Advertising

What is the best Leafleting Strategy

Advertising, Leaflet Distribution, Marketing Strategy,

You need to create an effective leafleting strategy when marketing this way.

This post, is about having an effective strategy for your leafleting campaign.

Get Focused

Your first objective, for your leaflet distribution campaign is to make sure that you grab your customer’s attention instantly. What you need here is a grabby headline which clearly explains what you’re offering and a snazzy visual. Don’t be tempted to get too clever, if your headline is ambiguous or confusing, your leaflet is likely to end up in the bin.

Keep it simple

Sometimes marketers will be tempted to get the most bang for their buck by packing as much information onto their leaflet as possible.

An overly busy leaflet can be overwhelming, and, in many cases, a potential customer simply cannot be bothered to plough through loads of text. Keep the content clear, simple and concise in order to focus the reader’s attention.

What’s the big deal?

You may have the best product or service in the world, but that might not be enough to get those customers through the door. Including a discount or special offer on your flyer is a great way to give the customer an incentive which may just tip them toward making that call or visit.

A killer call to action

Locking down all of the above points is great, but it will mean nothing if the customer doesn’t know what you want them to do next. A clear and prominent call to action is a vital part of your flyer, and for the best results, this should be displayed in the top right-hand corner of your flyer. If possible, including a QR code which takes the customer straight to your website or landing page is extremely effective in an age where most people are glued to their mobile phones.

Choose your audience

Profiling and targeting your ideal customer is a vital part of your strategy, we can help with this to make sure that your leaflet is reaching the right people at the right time. Unlike digital advertising, our targeting is intuitive and focused on making sure that your message gets into the right hands every time.

The time is right

When it comes to marketing this way, timing is everything, and our devoted team will help you to identify the best day and time for your distribution to ensure the maximum possible results for your campaign. Whether it’s focusing on weekend afternoons to target shoppers or strategically working around payday, our team has tons of experience in making it all about time when it comes to successful flyer distribution campaigns.

Choosing the right distribution method

Depending on your business or product type, some distribution methods work better than others, and we can help you to identify the best method for your business from our following options:

  • Solus distribution Your leaflet is delivered exclusively to selected letterboxes for a super-focused service. This is a great choice for businesses that have a lot of competition within a particular area.
  • Shared distribution Your leaflet will be distributed along with others from non-competing companies. This cost-effective method is ideal if your company has little competition or has a particularly unique proposition.
  • Hand to hand Perfect for town centre businesses such as cafes, shops and salons, our team hands your flyers out directly to shoppers in your chosen area at the most effective times.
  • Business to business (B2B) Great for tight-knit communities, we can help you to forge local relationships by delivering your advertising material to businesses in your chosen area.
  • Sample distribution There’s no better way to market a product than to let your customers try it for themselves, and sample distribution allows you to do just that. We can attach a product sample to your leaflet to increase your chances of success.

We’re On hand to help

If you’ve changed your mind about digital or you’re keen to learn more, our friendly and professional customer service team are on hand to offer expert advice and a free, no-obligation quote. Get in touch with our team today to get your new marketing campaign off to a flying start.

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Discover the Advantages of Leaflet Advertising

Advertising, Business Branding, Leaflet Distribution, Marketing Strategy, , , , ,

Leaflet advertising can be a great way to reach your target audience, without the need for expensive digital wizardry. It can also deliver excellent results.

So here is why leaflet advertising still gives your business an advantage.

In an age of Facebook, Google Ads, and all things digital, it can be easy to overlook traditional marketing techniques. Especially those that have proven effective since well before we all had a smartphone in our pockets. So what are the leaflet advertising advantages and disadvantages?

Local Targeting with Leaflets

Distributing leaflets gives you complete control over exactly who you wish to target. You can convey information about your product or service to your audience directly through their letterbox.

This can be of huge benefit to local businesses, as unlike online advertising, you are guaranteed to be seen by the people in that location using just one marketing method. Whereas online you would need to use a range of ads on different search engines such as Google and Bing, or several social media channels to ensure that you are connecting with your target audience on the medium which they use.

Convey more Information with Leaflet Advertising

When you use digital marketing techniques such as Google Ads you usually have just a few characters to use to get your message across. Thus competing with thousands of other businesses, all trying to be unique in just a couple of sentences.

You are also then relying on taking someone from your advert to a website, and then to a contact form or email.

The advantage of a leaflet advertising is that it allows you to convey far more information in one go. You can showcase your service, display case studies, give pricing information, and tell your potential customer about how you can help all in one well-designed leaflet.

