You may be very familiar with that blue Valpak envelope that regularly arrives in your mailbox. Do you open it and look for deals? Or does it go right into the recycling bin? Valpak has been around for 40 years and now has 200 franchises in the U.S. and Canada sending 45 million homes that stack of coupons every month. They’ve opened a plant to consolidate all their printing in St. Petersburg, Florida, and they have a deal for online advertising with Google Maps. Instead of stuffing paper into envelopes like employees did in the early days, the printing plant’s machines wrap the envelope around the coupons. And that blue color? It was what the female employees picked early on as the most enticing, and focus groups continue to confirm it.