By Roger C. Parker
For marketing material, color is arguably one of the most powerful design tools at your disposal. It is extremely noticeable — even when viewed from a distance, a document with color stands out from black-and-white publications. Your publications will come to life with the appropriate application of color, and you can also use color to reinforce your organization's brand and identity. Adding a splash of color can give you a lot of bang for your marketing bucks.
Role of color in marketing
Color plays four major roles in increasing the communicating power of marketing materials for your business.
- Provides differentiation and recognition Color helps your targeted audience recognize your marketing materials and also distinguishes your materials from your competitors' collateral. Color can also help you brand your marketing materials — by providing a signature look or style that is uniquely your own.
I see a lot of improper use of color in an off of the web. It is not hard to use a few basic principles to make your documents look better.