Cost Effective Marketing Strategy

One of the biggest advantages of leaflet advertising is just how affordable it is. The simple cost of delivery when compared to the price of online advertising design, costs of advertising placement, plus landing pages, offers a considerably better return on your investment.

In addition, once you have designed and printed your leaflets, they can be used for various functions. For example; you may wish to use them for direct delivery, for distribution at local events, when you go to networking meetings, or for trade shows.

How To Get it Right

While we have outlined the considerable advantages of leaflet or flyer advertising above, just like a digital strategy, you do need to ensure that your plan of action and materials are up to scratch. A badly designed leaflet is likely to be discarded before it’s even read, and poor targeting will not yield the best results either.

Therefore it is worth putting time and effort into understanding your buyer personas and target audience. For example, if you are offering a service which is only of benefit to homeowners, there is no point in distributing your materials in an area where most people rent. Or if your flyer does not convey clear information about your product or service, it’s unlikely to catch the attention of the person reading it.

The Future of Leaflets in a Digital Age

While it’s clear that leafleting does offer you a route to market directly to your customer base. It is also true that you need an online presence to back up your efforts, such as a well-designed website, and social media presence. However, your flyers or leaflets can be the perfect way to enhance your online presence without the need for expensive online ads.

Get in touch today to discuss a leafleting campaign with Hallway Distribution

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Make Your Brand Memorable To Your Audience

Advertising, Business Branding

Making your brand memorable to a large audience can be difficult. Not everybody is interested in the same thing, and not everybody will be interested in your business and what you have to say.

The first thing you’ll need to do is come to terms with the fact that not everybody you’re targeting is going to become involved with your business and buy from you, or even like what you’re doing and what you have to say.

However, there are many things that you can do to give your business the best chance, and to ensure that your brand remains as memorable as possible to your target audience.

Create A Good Logo

When people think about certain brands and companies, the first thing that comes to mind is the logo. This is usually because some logos are very memorable, either as a result of being controversial or a result of being amazingly effective.

Work with a good designer who can help you to create a great logo, and be prepared to invest that extra cash. Your logo should include something unique about your business, as well as the business name so that people can remember it easier.

Consider Your Colours

You need a good colour palette if you want to appeal to the right audience. You might want to concentrate on black and white images, keeping whatever you have as minimal as possible. However, the use of colour can often make your brand and logo stand out more, so think carefully about this.

The colours should reflect your business and what you’re trying to sell, advertise or campaign for. Do bear in mind that once you’ve decided on your colours and produced the logos and colour scheme that the public have seen, it can become very difficult to change further down the line, especially when your business is new and people are just getting used to your branding.

Create a Brand Name That Makes Sense

You shouldn’t use a brand name that people find difficult to say, and you shouldn’t choose words that are difficult to spell either. Remember that you want people to be able to find your website and business details in the search engines. If they can’t remember how something is spelled or they can’t convey the website properly to their friends, you’ll struggle to build up your audience as quickly as you might otherwise be able to.

Branding is important for small businesses as well as large companies. If you have a limited budget, smart branding is perhaps the most inexpensive business tool you can create.

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Leafleting Benefits

Advertising, Direct Mail, Leaflet Distribution, , , ,

We live in a digital world, a world where social media, websites and digital marketing is a key consideration for every business, both big and small. However, that doesn’t mean that you should disregard the more old-fashioned forms of marketing. In particular leafleting and door to door marketing.

This approach to marketing means that you print up leaflets and then send them out en masse to a particular target area. It is often used for local services, which includes trades such as landscaping, plumbing and painting and decorating, takeaways, restaurants, taxis and even local shops too.

So, why is this still an effective form of marketing for your business? Let’s take a look at some of the main benefits of leafleting for your business.

Leafleting is cost-effective

One of the main leafleting benefits for your business is that it is cost-effective. Of course, there is a cost that is associated with designing and printing leaflets, as well as posting them out. But compared to other forms of marketing it is actually quite cheap and the ROI could be much better than you realise. You just need to remember to put some sort of code on the leaflet so that when people wish to engage your services you can ask them for the code (which may be date specific) and you can track how many people have engaged with your leafleting campaign

You can have a great reach

Another huge leafleting benefits is that it has a rather impressive reach. Sure, not everyone who receives one of your leaflets will then read it, or even get in touch with you, but there is a good chance that you will see plenty of people who then do learn more about what you have to offer and maybe even sign up for your services.

