Colors Make Sales - By: Kaitlyn Miller

Color portrays any mood. It can make or break your objective. Color is a vital part of any design, and as marketers and designers, we should learn how to use colors to our advantage. We should take into consideration, at all cost, many factors such as the company being represented, the kind of product or service that is being offered, the overall theme or concept of the promotion, if there is any, and many others.

It is then a must to use colors that your viewers can easily associate with your company and to the products or services you are promoting. If you are offering newsletters, it is always safe to use bright colors for your newsletter templates. Or if you are selling food products like a tomato ketchup it is always wise to use red. Here are some helpful pointers and suggestions on how to use color for your printed materials.

Company Trademark Color. Every company has a color that will be their distinguishing factor from their competitors. You can always analyze the company color or colors by looking at their logo and even to the paint color of their establishment. It has been a tradition that every company holds on to color and they call it their own. For example, Coca-Cola’s company color is red; Heinz is red and many more.

Colors for marketing materials. If you are itching to catch attention, it is always easiest (not necessarily the best option there is) to use warm colors as your background. This could be effective for billboards and posters. However, here's the catch: warm colors tend to irritate the eyes and if you have a long text, chances are readers will not finish reading what you have written. Also, it should always match other colors that you intend to use as well. On the other hand, feel free to use warm colors to emphasize words, (especially for newsletter printing) that can complement the background. Make sure your text is readable.

In addition, the safest background color to use is always the neutrals since you can pair it up with any other color. Black for instance, it is easy to pair up with almost any color (all six basic colors apply), except for very dark shades. Many people also use a plain white background in contrast of the subject and of the text.

Lastly, do have a concept or a holistic idea on how your design will flow, or for most cases, how your whole campaign should look like. Have something that your audience will think about. Engage them to think more about you instead of the company who owns a bigger billboard next to yours. In this day and age, catching the eye is not always enough. It will always boil down to how you make the audience think and feel.

Make sure you get your printed material done with a color printing service that does your palettes justice. It is best if they have free digital proofs as well as the option to get hard copies, even before you pay for the printing - because that's your right as a marketer or designer. Your prints have to be perfect. They need to be exactly what you expect from what you’ve paid for. Hence, you have the right to know that what you're paying for is worth it.

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