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Top colour tips
1) Investigate your industry’s coloursWhen you look at the business cards and websites of different companies you’ll begin to notice that businesses which operate within the same field of industry utilise similar colour schemes. This is no coincidence; business leaders opt for particular colours because they invoke certain feelings for customers. For instance, blue is the predominant colour used by social networking sites, such as Twitter, Facebook and LinkedIn, due to its subconscious associations with logic, calm and communication. As Karen Haller, a business colour and branding expert stated, “blue relates to the mind, so consumers associate it with logic and communication. It’s also serene, like the ocean, and calming to look at”. Consequently, before designing your printed material you should investigate the predominant colour schemes associated with your industry and incorporate these tones within your design.
2) Use primary colours for calls to actionA study by Kissmetrics revealed that the highest converting colours for calls to action are bright primary and secondary colours such as red, yellow, orange and green. Due to the fact that these vibrant colours attract attention, it’s useful to incorporate them within your business card design and website calls to action in order to capture the interest of your key consumers – and to encourage them to investigate your brand in greater depth.
3) Be consistentFrom your business card printing to your company website, it’s important to promote cohesion and unity with all aspects of your brand’s overall design. For example, when you’re designing your business cards, you should aim to incorporate colour schemes and design traits that currently exist within your company website’s graphic design. By doing so, you can begin to establish your brand’s reputation and its subconscious colour associations within the minds of your key consumers. Although this may seem like a minor aspect of your direct mail and digital branding strategies, over time it could earn you the loyalty, recommendations and return custom of a broad consumer base.
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