The Color Boom

"Right now, we can't keep up with the people who want to do things in color that they couldn't do before," he says.

To illustrate the value of color, Fulcomer describes an experiment his shop conducted with the NexPress 2100.

"We sent out a black-and-white flyer offering some freebie, and we got a 10 percent response. We sent out the same flyer in two-color and got a 22 percent response," he says. "When we sent that same flyer out in full color, we got an 89 percent response."