What You Need to Know About Color in Design

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In a recent study conducted by KissMetrics.com, visual appearance and color ranked more important to consumers than just about everything else when viewing marketing materials. In fact, ninety-three percent of people who responded to the survey said that visual appearance (which color is a part of) was the most important factor they used when making a purchasing decision. Only six percent said texture, while on percent placed a heavy value on sound and smell.

Color and Marketing: Breaking it Down

Along these same lines, an incredible eighty-five percent of consumers said that color was THE primary reason why they chose to buy a particular product or service. It goes without saying that the right color design is the perfect place to start with your marketing materials.

In terms of your long-term success, one of the most valuable resources that you have available to you is and will always be your brand. It’s something that lives on long after a purchase is made. It’s the narrative and the set of strong, relatable values that are at the heart of your business. Additional studies have shown that the careful use of color can increase brand recognition by up to eighty percent, which, in turn, goes a long way towards increasing consumer confidence at the same time.

But What Do Colors Mean?

However, none of this is to say that your marketing materials should be jam-packed with as many colors as possible. Quite the contrary, in fact. Different colors have all been known to affect people on an emotional and psychological level in a variety of ways. Consider the following:

  • Yellow is often associated with optimism and youthful enthusiasm. This is why it’s often used to grab the attention of people like window shoppers.
  • Red is almost always associated with a sense of energy and excitement. In fact, red is a great way to create a sense of urgency in your readers (and when used right can even increase their heart rate, too!)
  • Black is considered to be very powerful and very sleek, which is why it is usually used to market luxury products.
  • Green is normally associated with wealth – which makes perfect sense because money is green. It also happens to be the easiest color for the human eyes to process, which is why green is often used to underline important information in marketing copy.

To that end, it’s important to use different colors depending on exactly what it is you’re trying to accomplish. Are you trying to highlight an upcoming clearance sale and want to create a sense of urgency? Make sure those fliers and posters have as much red on them as possible. Are you trying to attract the attention of a more sophisticated level of clientele, or do you want to positively influence the overall impression that people get when they see your products? Try using as much black as you can.

Color is a powerful tool when used correctly, but it’s important to remember that it is just one of many. But, provided your use of color matches up with both your audience and your long-term objectives, you’ll find that it can be a terrific way to put your campaigns over the top and start generating the types of results you deserve.


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Make Customer Loyalty a Bigger Part of Your Marketing Efforts

custLoyaltyIn the early days of your business, the goal of your marketing program was essentially a singular one: you tried to get your product or service in front of as many eyes as you possibly could. Once you’ve established yourself, however, it’s time to switch gears a little. According to most studies, it’s between five and twenty-five times more expensive to gain a new customer than it is to keep one of your existing ones. This means that if you’re not already making customer loyalty a significant part of your marketing efforts, it’s about time to get going on it.

What a Difference Customer Loyalty Makes

According to a study conducted in 2014, seventy-three percent of consumers said that loyalty programs should be the way that brands show loyalty to their existing customers. Regardless of which way you choose to look at it, even instituting a modest customer loyalty program can have significant benefits across your entire organization. It can help make your marketing more appealing to new customers, as well as lead to higher levels of engagement with existing ones. That engagement breeds retention, which research suggests creates a situation where your average customer will be up to five times more likely to only buy from you in the future.

Also, remember that increasing customer retention (which these types of loyalty programs are great at doing) by just five percent can boost your profits anywhere from twenty-five to ninety-five percent, according to Bain & Co. Let that sink in for a second.

Building a Customer Loyalty Program

When you begin to institute a customer loyalty program for your business, the biggest mistake you should avoid is one of perspective. Remember that what you’re trying to do is show loyalty to your customers, period. Far too many businesses make the mistake of assuming that this is a way for customers to show loyalty to a brand, which leads to the type of ill-advised thinking that generates bad customer service and only ends up with a program few people want to take advantage of.

Assuming that you’re “giving your customer the opportunity” to show loyalty to your business is how you end up in a situation where forty-three percent of consumers say that rewards programs require too much spending to reach the next level, or where points expire before they can be used, or where points are worthless because of all the restrictions they come with. Build a program that lets you say an emotional “thank you” to the people who got you where you are, NOT the other way around.

If you are going to make customer loyalty a bigger part of your marketing efforts, however, always remember the old saying that “variety is the spice of life.” In a survey conducted by Collinson Latitude, sixty-three percent of respondents said that having a wide range of rewards and offers was the single most important aspect that decided whether or not they would sign up for a loyalty program. So the occasional coupon isn’t necessarily going to cut it (pun absolutely intended).

Again, making customer loyalty a bigger part of your marketing efforts is, and will always be, about giving back to the people who helped build your brand. If you make every decision with this one simple perspective in mind, all of the other benefits – from increasing the value of each customer to engagement and long-term loyalty – will happen as a happy byproduct.


