“Colour is my day-long obsession, joy and torment.” — Claude Monet
“I found I could say things with color and shapes that I couldn’t say any other way — things I had no words for.” — Georgia O’Keeffe

Who makes your business’ color choices and how are these choices made? (Is your logo blue because that’s your favorite color? Does your graphic designer choose colors because they are popular?) What are the colors in your advertising and collateral actually saying about you? And why is it so important?

According to recent research, people are 55% more likely to pick up a piece printed in color. The use of color increases retention by an average of 65%. Using color in printed material increases readership by up to 80%. And color can increase the likelihood of a purchase by 80% or more. (Taken from Color Your Business: Develop a Color Marketing Scheme)

The colors in your marketing materials involve the emotions and senses in a way that cannot easily be explained. Colors can convey information about your brand, visually engage potential clients, and involve their senses, memories, and responses. So it’s important to choose a website or graphic designer who makes adept use of color combinations to help you achieve your marketing goals.

Before I briefly list basic color connotations, please remember: Everyone’s reactions to color will differ slightly based on their personal experiences. Western color connotations will differ from those of Eastern cultures. Almost every color has warm and cool shades. The temperature of the color will also dictate usage.

Red. Strength, passion, excitement, stimulation, energy, attention, danger.

Pink. Youthfulness, romance, energy, fun, sentimental.

Orange. Warmth, energy, whimsy, friendly, vibrant, cheerful, youthful, fun.

Yellow. Happiness, sunshine, energy, optimism, warmth, alertness, enlightenment, creativity.

Green. Freshness, nature, energy, growth, refreshment, healing, tranquility, wealth.

Blue. Trust, loyalty, peace, coolness, dependability, security, serenity, stability, trustworthiness.

Purple. Royalty, wisdom, mystery, spirituality, nostalgia.

Brown. Old-fashioned, earthy, stability, upscale.

Black. Power, mystery, sorrow, strength, elegance.

White. Purity, cleanness, innocence, simplicity, youth, sterile.

Book Recommendation:  A Pantone Color Resource. COLOR: messages & meanings.

For a color consultation or analysis of your current marketing materials and website, call Mindspring Design at (856) 393-0385.

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1. Protect Your Logo with a Logo Style Guide
2. 5 Ways to Visually Connect with Your Clients (In Print)
3. Small Business Logos: What File Types Do I Need?

So check them out. And let us know how you used them!

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Are you a bit intimidated when speaking with your local printer? Do you get befuddled when he throws out terms like ’saddle-stitch’, ‘full bleed’, or ‘Postscript’? Don’t leave the quality of your printed materials to chance. And don’t be afraid to ask questions!

I’ve compiled a short list of resources to get your feet wet. These are not intended to make you a printing expert (the list is hardly exhaustive), they’re meant to help you understand ‘printer-speak’, and if you’re designing your materials in-house, to plan your designs with the limits and capabilities of your printer in mind.

Glossary of Paper Terms (some are even illustrated)

Small Business Printing Advice: Four Success Factors for Dealing with Printers

Preparing Your Design Files

5 Greener Printing Tips

5 Ways to Save Money on Low-Cost Brochure Printing

Demystifying Turnaround Time

Have you found any other resources or articles to be especially helpful? Share your finds with the small-business community!

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Effective website links draw the eye and spark interest. They encourage clicking because people want more. Click here is an oft overused link term which is nondescript and uninteresting. No one will click anywhere without a good reason. Get a $10 discount for commenting on this blog would entice more clicking ; )  If you want a “sticky” website that offers findable information, you need to write effective links.

Jakob Nielsen recently conducted a study (First 2 Words: A Signal for the Scanning Eye) based on their findings that web users typically scan a web page in an F-pattern. They tested 80 users understandings of the first 11 characters of 20 different website links. The most effective links followed these guidelines (excerpt):

• Use plain language
• Use specific terminology
• Follow conventions for naming common features
• Front-load user- and action-oriented terms

(Read the study summary here. You can also learn more by signing up for their Writing for the Web course at the Web Usability Conference. If you do any writing for the web for your small business, this is a must-do.)

