“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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What is an SSL Certificate?

It’s a certificate that verifies your online identity and encrypts sensitive information that is sent through your website. It should contain information like: your domain name, certificate holder’s name, issue date, issuer name, and possibly details about your business like organization name and location.

Check out this video for an explanation:

Why would you need an SSL Certificate?

You have an online store
Your website has a login to a confidential area
You need to transmit sensitive customer/business information
You need to ensure privacy
You want to gain trust

There are countless companies offering SSL certificates. Verisign claims up to an 87% increase in transactions when businesses use Verisign Extended Validation SSL. GoDaddy is another option. Shop around and see what is best for your small business needs and budget.

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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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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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When choosing a printing company to produce your marketing materials, you want the best quality for your money. Here are a few tips to help you find the best printer for your marketing needs.

Get multiple price quotes from reputable printers. Make sure to send each printer the same project description so that you can compare apples to apples. Include the size of the paper, whether or not the artwork bleeds off the paper, number of ink colors, number of pages, type of paper, file type, etc. Be as descriptive as possible, a good printer will often follow up your enquiry with additional questions and suggestions.

FREE DOWNLOAD: Price Quote Request [PDF Example]
And check out this glossary of printing terms so that you’re not left in the dark!

Aside from your graphic designer, ask your printer any questions you have. They are knowledgeable about design layout, paper weights, ink colors, and more. Once you find a printer you like, try to build a relationship. You may even be able to visit the press facilities for a tour. This has been very helpful to me in the past.

Local Printers

I’ve had good experience with these local south Jersey printers. What printers have you used? Have you had good or bad experiences?

• Alphagraphics
• Kiva Printing & Graphics
• Minuteman Press
• Pirolli Printing
• FedEx Kinkos (the Cherry Hill branch is open 24-hours — I’m listing it only for if you’re in a bind, but don’t expect miracles at this location, let alone a good print job)

I’ve also had good experiences using online printing services for pop-up banners, tablecovers, t-shirts, and direct mail postcards. Just make sure you use a reputable company that gives you a proof (so you can see what your final will look like) and has a good return policy. And make sure to call their customer service reps for any guidance and practical suggestions.

Ways to Save Money

• Design with only 1 ink color.
• Don’t let your design bleed off the paper.
• Choose standard paper sizes.
• Avoid folds, special cuts (die-cuts), special colors (like metallic inks).

Have you found a creative way to save money in your business printing endeavors? Let us know.

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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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• Stock.Xchng
  
• MorgueFile
• FreeDigitalPhotos.net
• BigFoto.com
• FreeImages.com
• Wikipedia Public Domain Image Resources (scroll down)
• 123rf.com
• TurboPhoto.com
• ImageAfter.com
• Dreamstime.com

Be sure to choose quality images with good contrast, color balance, sharp focus, etc. At full size, web images should be 72 dpi, and printed images should be at least 300 dpi. (Learn how to check this here.)

Of course, nothing beats an original, commisioned photo for your website or printed material. But if you need quick, free visuals, I hope this list is helpful.

Remember, if it looks free, that’s because it is! So use good judgment and make sure the photo reflects well on you!

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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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There’s a plethora of advice on sales & marketing strategies for business owners, but I will discuss five simple ways you can visually improve your marketing materials. Educate yourself before a graphic designer proposes a new flyer. And take ho-hum, snooze-inducing brochures and posters from “Zzzzzz” to “Wow!”

1.    Choose your weapon.

First, you must choose the medium that best fits your audience. What will attract the most attention and remain in their memories? Does your industry regularly print hundreds of tri-fold brochures for customers? Print them at an irregular size with a cool fold, add more color, change the paper. If people usually gloss over your hand-written sign, try an eye catching POP display. Try placing your message on an object that is related to your business. Or, use an item that showcases your competition’s weakness and send it through the mail. Think outside the box and have fun!

2.    Make it readable.

What’s the point of a catchy tagline, well-written copy, or tempting incentive if no one can read it? I was horrified when I received a postcard from a local beauty salon – it featured a very faded photo of the salon premises covered over with light colored text. So, not only was it hard to make out the photo, but the card was completely illegible. Extremely small type, all uppercase letters, and very scripty type can also put a strain on the eyes. You want to convey personality and style, but not at the expense of good taste or readability.

3.    Choose a focal point.

A great way to induce stress and confusion in customers is to have too many things going on at once. Whether you’re ordering a business card or a three-story mural, you need a single focal point. Otherwise you risk losing a person’s interest or worse yet their business, because of pure exasperation. A skilled graphic designer will be able to draw the eye to the most important information using an amazing photo, dynamic shapes, etc.

4.    Limit font usage.

Choose a versatile typeface that reflects your business style and stick with it. You may also choose a separate typeface that offers a nice contrast. If there are 6 different typefaces, 11 different sizes, and 19 different colors going on, you will come off as very unprofessional and disorganized. Don’t do it. A graphic designer will be able to suggest appropriate typefaces and the best ways to emphasize all the important parts in your text. This will strengthen your message and unify your look.

5.    Drop the clichés and show your personality.

Gather together all the brochures, ads and flyers you can find from your competition. Do you see an underlying, cookie-cutter image or color? You may find an extent of homogeneousness because people need to instantly recognize who you are and what you do. However, don’t be afraid to drop the clichés and let your unique approach or style come through (appropriate to the context).

These are just a sampling of guidelines you can use to assess your current marketing collateral, or when creating new marketing collateral for your business. Mindspring Design has a comprehensive 62-point system for creating your customized print materials. Contact Mindspring Design today for a consultation and let your brand start working for you. And remember, you are reinvesting in your business when you take time to consult with a knowledgeable graphic designer.

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