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Is It Time To Update Your Brand’s Logo?

Is It Time To Update Your Brand’s Logo?

When is it a good time to update your logo? That is the question that many wrestle with in companies but there isn’t a hard and fast answer. There are a few things that can cause you to update it. These things include age, complexity, company changes, or you want to stay current with recent trends. We’ll take a look at each instance, and help you answer the above question.

The Logo Is As Old As The Company

Many people in the company, particularly those who were there from the beginning, may feel attached to the original logo. It is hard to let go of something that represents the founding of the company. However, consumers today are highly perceptive of old logo designs, which is why it’s always important to keep your up to date. More than likely you are using it with your marketing materials, so you want to make sure that a consumer’s first impression of your brand is a contemporary design.

Busy Designs Don’t Translate

One thing that you should keep in mind is simplicity over complexity. In this day and age, your logo must be able to translate online. If it is too complex and doesn’t look good on your website, that is a clear indicator that a redesign needs to happen. One of the biggest things you should think about first before redesigning is how you will use your logo. Are you going to be putting it on merchandise? Or on other sorts of promotional products? If that is the case, you will want to make sure the design can translate into different mediums, otherwise, you are going to end up with too many different designs.

Rebranding as the Company Evolves

Another great time to consider rebranding the company with your logo is if there are changes taking place with the company. These could be internal changes, moving the company a new direction, and as such, will need a new look. Perhaps your company merged with another well-known brand, and you want to take advantage of that branding opportunity. In any case, both would be great examples of why a company would want to change their logo.

Consumers Are Trend Sensitive

Consumers are very aware of what is current and what is not. The current trend for logos has been minimalist and geometric in their design. As such, something that doesn’t fit into this trend could come off aged in the eyes of consumers. However, of all of the reasons to change your logo, this one would probably be at the bottom of the list. You don’t want to have an old logo, but you also don’t want to create something that doesn’t fit with your brand just for the sake of keeping up with trends. You should only do it for this reason if it makes sense with your brand image.

Getting The Right Design

Don’t make the same mistake when you first designed your logo by hiring an amateur. Find a professional that can understand what you are looking for and deliver. This means you need to define why you want to change your logo, what you want it to convey, and what your budget is for designing this change. With these three things, you can ensure that you don’t waste any time, and get your new logo out into the world.

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Applying Color Psychology To Direct Mail

Color is a key influencer in one’s decision to make a purchase. Although your messaging needs to be strong, color can prevent your message from resonating with your target audience. This is why it is important to know the audience you are targeting and what specific colors for this audience would be best to use. This is important because according to Satyendra Singh, it takes only 90 seconds for a customer to form an opinion about a product. Moreover, 62-90% of that interaction is determined by the color of the product alone.We are going to give you a basic understanding of color psychology so you can optimize your direct mail campaign with greater intent.

Basic Color Generalizations

When you are approaching your color selections, you should be aware of on a basic level what color categories evoke in the the viewer. According to an article by the Entrepreneur called 10 Direct Mail Secrets,” typically “warm colors are exciting and energizing; cool colors are relaxing and refreshing. Bright colors speak loudly; dull colors suggest quietly.” With these in mind, you can start to narrow down what color scheme would be best suited for your direct mail materials. Of course, when color is involved you have to consider price, that is why you should limit your direct mail piece to one to two colors. Not only will it save you money, it will also make sure you don’t overwhelm your prospect—in this case, more is not better.

