Although not an exact science, colors can certainly influence consumers' perceptions, mood and purchasing decisions.

Blue-based Reds are associated with more expensive products, whereas Yellow-based Reds help downplay a high price.

Orange plays up friendliness and affordability.

Yellow is the first color the eye sees, especially when used in conjunction with dark colors for high contrast.

Green conveys possibility and hope while Blue communicates confidence and safety which makes it a great color choice for financial and medical institutions.

Purple is the hot color of the moment, although is best used for high fashion, sports teams and sweet treats.

Black conveys a strong sense of power and promise, commanding even more attention when a sheen or matte finish is used.

White implies sophistication and formality, as well as a high-end price point.

Source: Color Communications, Inc.

Tags: design | Branding | Michela

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Many small business owners cite a lack of budget to justify their hesitance to have their logo or sales materials professionally designed. Unfortunately, opting to save in this area often means losing out on potential sales due to unprofessional-looking (or plain ugly) design. If you're a small business owner, consider this:

Your clients are humans. Humans are attracted to attractive things. Clipart is not attractive. Any questions?

If you want to attract clients, if you want your company to look legitimate and profitable and trustworthy, you need professionally designed branding (that's your logo, tagline, stationery, etc.) and well-planned marketing materials (that's your website, brochures, flyers, eblasts and ads). Without them, you risk saving the initial investment, only to lose the business.

Of course, good design and effective marketing doesn't come free, and often not cheap. But when compared to the cost of losing sales to the competition who has a better logo and stiffer business cards, the idea of "cost" needs to be re-evaluated.

Some considerations:

• An amateurish logo and wimpy business cards can make your business look unprofessional or unsuccessful. It may not be true, but that's the perception, and it's perception that wins over truth.
• This unprofessional perception spawns even uglier perceptions among potential clients, namely that you don't care about the way your business presents itself and therefore you might not care about the quality of your work. Again, not true, but perceptions matter.
• If your materials don't look cohesive, like they are part of a thought-out plan to represent your company from all angles, it creates confusion for the end user who can't reconcile disparate logos, layouts or campaigns.

So, while ignoring your marketing materials to save cash may seem like a good idea, it could result in your business never getting off the ground. In fact, about 50% of all businesses fail within their first few years and one of the most commonly cited reasons for failure is sloppy or ineffective marketing.

If we still haven't convinced you to consider having your logo and materials professionally designed, can we at least convince you to stop it with the Clipart already?

Tags: Trina | design | marketing | logo | small business

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