Direct mail marketing can be personal

Personalisation is a great addition to any marketing efforts that you make. After all, if you want someone to connect with your business, then you need to appeal to them on a personal level. It can be hard to personalise digital marketing campaigns unless you opt for email marketing, however, the same cannot be said for direct mail marketing (leafleting) which is actually incredibly easy to make personal.

You are reaching right into someone’s home

What could be a more direct approach to marketing than being able to reach someone in their own home? As I have already covered, not everyone will engage with your leaflet or flyer, but there is a much higher chance than you may realise of them picking the leaflet up and giving it a read through. They may not get in touch with you, book in your services or buy your products, but they may be just as likely to recommend your name to someone else if they are looking.

Leaflets are not only easy to create, but they are cheap to make and send out. Not only this, but they can actually have a positive impact on the marketing for your business. You can even design simple leaflets using the templates in Canva. So, why not try them out? You never know how much of a benefit leafleting  can have until you get out there and promote.

If you would like help in deciding what the right marketing tactics would be for you then you may need a marketing plan. Get in touch today to discuss your marketing needs with us here at Hallway Distribution.

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Postcard Advertising

Advertising, Business Branding, Direct Mail, , ,

If your small business is looking for an effective yet affordable way to reach and stay in touch with your customers, drop them a postcard.

Postcards are great tools to develop and enhance your relationships with your customers. Often overlooked by marketers, postcards have become a fast, easy and reliable way to increase your sales and profits without spending too much on advertising or promotion. It is a marketing tool that through content and design could break through the noise and clutter.

Postcards can be used in a number of ways. You can use it to generate leads, attract more website traffic, get new customers, and increase sales from your own customer base. It is also a great tool for announcing major changes in your business or events in your company.

Here are 5 great advantages of using postcards to market your products and services.

1. Easy to prepare.
Hands down, postcards win in the efficiency game. It is easier to prepare than direct mail or letter. You only need to write a short copy, no slaving for a 3-5-page direct mail material. Plus, you need not spend time folding and stuffing the postcards in an envelope.

2. Unlimited creativity potential.

Your goal in sending a postcard is not only to get the customer to read your message, but to keep your message! And you can achieve this goal by designing a creative postcard that could elicit the response you need.

One advantage of postcards is it allows you to experiment with size, shape, and artistic design, without cost getting too much in the way. You are not constrained by the letter size and the formal rules of etiquette. It is a medium designed for creativity and fun!

Some postcards are so creatively designed or have funny sentiment or useful information that customers pin them in their boards or in their refrigerators. Imagine a customer seeing your card (and reading your message) every day! Even better, a postcard’s staying power may mean that it can have the opportunity to be seen by the receiver’s business colleagues, family and friends.

3. Savings, savings and savings.

Postcards are more economical than a direct mail campaign. By using postcards, you can send up to four times (in full-colour) for about the same price as just one traditional direct mail package. You can realise savings in printing costs, paper, and labour costs. Plus, no envelopes!

Rising postal rates have also made direct mail expensive. A first class stamp, at the time of writing, costs 65 pence; postcards on the other hand are significantly cheaper. You can also  reach a wider customer base with postcards compared to direct mail.

4. Bite-sized information.

Postcards are quick and to the point. There are only a few words to read and you need to ensure that you get your marketing message across to the prospect reading the material. With the influx of marketing materials faced by consumers, it is important to shape your message briefly yet catchy enough to gain your prospect’s attention.

However, therein lies the challenge you will face when using postcards. You must have a unique selling proposition (USP) that you can craft in your message that will distinguish your business favourably apart from every other competitor. Why should the customer use your product or service? What is the unique benefit that you could offer? Customers want a company that offers them the best selection, the best prices and the best guarantee. In a few words, you must be able to write that message in a postcard.

5. Can make a big impression.

One advantage of doing postcards is its novelty relative to other marketing tools. While an increasing number of marketers are discovering postcards, postcards have not become too commonplace that it has turned to be an irritant. Many consumers already consider direct mail a scourge, and many direct mailings go to the wastebasket without even being read. Customers are also becoming inundated with emails as a result of spam that even legitimate emails are dumped into the virtual bin.

One advantage of postcards is its “openness.” Unlike direct marketing letters, you need not worry about customers simply throwing your mailing without even opening the envelope. With postcards, there is no envelope to open! The customer immediately reads your message. The more eyeballs, the more prospects, and the more customers you will have.

