Once you have an M.D. reduce it down to a simple and effective statement and include inyour marketing materials, business cards and advertising. By integrating your message inyour marketing you reinforce the message, ensuring both your clients and employeesunderstand the uniqueness of your business.
Once you have your distinction in place you will want to turn your attention to ensuringyour “image” conveys the right supporting message in your business cards, letterhead,logos, and marketing. A few basic concepts on image may be useful to your now.
Strategy: Make the right choice of fonts, colors, and image to match your business.
You can have a great idea or distinction but damage the company, by picking the wrongcolors, fonts, or image for your business. Your image has to match your message. So let’slook 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 consideringyour direct mail and image, you should consider the message. Find below the printcharacteristic 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
Selecting the right combination of shapes, styles and formats can contribute to your image. Take a look at the various effects on a childcare business simply by changing thetype/format. Here is a simple example by designing a card for a child care business. All weare going to do is play with the type of font. Simply by looking at the cards you get adifferent feel for each card.