Notice the F-pattern? People generally read the first few lines in a list and read less as they go down.

I did a quick little test on my own website. Here’s a truncated list of a few of my links:

• Learn more
• See example
• View Resume
• Contact Min
• contact us
• Web Design
• Web Design
• SEO/SEM & I
• Dynamic, In
• Web Analyti
• E-mail Mark

Not  too bad. Areas to work on: (1) Learn More and See Example are too generic. (2) And the two links starting with Web Design are two different links, but you can’t tell because they’re truncated. Other than that most links use plain language, are specific, or use action words at the beginning. So I’ll go back a tweak a few of my links.

HOMEWORK: Scan your website’s links (especially ones that are in list format). Without reading the context, can you predict where they’ll take you? Let me know how you make out!

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I’ve listed some important elements that should be included in your logo style guide below. If you think of others, please share them with our community!

• Size: such as smallest size it can be printed at
• Surrounding white space: least amount of white space around the logo — usually determined in proportion to your logo
• Colors: for example, specific Pantone colors you use
• Background: provide examples of the logo on permitted background colors, or specify what is allowed
• Fonts: permitted fonts that can be used in conjunction with logo
• Options: give optional logos for people to choose from

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He discusses how to save yourself time and money, and to get what you want out of your company’s creative projects. Too many designers simply don’t ask questions or ask the wrong questions, and are more concerned with where a pixel should go rather than meeting your business needs. Rutledge’s article is frank and to the point, and will help you identify a designer who is just as passionate about achieving your business goals as you are.

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You might take for granted that some users cannot use a mouse.

When designing your website, you should design web content in an accessible format (not as an afterthought), keeping in mind people who have:

• Visual impairments (Blind, Color blind, Senior citizens)
• Hearing impairments
• Physically disabilities
• Learning disabilities
• English as a second language
• Slower internet connections
• Access to Internet content on multiple platforms (mobile phones, etc)

You will reap several business benefits by following web site accessibility standards:

• Improve the searchability of your website.
• Increase usability and help to improve web conversions.
• Increase information access to more people using assistive technologies and adaptive technologies.
• Accessibile web design is required by law in some places, so your business brand will benefit by complying with accessibility standards.

9 Accessibility Mistakes to Avoid When Designing a Website:

1. All your links read: “Click Here.” This could be confusing to visitors using screen readers and other assistive technologies. Instead, use a descriptive link that gives useful clues about where you’ll take them once they click.
2. You use tables to layout your web pages. Instead, use tables for organizing ‘tabular data’ (for charts and such) to eliminate confusing and repetitive table tags. Opt for CSS to layout and style your web content.
3. Your pages use extremely small type (because “it looks cool”) that can’t be resized in the browser. People with sight disabilities may need larger text in their browser. If your design breaks or doesn’t allow that, they will have to leave your website.
4. Color is used as an integral design or navigation element. That would confuse those who are color blind (take the color blind test). And remember some monitors don’t display colors accurately.
5. You’ve got light grey text on a white background or dark grey type on a black background (because it’s “so Web 2.0″). This makes reading a difficult and painstaking process. You need to use a bit more contrast for users with challenged vision. You don’t have to completely sacrifice design for functionality, but do keep this in mind. And do allow users to make their own decisions about how they browse your page.
6. All description, title and alt tags have been left blank so people must guess what your page and images are all about. Make sure your web designer goes that extra step, labeling and describing the contents of your page. This may mean that you, the business owner, must provide content for the designer to input.
7. There are no captions on any video or audio recordings, and no transcripts are provided for the deaf. Physically challenged users might miss out on this quality web content. So don’t leave anyone out, and make sure to offer alternative versions of your audio/visual content.
8. There are no descriptive tags in web forms explaining how to fill them out. Close your eyes and imagine filling out an online form. Where do you start, what should you type, in what format? To ensure that you recieve high quality form submissions (or recieve submissions at all), try including descriptive form tags. You web designer should also insert any instructions (like “enter year with four digits: 2010″) before the form fields, not after.
9. You used an online validator, but didn’t do any web content accessibility testing on actual users with disabilities. An online validator is a good place to start. But it is not a good substitute for a person. Testing your page on a group of people who have disabilities will give you most invaluable feedback about your site.