The key to finding success in marketing with postcards is to create the right postcard, mail it to the right audience and craft it with the right offer. The humble postcard can be a great tool to enhance your relationship with your customers. Best of all, postcards may be within your budget reach.

When planning a postcard marketing campaign (especially if it’s your first), it’s easy to get carried away with all the things you want in the design. After all, you’re sending an ad to hundreds, possibly thousands of potential customers, so you want to show off every aspect of your business. So, what do you do? You give your postcard marketing company 15 images, and you tell them they all must go in.

It’s a good thought. But unfortunately, it won’t leave a very good first impression on your customers. Most likely, it won’t leave any impression at all. Nine times out of 10, postcards that are too cluttered simply don’t get noticed. With too many images in your postcard, your headline, offer and call-to-action will get lost.

Tips on Using Images in Your Postcards

To improve the success of your campaign, here are some simple tips to keep in mind:

1. Keep images to a minimum.

On most size postcards, you’ll want a primary image on the front, your logo, some simple design elements on the back, along with a small image of someone on your staff (when appropriate).

2. You don’t need a picture of your office or building.

While it’s tempting to add one for credibility, it’s not necessary on a postcard. Save it for a brochure or your website. Otherwise, it will simply get in the way of your postcard’s primary messaging.

3. Let the experts help you decide.

Your postcard marketing company likely has years of experience in designing postcards for maximum response. Let them recommend the best possible use for your images.

Keep in mind that the primary goal of most direct mail postcards is to get a quick response. It doesn’t need to (and probably shouldn’t) tell the history of your company. You have only a few seconds to grab their attention and give them a reason to respond. Having 8-10 different images on your postcard won’t achieve that goal.

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Blowing Our Own Door to Door Distribution Trumpet

Advertising, Business Branding, Leaflet Distribution

As the year draws to a close and with Christmas approaching very quickly, it is a time to reflect on what has gone before and to plan for the New Year ahead.

It is with a great feeling of achievement that I can report on a tremendous milestone reached for our company, Hallway Distribution. Over the past twelve months our business has distributed just over 800,000 leaflets, magazines, pamphlets and other advertising materials on behalf of our many satisfied clients. We have not only distributed to households but also into many business establishments this year.

The many areas we have covered this calendar year are; Cheltenham, Shurdington, Bishops Cleeve, Woodmancote, Gotherington, Gretton, Greet, Winchcombe, Tewkesbury, Bredon to name the more local ones. Also further afield Churchdown, Longlevens, Brockworth, Hucclecote, Kingsway, Quedgeley, Stonehouse, Stroud, Painswick. We have even ventured into Cirencester, Fairford, Tetbury, Northleach, Evesham, Broadway, Bourton-on-the-Water, Stow-on-the-Wold and Moreton-in-Marsh.

Our clients range from not just local small businesses but national ones too, for example; estate agents, mechanics, window cleaners, landscape gardeners, house maintenance, builders, plumbers & boiler repairs, keep fit studios, martial art clubs, hotels & spas, carpenters, taxi services, web designers, job recruiting services, cafes & restaurants, and opticians as well as local event organisers.

We have worked with some amazing clients this year to help their businesses grow by promoting them via our door to door leafleting service. We also go a step further by offering clients an inclusion on our website hallwaydistribution.com with a link or two back to them.

Not only do we deliver advertising materials but we also help with the design process and offer a copywriting service to go hand in hand with that, we know what works and what doesn’t. We give out free advice on all manner of things advertising wise from, the grade and size of paper to use for best results, the choice of colour and a customer grabbing headline.

Social media these days is of paramount importance in any line of business or service that is on offer, we can also help out with that as well. We can build Facebook groups for business, improving their social media presence as well as showing clients the best way of using Twitter to its full potential, and ultimately gaining you more customers and interaction with it.

With our order book already filling up for January and February 2019 we predict a steady increase for the upcoming new year and beyond.

Our success, we believe, is built upon integrity & trust and always with a willingness to over deliver, no pun intended, in order to keep the customer happy and informed as to the progress of any leafleting campaign we undertake on their behalf. The majority of our distribution is GPS tracked; this gives our clients peace of mind and with that proof of a successful delivery.

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Business Leaflet Design

Advertising, Business Branding, Leaflet Creation, , , ,

The purpose of a leaflet may vary from business to business, but one rule sits firm, it needs to be fit for purpose, audience and occasion and most importantly it must generate a response.

This article outlines five questions to guide your creative brief towards getting your most wanted result from a business leaflet design.

Some leaflets simply display services or focus on selling a product. In this sense they often make the mistake of leading with features instead of promoting benefits.