Narrowing Down Your Colors

So the main concern of any color selection is determining which ones will help produce conversions. Here is a basic rundown of what color each means from Color Psychology In Marketing: The Complete Guide:

  • Red-emotion, love, fear, and survival. Due to the latter, it is important to use it sparingly. It is a great color to get someone’s attention.
  • Orange-physical comfort, warmth, food, and shelter. Excites appetite.
  • Yellow-happiness, uplifting, radiant. Excellent option if your message is positive, but this color also should be used sparingly for it is known to cause anxiety if used too much.
  • Green-nature, peace, harmony, balance. Great for reducing stress and promoting overall well-being.
  • Blue-cerebral, mentally relaxing, non-physical response. Useful for producing a sense of calm and trust. Used too much though can make one feel cold and disconnected.
  • Purple-spiritually uplifting, physically soothing, energetic, imaginative. Can evoke opulence, magic qualities, and mystery. Too much purple can be distracting.
  • Pink-sensitive, nurturing, romance. Evokes a sense of understanding, but too much can make your message come off as immature.
  • Brown-stalwart, symbol of protection, stable. Brown can come off a bit boring, but as with all colors, it’s all about context.
  • Black-serious, independent, evil, death. This is a double edge sword for too much can produce the last two unwanted reactions, but used sparingly can be used with great effect.
  • White-purity, clean, peace. Can trigger a sense of new beginnings, but can also cause someone to feel isolated or lonely if used too much.

Picking The Right Colors

As you can see, color can make or break the message you are trying to convey. Carefully consider how you want your target audience to react to your message, and use that to focus in on what colors would be best. With each color, there is a threshold that you will determine if it is just the right amount, or too much, which can change the meaning of your message. As with all marketing strategies, the best place to start is gathering as much information as you can about your audience. Doing so will make sure you do not select an ineffective or misleading color.

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Stellar Design Trumps Immaculate Wordsmithing

The most important aspect of a direct mail campaign is the imagery you choose to incorporate into the design. People in this day and age have become expert skimmers. This is why it is important to grab their attention with an image so that your words do not become an afterthought—it urges them to dig deeper rather than toss it aside.

Images Are Not Complimentary

An image should not be thought of as something that complements your message. It needs to hold its own weight and represent your message wholeheartedly. A great image is going to have the power to make people stop, and look further into what they are currently holding in their hands. This is mainly due to the fact that people can process images 60,000 times faster than they can words.

Moreover, the imagery will enable you to stand out from the competition. This greatly increases the chances that someone will engage with your marketing copy instead of passing over it. According to Compu-Mail post on print ad statistics, 73 percent of consumers prefer mail to other ad types. And according to the Direct Marketing Association 2014 Statistical Fact Book quoted by Beasley Direct, across all ages, the fraction of households who immediately discard print ads is lower now than in the 1980s, averaging about 6 percent. These are the statistics that are driving companies to use direct mail marketing campaigns. This is an opportunity for your business to break down everyone’s expectations and stand out amongst the competition. With a great image, you can deliver your unique message more effectively and overcome the consumer’s predisposition to marketing messages.  

Don’t Do it Alone

Hiring a professional graphic designer will help you avoid  the mistakes of going over budget, wasting invaluable time, and producing an unprofessional looking design. They have done this before and can help break down the process so you can better understand the overall direction and design decisions. Let’s face it, your business deserves the best, so don’t waste your time on amateur work.

The next thought that might be entering your head is where do I look for a great graphic designer and what criteria is pertinent in determining their ability to deliver? With One Stop Mail, you can lay those thoughts to rest. Our professionals will be able to help you craft a design that will make you confident in reaching your desired campaign goals.

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Top Graphic Design Trends of 2015

Is your graphic design style with the times?

Trends in advertising and design are changing even more quickly than ever before, “thanks” to the digital revolution and the rapid spread of new design paradigms across the world.  Everyone is fighting to stand out on store shelves and in mailboxes, which means there’s a near-constant evolution of design ideas.

If you’re still using marketing materials from a couple years ago, you will almost certainly see a major boost in interest if you update them to more modern styles.  And if your competition hasn’t updated theirs, your materials will definitely stand out among all the rest.

So, we wanted to highlight some of the major design trends that became prominent in 2015.  These are the directions you should be looking with your art design in the months to come.

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Graphic Design Matters For Your Branding!

For a long time, matters like “branding” and “image-building” were largely seen in marketing as the province of the largest businesses.  Coca-Cola cares about “positioning,” but why should Bob’s Corner Store worry about such things?  Smaller and local businesses are simply focused on local traffic, right?

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