Recommended Reading:

• Website Accessibility Under Title II of the ADA
• Understanding Disabilities When Designing a Website
• Beyond ALT Text: Making the Web Easy to Use for Users With Disabilities: 75 Best Practices for Design of Websites and Intranets, Based on Usability Studies with People Who Use Assistive Technology
• Web Usability Accessibility and Usability Resources

Resources:

• Web Site Accessibility Tools, Checklist & Guidelines
• Test URL in Online Checker
• List of Screen Readers

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Above is the first free Mindspring Design video tutorial. It’s just under four minutes and is packed with good info if you’re starting off in Photoshop. Let me know if you have any questions or need clarification. Knowing about layers and masks is half the battle in learning Photoshop. Enjoy!!!

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As more and more people are affected by the economic downturn, many are looking to cash in on their talents to make extra cash on the side. Others are diving in headfirst to start up their very own small business. And one key strategy to help jumpstart your business and maintain its growth is networking. Everyone doing business has to get their name and information about their product or services out there. A great way to do this is to have creative, effective business cards to leave with people you meet.

Creative, eye-catching business cards can be printed relatively cheaply. They are transferable, meaning that people tend to pass them on to others who might need your services. And, they make you directly accessible even if you haven’t setup a website yet or created printed marketing materials. We will discuss how to visually enhance your business cards so that they do their jobs.

Do’s and Don’ts for effective, creative business cards:

DO:

1. Use your well-designed logo and display it prominently.

2. Make sure your company info is correct. Check and double check your name, position, company, phone and fax numbers, website, blog, tagline etc.

3. Tell people what you do. The card should describe your business and specify why they should do business with you, instead of your competition. Use both sides if you can afford it, so that you are not cramped for space. Plus, that’s more prime real estate for marketing your services.

4. Design it. (Using a stock/template card will look just like everyone else’s card.) You can easily do this yourself. Companies like Vistaprint allow you to upload your own design.

5. Better yet, hire a professional who will make sure the card is visually balanced and typographically pleasing.

6. Your card should reflect you. When appropriate, let your personality shine through, or give people visual cues about your skills.

7. If you want to splurge, here’s a great resource that gives some great ideas which include embossing, metallic, quirky, cutouts, odd shapes and sizes, translucent, popups, textured and more. Of course be careful as some of these wouldn’t fit in standard business card holders. But if most in your industry keep their contacts in a digital format or online, then go for it!

DON’T:

1. Use cheap paper. Buy the best you can afford.

2. Get free cards with a sponsor printed on the back.

3. Make type too big or too small or plaster it over a busy photo, rendering it completely illegible.

4. Place type too close to edge of the card. This screams amateur.

Follow these tips and you will be able to network effectively and leave a good, professional first impression wherever you go. Stay tuned for more posts in the Starting a Small Business Series for web and print marketing and design tips.

Check out these business logos:

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Consistent navigation helps guide your visitors, avoiding frustration and abandonment.

As people use the internet, they are “travelling” at lightning speed, scanning images and information very
quickly. So your website must have clear and consistent navigation in order to facilitate seamless web experiences.

Experts on web usability say that a good, consistent navigation system should answer these three questions:

1. Where am I?
2. Where have I been?
3. Where can I go?

Just as highway signs let you know: (1) you are on Route 95, (2) you are passing Philadelphia, and (3) you are headed South and can go to Delaware or Baltimore, web navigation gives you visual cues to keep you informed, guided, and not lost. Quickly. Go to another country, and a road trip should not seem all that foreign to you. Similarly, jumping from website to website, you should know what page you’re on, in what section, and what other sections you can navigate to from any page to get to your destination.

Links should stand out and be consistent and legible. Your web designer should use server side includes to form navigation so that it’s consistent on every page. That also makes it easy to make site-wide changes in minutes.  And make sure your navigation is readable and searchable by search engines.

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