Before you ship out your next major batch of catalogs, direct mail or flyers around town, consider this – what is it about the visuals your business uses that draws customers in? What demographic, or section of society, are you trying to attract to your business? Most importantly, is your current approach working? If a marketing professional is unsure about the answer to any or all of these questions, it's time to get back to basics and start wondering if your logo and targeted materials are getting the right people in the door. To get started, take a look at your organization's logo.
The science of color
Fortunately, the fine art of developing a quality visual representation of a brand at a glance has already been honed to a science. Fast Company contributor Rachel Gillett wrote a piece on how consumers are hard-wired to be sensitive to color, and how businesses can take advantage of these natural tendencies to move product. She interviewed Bevil Conway, a neuroscientist who has done a great deal of in-depth studying of the human eye's response to hue.
"Knowing that humans might … be hardwired for certain hues could be a gateway into understanding the neural properties of emotion," he said.
According to the source, when planning your next logo update, keep these basic guidelines at the front of your mind:
- Red: Provokes strong emotion, appetite, urgency, can spark feelings of love
- Green: Symbolizes health and nature, associated with money and the wealthy, has a calming effect of a viewer
- Blue: Males more often drawn to this color, symbolic of tranquility, water, productivity and security
- Yellow: Intense, stimulates nervous system and brain, represents optimism and happiness, used as an attention-grabbing device
- Orange: Symbolizes warning and caution, can signify aggression, good to use for calls to action
- Purple: Associated with wealth and royalty, often used in calming or beauty-related products
What message is your business trying to convey? Use this handy key to get the point across using subconscious color clues.
To thine own brand be true
Once the palate of the logo has been set in stone, remember that you're using this small symbol to represent an entire brand presence. A company's best bet is to keep its demographic and business goals in mind when developing its official design.
What appeals to your target customer? A younger consumer may prefer a flashier font with an "indie" look or illustrated design, while an older audience may prefer a more polished logo. Readability is key, Mashable contributor Lindsay Rothfield noted in an article on brand recognition, and interviewed Deborah Harkins, creative director at crowd-sourced design site 99designs.
"Since a logo is the brand's visual keystone – the most concise expression of its personality – an honest approach to defining its DNA is imperative to a successful result," Harkins asserted.
Complicated though it may sound, the world's largest conglomerations put a great deal of time in finding a design that hits all the right marks, and yours should, too. Once complete, order all the direct mailers and catalogs that the company desires and see customers pay it forward!