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A Creative Life Improves Creative Buying Processes

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There are more than a few steps involved in the buying process. When you integrate creativity into this process, this can lead to amazing business opportunities.

Incorporating creativity into the buying process means human experience should play a core role. Businesses prefer to partner with businesses they can relate to; ones they have a common goal with. This is why the human experience should always be shared when creating or redefining a company’s brand. The more relation a company can share with a distributor or manufacturer, the stronger the business-to-business and business-to-customer relationships will be.

So, how does a business owner go about integrating creativity into his or her lifestyle to improve the creative buying process? Fortunately, there are many ways company owners can embody creativity into their everyday life. Here is a close look at three of them.

1: Go on vacations

When a business owner does not have time to go on a vacation, this probably means he or she is working too hard. Operating a successful business involves all aspects of the company being conducted in a healthy manner, including its employees and owner(s). Going on a vacation allows the owner to indulge in his or her passions, which increases endorphins and serotonin and leads to the enhancement of creativity in the mind. Business owners often find their most genius ideas come to them while away from work.

2: Take chances

Business owners don’t become successful out of fear. Instead, they are willing to take risks. You’ll never know if a creative idea is going to work unless you try it. If you’re fearful about trying out a new creative idea, you can always turn to the support of your friends, family, coworkers, and any people you consider mentors. If you steer clear of taking chances, this is a sure way to kill the creativity in your life, which means creative buying processes will be at an extreme minimum.

3: Share your experience

The number one way to blend creativity into your lifestyle as a business owner is to share your experience with others who are striving to achieve the same goals you are. In doing this, you will receive valuable feedback that can help you steer clear of costly mistakes while at the same time learn about successful creative buying processes others are using that you can take advantage of.

Make sure you keep in mind the three tips mentioned above as you continue on your journey as a business owner. Creative buying processes are an essential part of managing any type of business, and as these processes improve, you will notice a substantial change in your capability to expand the services you offer to a wider range of customers because you will have more time and energy to focus on meeting your customers’ needs.


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5 Ballet Business Lessons You Should Make a Point to Learn

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Business has quite a few things in common with ballet. Ballet is just as demanding as business, although in other ways. To succeed as a ballet dancer, one must put in a lot of hours of practice. To succeed in business, one must put in a lot of hours of work. For both, plans and dances must be executed in a precise way or the result will not be ideal. Because of these similarities, several things can be learned from ballet that can be applied to business.

1. Create Your Individual Style

Although there are basic components of ballet that ring true, someone who develops their individual style and dares to try new things is someone who will go further than an individual who sticks to only the basic rules. The same is true in business. If you want to succeed, you must stand out from the crowd. Find your own path that is unique to your goals even though you will be utilizing the same building blocks as everyone else.

2. Continue Learning Throughout Your Career

A great ballet dancer never stops learning new techniques and new dances. They simply cannot stop after they have learned only one dance and be successful. In business, this is also true. You must continue to seek out education. Whether it is another degree or simply a class to help you hone in on a skill set, you should never stop trying to learn more and improve your abilities.

3. Practice Makes Perfect

In ballet, perfection is valued and coveted. To reach this kind of perfection, dancers will practice for days, weeks, months, and years on end. They understand that they have to practice to get better and one day achieve that perfection they desire. In business, the same is true. You may have success the first time you do something, but more often than not, you will have to try again. If you believe in a business idea, keep trying and practicing until you get it right. Practice does, after all, make perfect.

4. Know There is a Place and a Role for Everyone

In a ballet dance that involves multiple people, there is a role for everyone to play. Not everyone can be the main dancer, even if they want to be. Someone has to play the supporting role. In business, it is important to understand this because the same is true. Even if you want to be the top dog on a project or in a company, you have to understand that sometimes you simply have to play another important role.

5. Develop and Build Trust

Trust is a huge component of ballet, especially if you are dancing with a partner. If the two partners do not trust each other, it will be apparent, and the dance will not be as beautiful. In business, it is equally as important to trust your partner. Otherwise, you may not give much effort to the project, or you may hold back and cause the business to suffer. Build trust with those you work with and the business will prosper. Choose not to trust, and it can crumble, just like a ballet routine.

There are several parallels between ballet and business. These lessons learned in the ballet circuit are important because they strengthen the dancer. Learn from these lessons, and you will become a stronger individual in the business world as well.


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How to Court the Younger Generation: Creating the Future of Your Business by Marketing to Millennials Today

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In the world of marketing, there’s a natural instinct to go after certain segments of the population when marketing because those are the ones that spend the most money. That may be good for short-term gains, but any business worth its salt will always be thinking about the future. And regardless of the industry, the future can be summed up in one beautiful little word: millennials.

