You can have a great idea or distinction but damage the company, by picking the wrong colors, fonts, or image for your business. Your image has to match your message. So let’s look at colors and print considerations for specific messages.
Red Passion, excitement, rage, intensity and action
Orange Warm, jovial and energetic
Yellow Caution, cheerful, health, clean and inspiration
Green Cool, natural, refreshing, and peaceful.
Blue Cold, relaxing, and stable
Purple Dignified, mystic and regal
White Cool, pure, clean, youth, and bright
Black Ominous, death, important and elegant
Gold Rich, wealth, and importance
Silver Strong, regal, smooth and flowing
Letters and Shapes
You have at your command a combination of a hundred different styles, typefaces, fonts, shapes and formats. Each kind can give a specific message to the reader. In considering your direct mail and image, you should consider the message. Find below the print characteristic and the subliminal message it may carry.
Characteristic Description of Stroke (Message)
Thick Strong, solid, full
Thin Elegant, fluid, light
Combination Solid, movement
Round Open, solid, strong, jovial, and happy
Tall Elegant, flowing, moving, fluid
Bold Solid, strong, forceful
Bold Italic Combination Firm, classify, royal, rich
Serif Fancy, royal, regal, and formal
Sans Serif Plain, regular, text, relaxed