The Power of Color

There has been much research on the power of colors, what they mean, and even how it effects mood.  Although color preference can be altered based on experiences and culture, it plays a very important role in advertising/branding.  Most consumers will make a decision about a brand based on the image that is created and color is an important part of that.  When choosing colors to advertise your business it is important that the colors you choose align with what image you are putting forward.

 

Red is usually associated with excitement.  It is has great visual impact, which is why red is used for traffic lights and stop signs.

                             

 

Green is seen as a peaceful color and often is associated with nature.  On the other hand, green is also associated with money and finance.

       

 

Blue is a universally loved color between genders.  It promotes feelings of calm and reflection (think sky and water).  It is also associated with intelligence and trust.

                          

 

Yellow is often seen as a friendly color, especially in bright shades.  It draws the attention of the viewer and as such many road signs are yellow. 

     

 

Orange also evokes the cheerfulness of yellow, but it also has the intensity and endurance of red.

     

 

Purple expresses different ideas/meanings.  It is often used with royalty and thereby correlates to quality and luxury.  It is also the color of the cosmos, which provokes spiritual awareness and truth.

          

 

Black is all colors absorbed, or the absence of color, but it also has its place in advertising.  Black brings about feelings of sophistication and glamour but also security and substance.  It is identified as a color of distinction, as used in “black tie affair” and clarity, as in seeing something in “black and white”.

          

 

White is all colors reflected and is also very useful in advertising.  It can be associated with sterile environments but it also evokes thoughts of purity and innocence.  The luxury market often uses minimalism design, which depicts professionalism and elegance.  This look is created by taking advantage of white space.

 

Choosing colors is an important part of the advertising process.  The colors chosen should attract the viewer and tell them what they need to know about your business.  If you already have the design you want, let Target Printing bring it to life!  With our cutting-edge technology we can provide accurate proofs and quick turn around time.  If you need assistance in design, our team is dedicated to make your visions a reality!  We deliver consistent, high quality printing to reflect you.  Give us a call today.  (501) 663.9491

 

Is Print Media Still Effective?

In today’s digital world, the question is often asked: “Is print media still effective?”.  I recently read a blog post on foliomag.com, written by Josh Gordon, that answers this question perfectly:

 

 Angie, On Why Angie’s List Publishes a Print Magazine

Angie Hicks Bowman, co-founder of the home service rating company that carries her name, is one of the smartest marketers I have ever interviewed. She started her company as “Columbus Neighbors,” personally going door to door in Columbus, Ohio to sign up members and collect ratings on local contractors. After her first year of door knocking, her company had 1,000 members. Today, that number is over 1.5 million paid members.

When my wife Lynn became an Angie’s List member, a monthly print magazine started showing up at our Brooklyn brownstone. I was intrigued. In a time when many marketers are scaling back print magazine marketing investment to favor digital media, here was a prominent digital content company publishing a print magazine. Retro marketing? Not on your life. In an interview with Angie I found her rationale for using print magazines so rooted in common sense I wondered why no one had thought of explaining it her way before.

When I asked Angie why she is sticking with print magazines she said, “I think people interact with print publications differently than they do with online content. Angie’s List is essentially a problem solving service. When people say, “Oh, I need a plumber” they come to us. But our print magazine allows us to interact with members when they are not in need of a plumber.” Angie added that her magazine helps differentiate her company in the crowded online market: “It’s one of the neat differentiators about us. We are not only collecting all of this content but actually packaging it into this kind of “news you can use format.”

In addition, Angie said her print magazine helps drive incremental activity by educating members: “Maybe someone had not thought about buying a geo thermal heating and cooling system, but read an article about it in Angie’s List magazine. That person may not have gone on our website to read the article but read it in our magazine, and it created incremental interest.”

I remember getting a call from a member who had a hospital stay during which her daughter in, cleaned her house, and threw away her Angie’s List magazine collection. She was so upset she called and asked if we could send her a whole new set.”

For those of us marketing print products in an ever more digital world, for my money, Angie’s best wisdom came when she described how magazines keep her customers engaged even “when they are not in need of a plumber.” As more marketers abandon print budgets to fund digital initiatives, her comment reminds us of print’s unique marketing value, which is not easily duplicated online. When a print magazine arrives in a home or office it can be read in any physical location, and does not compete for online time with other websites.

In addition, website content is often “purpose driven”—designed for users to choose their own sequence of information as they search for content and solutions to problems. The magazine experience is different, because an editor selects the sequence of content within an area of interest. The magazine read may offer fewer content options, but sometimes it’s really nice to have someone who really knows the neighborhood be the tour guide. Like many websites, Angie’s List is a problem solving service, so a print magazine is the perfect complement.

Need a book? Go to Amazon.com. The latest political news? Politio.com. Tech news? Mashable.com etc. But what about when you do not need a book, political news, tech news, or a plumber? Maybe you are sitting on your couch just reading a magazine, maybe the one published by Angie’s List.

Link to original article: http://www.foliomag.com/2012/angie-why-angie-s-list-publishes-print-magazine#.Uxy2dHSPLX7

 

Printing and the Environment

10 SURPRISING FACTS ABOUT PRINTING AND THE ENVIRONMENT:

1.  Paper = Recyclability. Paper’s life begins as a natural product and, with technology, we are able to recover, reprocess and remanufacture wastepaper for use in new products.

2.  600 million trees are planted every year by the paper and forest products industry. That’s three trees planted for every tree harvested in the U.S.!

3.  Over 97% of the chemicals used in the paper manufacturing process are recovered and reused in the pulping process.

4.  Nearly 60% of all paper in the U.S. is recycled, while less than 20% of U.S. electronic devices are recycled.

5.  When comparing the response rate of direct mail and e-mail, direct mail is higher and continues to grow, while e-mail response is declining. 

6.  U.S. advertisers spend $167 per person in direct mail marketing to earn $2,095 worth of goods per person — a 13 to 1 return on investment.

7.  On average it takes 500 kilowatt-hours of electricity to produce 440 lbs. of paper, the typical amount of paper each of us consumes annually. That’s the equivalent of powering one computer continuously for five months.

8.  Of the wood extracted from the world’s forests, 53% is used for energy production, 28% is used by lumber mills and only 11% is used directly by the paper industry.

9.  Since 1973, the paper and pulp industry has reduced the amount of energy needed to produce paper by 42%.

10.  Made in the USA. Most computers are produced and then shipped from overseas, either by ship or plane (the two types of transportation with the greatest carbon emission). In contrast, most of the paper used in the U.S. is manufactured here.

 

THE ROOT OF THE ISSUE:

Paper is truly sustainable, with waste fully recoverable, ready to recycle into new paper. When people use more paper, landowners plant more trees. The electronic industry continues to grow rapidly. With the current use of non-renewable raw materials and increasing energy demands, this growth is unsustainable. Our future is dependent on the awareness of our individual impact on the environment. Each one of us will leave behind our own carbon footprint. The ultimate question is not electronics or paper, but what combination of these has the least total impact on our environment.