DM news recently had an interesting article on color use. Bottom line: traditional color doesn’t necessarily boost results. Creative color use does — Forget the full color wash. Spot color or a chart of graph (or fundraising offer line) provides added visibility if you haven’t used color everywhere else. Color can increase brand recognition by 80%. Think about consistent color use for the logo at least. Innovate with color that stands out. Seth Godwin points out in his book Purple Cow: “Brown cows, after you’ve seen them for a while, are boring. They may be perfect cows, attractive cows, cows with great personalities, cows lit by beautiful light, but they’re still boring. A Purple Cow, though. Now that would be interesting. (For a while.) The essence of the Purple Cow is that it must be remarkable.” Today, color is affordable. The challenge is to use it in the most powerful way possible.
Surprising Color Boosts Results
February 23, 2009