People rarely ‘buy’ on first seeing your advert or leaflet. In fact, research shows that on average it takes 7 messages before someone decides to buy your product or services.

Here are five key questions you should have crystal clear answers to before spending time and money on expensive leaflet design and printing.

1. Who are you targeting, specifically?

If you aim at nothing (or no-one), you’ll hit it every time! Can you clearly identify your ideal prospect (customer, client or business), i.e. who you are really wanting to target with this leaflet?

The style for your leaflet should fit your specific audience. It needs both to create impact and offer the results your clients want. Make your imagery and headlines stand out and address specifically the issue, need or problem your target audience is looking to resolve.

The buying process is a series of decisions where the customer is finding out if what you have is for them, whether they like you and trust to buy from you, and how easily and quickly they will receive after ordering.

2. How will you reach them, physically?

How, where and when are you intending to distribute the leaflets? Are you mailing, flyering houses and/or businesses, using a distribution service, handing out on streets or booking a stand at relevant events & exhibitions?

Whatever your strategy, there are different costs involved, be it time or money. Handing out a leaflet rather than posting anonymously means you may have a chance for eye contact with your prospects, even a short conversation where you can build some rapport.

Always do a trial run with a small sample first and review the response rate. If you get a reasonable response from the trial, you can increase, or you could first analyse how many of the leads/enquiries actually convert to customers.

From these results, you will have a good idea of what methods work best, what the conversion rate is in terms of sales & profits. This lowers the risk of doing a bigger and more expensive mailshot.

3. What is your unique value proposition?

The value of what you offer should be very prominent on your leaflet.

This can be money related, but often is more subtle in the form of representing what you do, why you do it, and the benefits and results that your product or service provides to customers/clients.

How are you different from other businesses/companies that do something similar, particularly if they are cheaper or more well known?

4. What is your most wanted response?

Since we know that people rarely buy on impulse, unless you are in that kind of industry/market, you need a strong, clear ‘call to action’. Your leaflet or brochure is intended to take your ‘prospect’ to the next step in the sales funnel, not an instant sales tool.

Be very clear what you want people to do as a result of seeing (and hopefully reading) your leaflet. Should they call you, visit your website or a specific page on your site, book an appointment.

Consider some incentive or special offer. Give it adequate design space and make it easy for your prospect to take that step. Once you’ve inspired someone to take action, you want zero obstacles in their path!

A popular offer is xx% off or a free xx with this leaflet, which would make it more likely to be kept for future rather than ending up in the bin. This obviously depends upon what product/service you are promoting.

5. Is your text, images and layout helping or hindering?

content is kingThe design look is obviously a factor in getting your message across. But your leaflet text and imagery is the main substance, as they say ‘content is king’. Whether using a single sheet flyer or a bi-fold or tri-fold brochure, the visual appeal is an important factor.

Once you have clarified your main messages, write text that is interesting, engaging and simple to understand. You should address the ‘conversation going on in your ideal customers head’.

Get across your value proposition – aim to convey what’s good about what you are offering using words that are emotional triggers (not just hype).

Avoid lots of dense text and long narratives – remember less is more. Too much information on a small leaflet just doesn’t look inviting to read and can turn people off.

Use vibrant, high quality and relevant images, bold headings and recognise the need for white space. This breaks up text, directs the eye and whets the appetite, which is really important in a small space.

Finally, proof your leaflet, not only spellings but the overall design. Then have someone else check it for sense and typos you don’t always spot yourself when you’re too close to it.

Does your leaflet tick all these boxes: Attention, Interest, Desire, Action? If so, you are definitely on a good track.

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Direct Mail How and When to Mail to Prospects

Advertising, Direct Mail, Leaflet Distribution, , , , ,

It is the prime aim of every business to sell their products and services to generate the absolute maximum revenue possible. Direct mail has stood the test of time and here is how.

Your marketing methods and strategies play a crucial role in the success of your online, as well as, your offline business.

If your offers are not marketed correctly, no one will ever be able to learn about your products and services no matter how effective and beneficial they are. You can use a number ways to market your business, however, advertising methods like flyers, direct mail, posters, banners, exhibitions and product shows are tried and true ways to attract new business.

Direct mail marketing is a promotional technique that helps you in advertising your business by mailing your specifications directly to the customer. With the help of direct mail marketing, you capture those potential customers that are actually interested to purchase your products and services.

