financial incentive, they will grow more trees to replace the ones they cut down and even where there currently are no trees. There are a lot of misconceptions out there. Many believe that by using less paper, trees will be saved, when the facts show that print on paper actually helps to grow trees and keep our forests from being sold for development.

I hope you take some time and do more research about the benefits of printing. Look at your next campaign with both a financial and environmental point of view. Continue to come back to this blog to find out more information about printing at Boise Printing and Mailing Service, ESP.

Until next time…


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