As the name suggests this type of flyer uses four basic colors the cmyk which is cyean, megentha, yellow and black. Four color flyers attract the customer no end as the colors sooth and quite him and arouse his interest. These colors are the basic and more and different colors can be added to woo the customer. Colors play an integral part in any flyer as they capture the customers attention and make him think some more on the flyer. Four color flyers have been around for quiet a while and they never fail to attract a customer. They are many advantages to four color flyers.

Advantages

• Capture the customers' attention
• Sooth and please him
• Make him read the flyer
• Create awareness about the company or product through the flyer
• Make him receptive to the message

Some of the disadvantages are

• They may be overly decorative and garish which will upset the customer and defeat the purpose
• They may distract the customers' attention from the message.
• Four color flyers may appear as a gimmick to the customer

Important considerations about colors used in four color flyers

As discussed earlier, four color flyers produce calming and soothing effects in the minds of the readers. Moreover, each color has its own significance. For instance, blue is considered as a gloomy color. This is how the expression “in the blues” came into vogue. There are also other meanings for the color blue. Many people say blue is related to a person with broad mindedness. This is because blue is the color of sky and sea. So the mind of the person will also be as broad and wide as the sky and sea. But blue is commonly known as a gloomy color. On the other hand, the color purple is reckoned as something very vibrant and positive. In Australian slang, there is one expression called purple patch. When someone is said to be in purple patch, he or she is enjoying a good luck. So purple or violet is referred as positive colors that will bring about good luck. Similarly red is used for caution and alert. This is the reason why medical symbol is in red color. The traffic signal is also red in color to make p eople alert. There are also several colors like black, brown, grey etc which are considered as corporate colors. These colors can be used for various marketing materials of the companies.