You can access a consumer mailing list to mail directly to a targeted demographic that will likely have the highest response rate. You can also use a number of tools to find out the mailing prospects like you can use social media, business listings, yellow pages, telephone directories to find more even more addresses.

We’ve found that the best time to distribute flyers and send direct mail is when you have clear, definitive business goals in your mind. If you do not know what your actual goal is from the mailing or distribution, you can’t help but fail.

The biggest benefit of flyers and direct mail is its effectiveness in generating new customers. At the same time, it can also help you to expand your market to serve wider, more diverse demographic. It is also effective to drive repeat business from existing clients and customers.

However you use your flyers and direct mail, keep in mind the most important element is creating goals and tracking the results. Without measuring the success of your direct mailing or flyer distribution, you will never actually know what is working, and what is just costing your business money.

According to a 2018 survey direct mail drives higher return on investment (ROI) than any other marketing channel. Discover just how by clicking HERE.

The survey, which polled more than one hundred small business advertisers on a variety of sales and marketing-related topics, also found that most respondents spent an average of £5,000 to £22,000 on ads each year.

Additionally, 34.71% of respondents listed direct mail as their top marketing channel by spend, followed by social media (18.18%) and search engine marketing (14.88%).

So to book your next leafleting campaign in and around Cheltenham get in touch with Hallway Distribution today, before your competition beats you too it.

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QR Codes For Leaflet Distribution

Advertising, Leaflet Creation, Marketing Strategy, , , ,

Todays question is about QR Codes for leaflet distribution, are they a good idea or a big no no?

Qr Codes and leaflets

Confused about QR codes

The advertising world, not to mention the public, is very divided on the subject of QR codes.

You may have seen QR codes on bus stop ads and in magazines, they are basically bar codes that when scanned with the camera of a smart phone using a special app will automatically open a related web page.

So far so good, anything that makes advertising more interactive for the consumer is a good thing, right? Well, not exactly.

The problem is that the industry got so excited about the concept of interacting with print adverts that they didn’t always think through the various stages of their campaigns properly, resulting in some awful follow-up pages.

As a result, the QR codes have also been tainted in the eyes of some consumers as well, who consequently see no value in them.

Link to your site with QR codes

Is your website mobile friendly

Problems come when QR codes are used without thought, resulting in the user either being directed to a non-mobile-friendly website, or to a page telling them exactly the same information as the advert.

But when used correctly, they can have massive impact. We have been using QR codes here at Hallway Distribution for our clients for a couple of years now and we love them, they are a great way to combine offline and online effectively. They can be a great tool in taking the user one step further down the buying funnel and closer to an end purchase.

Driving customers to a special offers page or a voucher code to redeem in store is a fantastic way to measure integration versus redemption rate for a leaflet distribution campaign. It also allows you to compare the return rate from leaflets distributed in different regions effectively.

Information such as this is invaluable to help you fine tune future leaflet distribution campaigns. If 300 people downloaded the voucher but only a handful redeemed it, then the leaflet was a success but was there an issue with either the offer itself or the demographic of residents that received it?

Using this information means you can confidently adapt your offering and garner even more success from your next campaign.

Your views and opinions are always useful to us here at Hallway Distribution,  so please comment away in the box below and we will answer as soon as we can.

Is your business mobile friendly, check out a short post on our sister marketing site.

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Marketing With The Right Colour

Advertising, Leaflet Creation, Website, , , , ,

So how do you see colour affecting your marketing, this includes online as well as offline. Get the colour wrong and you may well struggle to strive, sounds silly but the psychology behind the use of colours is massive.

Did you know that the colours you choose for your marketing materials affects the impact they make on your target market?

Colors act as a sort of non-verbal communication. They also contain symbolism. So in your marketing pieces, it is helpful to keep in mind how the eye and the mind perceive certain colors as well as what the meanings are that we associate with each color.

Sometimes colours create a physical reaction (i.e., red has actually been shown to raise blood pressure and blue is known to create a calming effect). And other times colours have a cultural meaning (i.e., in the United States & Great Britain white is used for weddings but in some cultures it is the colour for mourning).

Colours also follow trends. For example, burnt orange and avocado are synonymous with the 60s and 70s to many consumers, so unless you’re selling a retro look, it’s best to avoid those as the primary colour for your marketing.

To understand the impact marketing with the right colour has we need to know about colour theory.

Finding a good combination of colours be tough. Colour theory makes it easier. In order to find a good colour scheme (the set of colours that produces the best impression), we need to choose a base colour then see which colours can coexist with it and which can’t. Some combinations are uncomfortable, or disturbing, while others are pleasant.

