Does the Use of Colored Paper Improve Response Rate to Mail Surveys?

Abstract

Although colored paper is frequently prescribed to enhance response rates of mail surveys, the results of previous evaluations of this technique have been mixed. We therefore, conducted a large-scale experimental study, mailing almost 20,000 questionnaires to members of seven different survey samples. Green, pink and white questionnaires were randomly assigned within each sample. When use of a cover letter and personalization of the mailing were controlled, neither pink nor green colored questionnaires were associated with significant differences in response rates for the aggregated sample or for any of the individual studies. Implications for the continuing use of colored questionnaires and other response enhancements techniques in survey research are discussed.

Key Words:

• Survey research
• response rate
• paper color