Tuesday, May 27, 2014

Color in Advertising + Print: Are You Sending Hidden Messages?


A printed marketing piece -- whether a brochure, flyer, catalog, or letter -- contains many design components. From margin size to font, use of white space to size and type of paper, the elements that go into a printed piece require much consideration.

But when it comes to color, marketers all too often make choices based on personal preference, anecdotal evidence, or even hunches.

However, people actually devote time and effort to studying this stuff; researchers have uncovered a large body of quantitative data about the many ways color affects consumer behavior. Their findings can help inform color choices, so printed projects can better reach their intended audiences.

How Important is Color in Marketing?

In a nutshell: Very.
  • A study by the Seoul International Color Expo found that almost 93 percent of consumers said visual experience is the most important factor when it comes to purchasing. Of these, almost 85 percent listed color as the major factor. 
  • Even more impressive, a report from the Institute for Color Research notes that most consumers make a judgement about a product within 90 seconds of first seeing it and that color accounts for 62 to 90 percent of their initial impression. 

Color is also Key in Branding.

A University of Maryland study found that using a consistent color palette increased brand recognition by a whopping 80 percent! Why?!

It's all about brain chemistry; our neurocircuitry is hard-wired to respond to color. Multiple studies indicate that color significantly improves mental processing, storage, and memory. And if you're still not convinced, consider that colorful ads are read 42 percent more often than black-and-white ads. Readers also tend to spend more than twice as long lingering on a colorful ad than on a black-and-white ad.

These numbers aren't exactly ambiguous -- color matters (a lot!) when it comes to marketing. But which colors are best?


Color Choice for Intended Results


While each individual reacts to colors in their own way, research indicates there are some common themes associated with colors. In fact, certain colors actually trigger biological responses, some of which improve attention and evoke emotions.

Red: 

Studies indicate that consumers tend to associate red with attention, vigilance, excitement, stimulation, and enhanced concentration. When products are featured on a red background, readers tend to have more positive thoughts about the product if specific descriptors are used, rather than creative or evocative language.

Blue: 

In contrast, readers preferred emotive, creative descriptions for products featured on a blue background. The cool color blue tends to elicit feelings of calm, safety, and openness, which can open the door to creative expression and exploration.

YellowOrange

Like red, these warm colors evoke feelings of excitement and attention. Orange tends to be associated with extroversion and energy, while yellow is often seen as optimistic and friendly.

Green + Brown

Both green and brown are associated with nature, making these colors effective for outdoorsy, rugged, or natural products or campaigns. In addition, green is associated with security, while brown is linked to seriousness.

Pink + Purple

Pink and purple both evoke associations with femininity and sophistication. Purple also connotes luxury and authenticity. [Which is great for us at Plum Grove!]

Black: 

For the ultimate in elegance and sophistication, nothing beats black. Glamor, power, dignity, and high-fashion are all evoked by the use of black.

White: 

As the absence -- or complete reflection -- of all colors, white evokes feelings of purity, simplicity, and cleanliness. It's also associated with happiness and peace.

When choosing colors or combinations for your print ads, keep these associations in mind. Select colors that support your messaging, rather than subconsciously undermining it.

Until next time,

Peter "The Printer" Lineal
Founder/CEO
Plum Grove
2160 Stonington Avenue
Hoffman Estates, IL 60169
Ph: 847.882.4020 Ext: 133
www.PlumGrovePrinters.com
PeterL@PlumGrovePrinters.com

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Printing, Marketing & Promotional Products with Powerful Execution.

Sunday, May 4, 2014

Connect With Your Clients

No matter how great your product or service is -- and we know it's great -- clients still make buying decisions based on emotions. Sadly, most businesses don't strive to create that personal connection that influences buying behavior. When it comes to effective sales and marketing approaches, building relationships with customers is key. But how can you bring that all-important personal touch to every transaction and really make your business stand out?

These best practices will help you nurture personal connections with customers and build brand loyalty.

Ask First, Sell Later

Before you jump right into a standard sales pitch, take the time to ask your customers a few questions. More importantly, really listen to their answers. A bit of gentle probing will help your client articulate exactly what it is they need. That, in turn, will allow you to clearly explain exactly how your products or services will solve their problems.

This way, you're not simply pushing something that they may or may not really need or want. Instead, you're taking their unique situation into account and providing a personalized, customized solution. At the same time, you're building rapport by creating a personal interaction that's so important.

Again, really listening is key, and really caring is best. While your customer is speaking, stop what you're doing, take a breath, and simply listen. Don't attempt to think ahead and formulate answers before they're finished talking. Remain in the moment, and place your full attention on them. They'll notice the difference!

Quid Pro Quo

Keep on building that relationship by offering some personal information about yourself, too. Don't worry. You don't have to give out your Social Security number or your home address. In fact, avoid TMI at all costs. Sharing just a bit will humanize you to your customer. Talking about where you where born, a common hobby, a sports team, or even a recent movie you watched or book you read can make a real impact.

Scientific studies support this strategy. A 2009 study in the Journal of Consumer Research found that customers were more likely to buy -- and to be happy about their purchase -- when a salesperson shared personal info like a birthday or a birthplace.

But don't fake it; the study also found that creating similarities where none really exist simply to make a connection tended to backfire, especially if the customer found out later that the salesperson wasn't being forthcoming.

That Personal Touch

Sending a handwritten note or postcard is a great way to ensure that your business stands out. Handwritten communication proves beyond a doubt that you've taken the time to sit down and make an effort, which makes your customer feel valued. Try to include personalized content in each note to really make an impact.

These simple steps will help you build that human connection that's so key to driving sales and customer loyalty.

All the best,

Peter "The Printer" Lineal
Founder/CEO
Plum Grove
2160 Stonington Avenue
Hoffman Estates, IL 60169
Ph: 847.882.4020 Ext: 133
www.PlumGrovePrinters.com
PeterL@PlumGrovePrinters.com

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Printing, Marketing & Promotional Products with Powerful Execution