As you probably know from school, the primary colors are red, blue and yellow. All other colors are made by combining two or three of these colors. Primary colours are seen as simple and direct. So they would be good to use for projects that aren’t extravagant such as for preschools, kids’ stores, etc.

Secondary colours are half way between the three primary colours. They are orange, green and violet. Bright secondary colours can convey action and excitement. They would be great to use for sports brochures, restaurants that have a lively clientele, etc.

Tertiary colours are created when primary colors are mixed with adjacent secondary colours. Take a look at the colour wheel and notice which colours are considered tertiary. You’ll notice that they are in between primary and secondary colors. Teal and fuchsia are tertiary colours.

Hue, saturation and value of colours
Infinite colors can be created by altering three variables: the hue, the saturation and the value of the colour.

The hue is the shade of a particular colour. Deep hues of violet, gold, maroon, etc. are used by marketers to convey richness and security while earth tones feel natural and inviting.

The purity of a hue is the saturation. A highly saturated hue has a vivid, intense colour, while a less saturated hue appears more muted and grey.

Value refers to the relative lightness or darkness of a certain area. It is often used for emphasis. For example, variations in value are used to create a focal point for the design of a picture.

Colours often have different meanings in different cultures as we discussed before. If you will be working with a client from another part of the world, it would be beneficial for you to do a little research to find out what colours mean in that society.

Even in Western societies, the meanings of various colours have changed over the years. But today, researchers have generally found the following to be accurate:

Black
Black is the colour of authority and power. It is popular in fashion because it makes people appear thinner. It is also stylish and timeless. Use the colour black to convey elegance, sophistication, or perhaps a touch of mystery. Black works well with bright, jewel-toned shades of red, blue, and green. Black is the ultimate dark colour and makes lighter colours such as yellow really pop out. Photographs often look brighter against a black background.

White
Doctors and nurses wear white to imply sterility. In most Western countries white is the colour for brides; however, in Eastern cultures it’s the colour for mourning and funerals.

In most cases white is seen as a neutral background colour and other colours, even when used in smaller proportion, are the colors that convey the most meaning in a design. Use white to signify cleanliness or purity or softness. Some neutral beige, ivory and creams carry the same attributes as white but are more subdued, less brilliant than plain white.

Used with light or pastel tones, white is soft and spring like and helps to make the pastel palette more lively. White can make dark or light reds, blues and greens look brighter, more prominent.

Brown
Brown represents wholesomeness and earthiness. The colour brown and its lighter versions tan, taupe, beige or cream make excellent backgrounds helping accompanying colours appear richer, brighter. Use brown to convey a feeling of warmth, honesty and wholesomeness. Although found in nature all year round, brown is often considered an autumn and winter colour. It is more casual than black.

Shades of brown coupled with green are often used to convey the concept of recycling or earth-friendly products. Light brown implies genuineness while dark brown is similar to wood or leather. Brown can also be sad and wistful.

Red
Red is power. The most emotionally intense colour, red stimulates a faster heartbeat and breathing. It is also the colour of love. Use red to grab attention and to get people to take action. Use red to suggest speed combined with confidence and perhaps even a dash of danger. A little bit of red goes a long way. Small doses can often be more effective than large amounts of this strong colour. Multiple shades of red and even pink or orange can combine for a cheerful palette. Red is often used in restaurant decorating schemes because it is an appetite stimulant.

Pink
The most romantic colour is pink and can be tranquilising. Sports teams sometimes paint the locker rooms used by opposing teams bright pink so their opponents will lose energy. Studies have shown that large amounts of pink can create physical weakness in people.

Both red and pink denote love but while red is hot passion, pink is romantic and charming. Use pink to convey playfulness or tenderness. Add strength with darker shades of pinks and purple and burgundy.

All shades of pink get sophisticated when combined with black or grey or medium to darker shades of blue. Medium to dark green with pink is also a good combination.

Blue
Blue is one of the most popular colours. It causes the opposite reaction as red. Peaceful, tranquil blue causes the body to produce calming chemicals.

Blue conveys importance and confidence. Long considered a corporate colour, blue, especially darker blue, is associated with intelligence, stability, unity, and conservatism.

A deep royal blue or azure conveys richness and perhaps even a touch of superiority. Combine a light and dark blue to convey trust and truthfulness. Create a conservative but sophisticated look with subtle contrast by combining light and dark shades of blue.

Mix the color of blue with green for a natural, watery palette. Add grey for understated elegance.

