Red means stop. It evokes passion and excitement. Green means go. It evokes things fresh and new. Blue connotes reliability and cool quietness. There's no denying it: Color has near universal power. It carries deep associations and works at an emotional level.
Small- and mid-sized businesses (SMBs) are brushing up on the power of color printing because they need maximum effectiveness and impact when communicating with customers. In fact, research shows that almost half of SMBs are now producing color-marketing materials in-house.
Tips for Using Color
A recent study conducted by the Color Association of the U.S. featured prctical tips to increase the effectiveness of daily business communications through the use of color. Here are some key learnings from the study:
• A color's brightness and intensity are key factors in eliciting reactions and motivating employees or customers to act;
• While the essence of effective communication is simplicity, color connects a viewer far more directly than words or numbers;
• Multicolored graphic design adds credibility to a business and the use of provocative colors within multicolored designs signals that a business understands the needs of today's consumers and is flexible to their desires;
• Mixing and matching papers and textures in marketing collateral is an important consideration for maximum impact.
The report also states that it is important for businesses to move beyond standard corporate colors and consider colors that will influence specific target audiences based on gender or cultural traditions.
Unfortunately, there are some myths about color printing that are keeping small- and medium- sized businesses from using color in their communications. Many business owners perceive color printing to be too expensive. They also are under the impression that it's easier and more cost effective to outsource color-print jobs. Fortunately, a big budget isn't required to create a professional image.
Marketing on the Cheap
Here are some tips for creating colorful, effective marketing materials on a shoestring budget:
• Create a professional-looking logo. This will serve as the foundation for the company's image, particularly when selecting a corporate color scheme. A good logo gives businesses an immediate air of professionalism. LogoWorks (www.logoworks.com) is an excellent resource for small businesses that need help creating a logo. It's a relatively inexpensive online service that's fast and easy to use.
• Create and print marketing materials in-house. Office stationery, business cards, flyers, postcards, brochures and other collateral materials should reflect a professional business image. It's important to remember to create a consistent look and feel for all materials. With predesigned templates, it's easy and the marketing materials look great. Invest in a high-quality color printer, such as the HP Color LaserJet 2600n. This printer empowers small-business owners to create communications and promotional materials with affordable, high-impact color.
• Choose quality materials and supplies. Paper is often overlooked in the overall printing process; however, it plays an important role, along with toner cartridges and other printing supplies. High-quality paper really makes the colors pop. Hewlett-Packard offers a large selection of printing supplies for small- and medium-businesses such as the company's new ColorSphere toner, which provides for a much wider range of color than previous laser toners.
• Produce high impact presentations. Microsoft PowerPoint is the tool for most small businesses because it enables them to create compelling presentations to promote their businesses. For small business owners who have grown "template tired," a host of free PowerPoint templates can be downloaded at www.brainybetty.com. HP also provides a wide range of free online resources-including marketing templates and how-to guides at www.hp.com/go/inhouse. Additionally, HP Marketing Assistant Software is a simple step-by-step system the guides SMBs through the process of producing professional-quality brochures, flyers, presentations and postcards in-house, helping to save on design fees and print shop charges. This useful software is available both online and at retail stores for less than $100, or included for free with many new HP small business printers.
Whether producing in-office communications or customer-facing marketing collateral, the evidence is clear: Color is a must-have communications tool. The trick is producing top-grade, full-color documents that are timely, great looking, consistent and affordable.
Posted by Constance Wherrity on February 11, 2006 6:02 PM
| Permalink