Commonly defined as anyone between the ages of 18 and 34, or those born in 1982 and up, millennials outnumber baby boomers by roughly a half a million people. They’re the largest generation in the country right now and, make no mistake, the one that the very future of your business will be based on. If you want to court the younger generation and create a solid future for your business, you’ll need to keep a few key things in mind.

Treat Them as Equals

No consumers like to be talked down to or told what to do – but this is especially true with the younger generation. Millennials can absolutely sense “marketing speak,” so don’t think that is going to buy you a whole new generation of customers, either. According to one study conducted by Kissmetrics, 89% of millennial buyers trust recommendations from friends and family members MORE than any claim that a brand could make.

Use the same tactics that you’ve been using to win over older generations, but reconfigured for a younger audience. You should still be putting helpful, relevant content that appeals to the people you’re trying to attract out into the world, but keep in mind that what is relevant to a 20-year-old isn’t necessarily the same thing that’s relevant to a 65-year-old. Buyer personas are going to be hugely valuable in this regard to help guarantee your eye is always “on the prize.”

You’re a Combination Marketer Now Whether You Like It Or Not

Marketing to specific groups of people has always required putting your efforts to where those people actually are, and millennials are no different. Millennials are nostalgic about direct mail and appreciate personalized invitations and advertising they can hold. Likewise, according to a study conducted by Nielsen, more than 85% of millennials own a smartphone. That means your digital marketing needs to marry with your print marketing for the best way to meet your audience where they’re at.

When used together, print and digital marketing successfully target that coveted younger generation. Think digital with a smartphone-based loyalty rewards program, and connect that program to your direct mail campaign. Social media is another obvious example. Tie your social media efforts with posters, envelopes, and more to create the best of both worlds.

At the end of the day, it’s important to remember that no business – regardless of what it is – is time-proof. If you focus all of your efforts on one particular age range or demographic, you run the risk of accidentally making yourself irrelevant when that group invariably ages out of the product or service you’re offering.


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5 Words from Print It Plus in Palm Beach That Can Change Your Business TODAY

Behind the scenes of your business, you make products or deliver services. But on the front lines, where interactions with customers occur, you have to deliver more than that in order to have a dynamically growing company. You must deliver a promise and hope.

The promise revolves around the benefits your actual products and services deliver. The hope is what can set your business apart from all the other companies that promise to deliver the same things you do.

People want to believe in your company and what you can deliver, but many have become jaded due to the culture of over-promising and under-delivering that is all too common in the marketplace. To get past this wall of skepticism, you have to deliver more.

Companies like Coca-Cola, Apple, Starbucks, and Disney World took off when they figured out they were selling much more than a soft drink, computer, coffee, and theme park rides. These businesses understood that in order to stand apart from their competitors, they had to tell their brand stories in a way that resonates with customers.

Coca-Cola sells refreshment, happiness, and harmony. Apple sells a delightful user experience to consumers in a hip, cool way. Starbucks sells the “third place experience” — a place to get away outside our home and business. Disney World sells memories that last a lifetime.

The common theme among the great brands of the world is that they have found a way to transcend beyond their products by asking this simple, yet powerful five-word question:

What are we really selling?

People aren’t really interested in what you sell, but they may be very interested in the benefits you can deliver. These benefits in turn must be told in a way that attracts and connects with your target audience.

At Print It Plus, we realize we are not just selling printing, color printing, website design, direct mail, eddm, color printing, offset printing, postcards, promotional products or marketing and advertising plans. What we are selling is a 25-year track record of expertise and superior client service that has helped to make our clients successful time after time no matter what job we work on with them.

How You Can Apply This in Your Business?

You’re probably thinking to yourself that this may do wonders for big brands, but how does it apply to my small business?
• Take a step back from the day-to-day operations of the business, and think about what you’re really selling. Railroad companies thought they were in the rail business, when they were really in the transportation business. Think about the larger implications around the results you deliver to your customers.

• Next think about this question: What do my customers really want from our products and services? Ask your best customers why they really do business with you. Look for common themes in the answers.

• The final step is to take the concepts you’ve arrived at and focus on what would move your best prospects to buy what you sell. Put yourself in their shoes. Ask some friends and associates if your idea would move them to act. Then test your ideas by presenting them in your ad copy in print, on the web, and in all your other marketing channels. Test until you find the winners. The sales result will show which one is the winner.

Take these five words: “What are we really selling?” Print them out and put them in a prominent place you can see every day. Your answer to the question will form the core around which your business and your marketing should revolve. Answer this five-word question in a way that exceeds the experiences your target market is seeking, and you’ll see your business grow like magic.

To learn more about us, go to http://www.printitplus.com. Have a Happy and Healthy Thanksgiving!