Sky blue and robin’s egg blue, especially when combined with neutral light brown, tans, or beige are environmentally friendly color combinations.

Throw in a dash of blue to cool down a hot red or orange scheme. Grab attention with the contrast of blue and yellow.

Dark blue with white is fresh, crisp and nautical. Use dark blue with metallic silver accents for an elegantly rich appearance.

Green
Green symbolises nature. It is the easiest colour on the eye and can improve vision. It is a calming, refreshing colour. Hospitals often use green because it relaxes patients. Dark green is masculine, conservative and implies wealth.

With both a warming and cooling effect, green denotes balance, harmony, and stability. Use several shades of green for a fresh, springtime feel.

Green with blue produces echoes of nature, water and forest and can denote new beginnings and growth. Green with brown, tan, or beige says organic or recycled and can be a good colour combination for packaging of those types of products. Tri-color combinations of green with yellow and black or white are sporty, outdoorsy colors. Purple with green can be highly contrasting causing a lively effect.

Yellow
Cheerful sunny yellow is an attention getter. While it is considered an optimistic colour, people lose their tempers more often in yellow rooms, and babies will cry more. It is the most difficult colour for the eye to take in, so it can be overpowering if overused. Yellow enhances concentration, hence its use for legal pads. It also speeds metabolism.

Although it can work as the primary colour, yellow often works best as a companion to other colours. Use bright yellow to create excitement when red or orange may be too strong or too dark. Yellow can be perky. Use yellow to perk up a more subdued cool palette of blues and greys. Use lemon yellow with orange to carry out a healthy, summery, citrus theme. Very pale yellows can work as neutrals alongside darker or richer colours. Yellow and blue are a high contrast, eye-popping combination. Mix yellow with neutral grey and a dash of black for a high-tech look.

Purple
The colour of royalty, purple connotes luxury, wealth, and sophistication. It is also feminine and romantic. However, because it is rare in nature, purple can appear artificial.

Deep or bright purples suggest riches while lighter purples are more romantic and delicate. Use redder purples for a warmer color scheme or the bluer purples to cool down.

A deep eggplant purple with neutral tans or beige is an earthy, conservative color combination with a touch of the mystery that purple provides. Green and purple can be a striking combination in deep or bright jewel tones or use lighter shades for a cheerful, spring like feel. Pink and purple has feminine appeal.

Gold
The colour gold is associated with wealth and prosperity. Add a small amount of metallic gold ink to a project for a special, rich touch. Bright gold catches the eye while darker subdued shades of gold lend richness and warmth.

Orange
As a warm colour orange is a stimulant, stimulating the emotions and even the appetite.

If you want to get noticed without screaming, consider the colour orange, it demands attention. The softer oranges such as peach are friendlier, more soothing.

Orange really pops with a medium blue. Red, yellow, and orange can be a fiery hot combination or, in tamer shades, a fresh, fruity experience. Make it tropical by pairing it with green.

Orange is often synonymous with autumn yet the brighter oranges are a summer colour. Orange is mentally stimulating as well as sociable. Use it to get people thinking or to get them talking.

Turquoise
Create feminine appeal with lighter shades of turquoise. Some shades of turquoise have an old-fashioned 50s and 60s retro feel. Teal has a darker, somewhat more sophisticated look. Like the mineral, turquoise shades range from almost sky blue to deep greenish blues.

Keep the soft, feminine qualities going by mixing turquoise with lavender and pale pinks. A bright turquoise and pink create a sparkly clean, retro look. Make it art deco by pairing turquoise with white and black. Turquoise with grey or silver as well as terra cotta and light browns have a European flavour. Turquoise with orange or yellow creates a fresh, sporty look.

Grey
Like black, grey is used as a colour of mourning as well as a colour of formality. All shades of grey can be good, neutral background colours. Use lighter greys in place of white and darker grey in place of black. Taupe, a greyish brown neutral is a conservative, slightly earthy, warm shade of grey.

Light greys with pastel shades of pink, blue, lavender and green have a feminine quality. Darken those colours for a more masculine feel. Cool a warm palette by adding grey to rich reds or golden yellows.

Silver
Silver often symbolises riches just as gold does. Silver can be glamorous and distinguished.

It can be earthy, natural or sleek and elegant. Silver can be used much like grey although when using shiny metallic inks, small amounts for accents is best.

Silver coupled with turquoise evokes the Southwest. A touch of silver pops with medium blue. Use silver with other colours to create a high-tech or industrial look.

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