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What is the first thing you notice when you look around? You will probably notice that great sports car that just roared by. But before you notice what kind of car it is, you will register its colour. When you walk into a store and see a rack full of dresses, you will reach for the one in your favorite colour (no matter what the style is). When we walk into a room we notice the colour on the walls, the colour scheme of the furniture, and the decorations and we respond.
Have you ever walked into a room and thought it cold? Or have you entered one and thought it cozy and advising.When you want to feel happy, you will put on your best outfit in your favourite colour. But when you dress for a sad occasion, you choose muted and dark colours.
Colour is important. Studies prove that our brain is hardwired to respond emotionally to visual stimuli. Colours are the first thing our brain registers and responds to.
Just as important as colour is in our personal lives, it is important in creating a strong brand identity. Take a look at the figures below.
Some of the biggest companies spend millions of dollars on their branding and on studies about how their clients respond to specific colours. Often when clients ask me to design a logo, they have a specific colour range in mind. Almost always the colours they want are their favourite colours.
But these colours may not be to the best choices for a successful business identity and branding. The colours that make them feel happy may not be sending out the right message about their product or service. Since logo is one of the most important pieces of company’s branding (it is something that will be on all documents, letterhead, envelopes, and collaterals), it must be memorable. It must also trigger the right emotional response in your clients.
Look at the colours that Harley Davidson uses. The black, orange and white colours of their logo are no accident. The colours (in combination with the font style and graphic elements) say rugged, strong, fast, and masculine. Since the majority of people who purchase Harley Davidson motorcycles are still men, it sends out that message loud and clear. Imagine if the company chose to use pink instead of orange. It would not resonate with their client demographic and might result in loss of sales.
Choosing the right colours is an important process for BRANDING. Before we chose a colour scheme for your business, we need to learn about the product or service your company is offering. We need to know the demographic of your clients and understand the voice of your company.
Are you using the most effective colours for your business? Is your client’s emotional response what you want it to be? Only when we have gathered all this information can we develop a successful colour palate to ensure that your company’s branding is successful.
PAPER OR DIGITAL?
Even though digital has taken over our daily lives, traditional advertising still has a strong place in this world.
Digital and print advertising are very different even if they are aimed to reach the same goals.
Not every business will benefit from the same strategy. Who are your clients? Who is your message aimed at? Knowing your audience is the key to selecting the right strategy.
To some demographic print will resonate much better than digital. On the other hand, some targeted audience is much more prone to react to digital material.
In general though and healthy balance between both is the way to go.
Here some benefits for each to help you make your decision.
BENEFITS OF PAPER
Target Marketing – with paper as a benefit is knowingly choosing specific sources of information
Cost Effectiveness – although printed advertising may be considered more expensive than some digital marketing, with the advances in printing technology and the paper choices, the cost is a lot more manageable then it used to be.
Engagement – Our brain is wired to respond emotionally to items we can touch and feel. That alone increases the engagement value in any printed advertising material.
Longevity – digital advertising is a flash in front of our eyes by comparison to printed material. Printed advertising is easy to go back to and engage over and over again. Even when we are through with reading printed material such as magazine, often those magazines are given to someone else (we give them to doctor’s offices for example – where a brand new audience is seeing your advertising)
Credibility – because printed advertising is still a larger investment than digital, this material promotes a sense of trust and credibility. It shows that you are investing into your clients and that help in development of a solid foundation of a long-term relationship.
BENEFITS OF DIGITAL
Unlimited Reach – valuable content will be shared and reach a wide range of potential clients by spreading the word
Versatility – by choosing the right message and by targeting a very specific demographic (different demographics can be targeted by different message) you have ability to engage with your existing and potential customers in the best way to grow your brand
Growing Audience – with so many platforms to choose from we have barely scratched the surface of the number we can reach trough the right channels.
Data and Insights – unlike paper advertising (where we need to manually make an effort to keep track of how many people engaged with our material), digital marketing offer many ways to collect all the important data and see what your ROI is.
With all the different channels available to us in digital marketing and new platforms popping out every day, it can be overwhelming to chose what is right for our business. Because of that, many businesses tend to jump on the band wagon with each new option and just simply hope for the best.
Knowing your audience and your competition is the key to being able to chose the advertising strategy to maximize your return.
If your business is a surf shop, your audience will most likely respond to digital more than print. In this case, without discounting some printed advertising, your main focus should probably be on digital marketing strategy. However, if your target audience Baby Boomers, printed advertising is a more effective way to go. Studies show that 76% of adults of 55 years of age or older are newspaper and magazine readers.
Having said all that, for most business a multi-channel approach that leverages the unique benefits of paper with the convenience and accessibility of digital may be the best strategy.
Soooo…. Know your audience and competition… and if you have any doubts, turn for help to a marketing / branding expert.