Brighten Your Small Business Brand with a Splash of Color Printing
Can color shape the way customers see your small business?
Visually speaking, certainly. People make snap decisions about the colors they see and where they see them, often without noticing. One study from the University of Winnipeg Department of Administrative Studies found color has a profound subconscious effect on our first impressions with products we consider purchasing.
Harnessing a color palette to empower marketing, however, may not be as easy as some would have you believe. Color preferences vary from one customer to another, so a lime green logo or a ruby red promotional advertisement will naturally attract some as quickly as it turns off others. After all, people like what they like.
That said, companies can control whether their color choices for marketing materials align effectively with an ideal brand perception they wish to broadcast to the world. How can small businesses leverage color to enhance brand identity and awareness?
Take a look at your logo
Color patterns in logos can say a lot about a company, but they can just as easily muddle a valuable message.
Its important to consider the audience at all times when choosing how to use color in your logo. Every organization targets marketing personas, or composites of people or businesses they believe represent key sales demographics. Part of the persona creation process involves establishing goals for these identities: what motivates them, what dont they like, how do they feel about the industry, etc. Logos visually introduce these personas, as well as flesh-and-blood customers, of course, to your organization before any transaction takes place.
When targeting younger consumers, a logo with neon colors and funky typefaces could be highly successful because it reflects their youthfulness. However, the same logo may appear unprofessional to reserved B2B customers. What does your logo say about you?
Analyze the messages you and your competition send with color
So, how can you ensure your color message stays on point from square one? First, make sure your color choices differentiate you from the rest of the market. Research your competitors and note not only what colors they use, but how they use them. For instance, if one uses green, purple and brown in its logo, specify whether it uses warmer or cooler shades and what effect the combination of these colors has on you. Deeper earth tones, for instance, may be an effective method for promoting eco-consciousness.
Next, perform the same color analysis on yourself. Are you employing colors that dont necessarily fit your message? How do the colors in your logo reassure your target audience and express value? How do they separate you from your steepest competition?
Finally, try to tell a story with your color choices, not just in logos but in all marketing initiatives. Returning to the earth tones example from before, mixing deep grays and greens with a sharp yellow subtly may say to customers, After searching far and wide for a solution, youve unearthed gold in my small business.
Get noticed with correct color combinations
Print marketing is a great way to reach a big audience as simply as possible, but choosing the right colors can be tricky. Take these tips to heart while designing your next batch of business cards, postcards, posters or brochures:
Find a print marketing vendor with high-quality equipment and affordable service
After conducting countless hours of research, pouring over color swatches, testing and retesting palette options, what could be worse than choosing a print vendor whose machinery cant match the exact hue you were hoping for?
Color alignment across all print marketing collateral demonstrates professionalism, so be sure to partner with a print vendor with the right technology for everything from vinyl banners to envelopes to business cards.