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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The Conduit Theory in Practice – Speaker Willie Brown

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Willie Brown, the former speaker of the California Assembly, never intended to have a political career when he was born. Brown was raised in a backwater town named Mineola, Texas, in 1934, a time when Texas and the South were not particularly conducive to the career dreams of African Americans. To find a better path, his family packed Brown on a train from Texas all the way to California. There, with the help of a professor, Brown found his calling at a state University and earned a law degree from the prestigious U.C. Hastings. However, he was yet to prove his greatest accomplishment.

In 1964, after a second try, Brown gained a seat in the California Assembly. There, he learned simply being unique didn’t get him much. He had to learn how to be a useful broker. In that respect, Brown quietly learned from his legislative tutors like Jesse Unruh and Philip Burton how to become a pivot point, a conduit between the many who want something and those with power. Positioning through legislative committees, Brown went from being a name in the Assembly to eventually to becoming its Speaker, one of the top five positions in state government. Brown held that chair for fifteen years, only to then retire and become the mayor of San Francisco in his later years.

Becoming A Conduit Point

For a business, Willie Brown’s story is an illustrative one; you don’t have to be biggest, most powerful player on the market to become instrumental. Brown, as an African American politician in the 1960s, was clearly not in the position to leapfrog right away to leadership or the Governor’s office. However, he did find a position that everyone needed and had to go through to get something. By identifying how and becoming a conduit point, Brown secured his future, which is what successful businesses do in their market.

A conduit point isn’t just limited to being between end retail customers and suppliers. Conduit businesses can easily do the same in the business-to-business market as well, often producing far greater revenues than they would on the retail side of things. However, positioning can be a challenge. One needs to see the entire market, not just a segment of it. Getting to the forest level instead of the weeds allows a business player to identify all the connection points and where being a conduit has the greatest potential for producing revenue. It also shows what is needed to be successful in that particular position. Sometimes some potential conduits are too challenging, and others may offer too little in reward for the effort. Picking the right market position takes some experience, which means a business needs to research well and study peers, suppliers, buyers, competitors, and middlemen. No one in a given market should be left out.

Willie Brown was an intensive study of his legislative peers, which is why he was able to position himself so well. He also took lessons from those more powerful than him rather than fighting them, using that knowledge to become one of the powerful ones himself. A growing business can learn a thing or two from his life example.


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Tips for creating and designing a great looking and functional brochure from Print It Plus

Choosing the best, most productive ways to market and brand your business has become an increasingly complicated task.  Marketing budgets for most small companies are limited.  And with the continued explosion of the internet and the lessening impact of some other, more traditional forms of marketing, many business people have started to believe that you can abandon the traditional forms, including brochures, all together.

This kind of thinking on the surface may seem sound.  In reality, though, putting all of your marketing dollars into just the internet basket can prove to be a costly mistake.  Even today in 2014, you need to have something of substance to hand to potential clients that will get you noticed and help to build your credibility in ways that the internet does not.  A great looking and functional brochure can play an important role in your marketing strategy for engaging your clients and potential clients alike:

A well-constructed brochure:

–          Gives pertinent information about your company to potential clients.

  • Company information, including: website, phone number, tagline, maybe mission statement

–          Gives reasons that you are different and better than your competition

–          Gives information about other products and/or services that you offer that a potential or current client might not be aware of

  • Menu of services

–          Great way to showcase successful projects that you have already completed

–          Catches your eye with good, catchy graphics

–          More likely to get your client or potential client’s attention, which is half the battle in trying to get your marketing message across

–          The consumer wants to know what you can do for them… a good brochure conveys that message strongly and succinctly

The most important thing to include is what you can do to help them by using your company. Include information that customers ask you about your company.

Use Images that show customers what you can do for them.

Design Tips:

Select an interesting background or use an image that applies to your business. The colors should go along with your branding and allow customers to relate to the information.

Use bulleted items to highlight products or services.

Box off areas to break up text into relevant sections.

Use lots of photographs. The saying that a picture is worth a thousand words is really true. Not only does it make the brochure more appealing, it will keep your audience’s attention longer and allow you to get more of your message across.

If you are going to fold your brochure, you should consider that in the layout. Your “live area” margins should be at least ¼” on all edges and the space between each of the panels should be double the amount of your margin. You should never have wording any closer than the ¼”(live area).

IE: if you use a ¼” margin on the edge of the page, you should allow ½” between panels, if you use a 3/8” margin, you should allow ¾” between panels, etc. See diagram below.
brochure margins
brochure margins half fold

If you are going to bleed images like a background or color, you should make it at least 1/8” larger (on all 4 sides) than the sheet of paper. Cutting cannot be done on an exact line when we are cutting a stack of paper in a guillotine cutter. Giving us at Print It Plus the extra will insure your image will look great in the background.

Whether you need a Brochure, printing, digital printing, full color printing, business stationery and forms, memos, menus, logo design, promotional products, marketing and advertising design, mailing services (direct mail), website design and marketing solutions, Print It Plus is the place for you to bring your business in West Palm Beach, Royal Palm Beach, Palm Beach, Loxahatchee, Lake Worth and throughout Palm Beach County.

To learn more about Print It Plus, go to http://www.PrintItPlus.com