Role of Branding in Direct Mail/E-mail

New Products Alert: CorelDraw as Standalone Software

Disclaimer:  While we only recommend products we know and love, we want to note we use affiliate links and may earn a commission for purchases made through those links.

Photo from Corel

Ok, I should preface this announcement. CorelDraw being available as a standalone product is a relatively new development as they issued a press release to that effect in 2020. But hey, 2020 was a big year. A lot of other things were on our minds . . . so I figured you may have missed the news as well.

If you’re one of our loyal readers, you know we are big fans of the CorelDraw Graphics Suite, which retails for $499. While still a steal compared to competitor brands, you can now get CorelDraw and Corel Photo-Paint together (called CorelDraw Standard) for $299, and CorelDraw as a standalone (called CorelDraw Essentials) for $129!

As we’ve said in a number of our articles: if you’re a graphic designer by trade, CorelDraw is probably not your graphics editor of choice.  If you’re a small business owner without a lot of graphic design experience who is choosing to do branding in-house, CorelDraw is a great choice.  You can address all your web and print graphics needs and produce sophisticated, high-end products . . . for a fraction of the price of the typical designer preference, Adobe.  (These days, most Adobe products are only available via subscription, and their current price for their annual subscription paid monthly is $52.99 – $635.88 for the year . . . to be paid year after year for as long as you would like access to their products.  Photoshop as a standalone is $20.99 per month; totaling $251.88 per year. For some people, paying that amount for Adobe products is an ongoing invaluable investment.  For others – like us, it’s like buying a Ferrari to take your kids back and forth to school.)

Click here to read a tutorial on How to Set Up Simple Print-and-Cut Business Cards in CorelDraw.

Click here for a tutorial on How to Easily Create Letterhead for Your Business in CorelDraw.

Click here for a tutorial on how to Design Your Own Logo.

Click here to purchase CorelDraw and Corel Photo-Paint together (called CorelDraw Standard) for $299.

Click here to purchase CorelDraw as a standalone (called CorelDraw Essentials) for $129.

Blue

I recently realized the 50th Anniversary of one of my favorite albums (i.e., vinyls for those under 30) is upon us – Blue by Joni Mitchell.

While that fact has little to do with this blog, hearing the song did get me thinking that the time had come to write a piece that offered a reminder about the potential importance of color selection in building a brand . . . and also reminded me that I have spent a disproportionate amount of several decades staring at various shades of the color blue while at work!

To quote information cited by Jill Morton at the Colorcam website in an article entitled Why Color Matters:

1. Research conducted by the secretariat of the Seoul International Color Expo documents the following relationships between color and marketing:

92.6 percent said that they put most importance on visual factors when purchasing products. Only 5.6 percent said that the physical feel via the sense of touch was most important. Hearing and smell each drew 0.9 percent.

When asked to approximate the importance of color when buying products, 84.7 percent of the total respondents think that color accounts for more than half among the various factors important for choosing products.

Source: Secretariat of the Seoul International Color Expo 2004

2. Research reveals people make a subconscious judgment about a person, environment, or product within 90 seconds of initial viewing and that between 62% and 90% of that assessment is based on color alone.

Source: CCICOLOR – Institute for Color Research

3. Research by the Henley Centre suggests 73% of purchasing decisions are now made in-store. Consequently, catching the shopper’s eye and conveying information effectively are critical to successful sales.

Pick Wisely for Many Reasons

During my decades of working in the field of communications, over 90% of my time was spent with the corporate color of blue – most recently PMS 301/C-100 M-43 Y-0 K-18/R-0 G-109 B-168 . . . but more about those cryptic codes later.  Admittedly, the exact hue and tone have changed three times, but blue has paid a particularly large role in my professional life.  Frankly, my only non-blue moments came from work done for a variety of business partners, subsidiaries, or off-shoots of my main employers.  When I would finally get to do green for a bank or a burgundy red for a data encryption company – the new sense of freedom was an enormous guilty pleasure!!

So . . . How Was Blue Chosen?

The initial selection was far enough back in time that branding had yet to become a separate phenomenon and discipline.  As a result, I’m inclined to think the choice was mostly a matter of good instincts or dumb luck or perhaps a bit of both on the part of my employers at that time.  You see, the company was involved in insurance and financial services – an industry that now seems to disproportionately and not coincidentally favor blue as a corporate color.

Why?

Much has been written on the characteristics and impact of various colors, so I won’t reinvent that wheel but will quote from one such example while letting you know that countless others are available with the similarities far outweighing the differences in message. 

At the Canva website in an article entitled Understand What Colors Mean, the following overview is provided:

 “A lot of research has gone into color theory. You can definitely get lost down the rabbit hole finding the story behind each color, however, here’s a quick summary to give you an idea:

Red is associated with danger, excitement, and energy. It’s also known for being the color of love and passion.

Pink is feminine, it’s sentimental and romantic. Different shades, like hot pink, can be youthful and bold.

Orange, like it’s namesake, is fresh and full of vitality. It’s also creative, adventurous, and associated with being cost-effective.

Yellow is optimistic. It’s a color associated with being playful and happy.

Green is natural, often used to demonstrate sustainability. But it can also align with prestige and wealth.

Blue is trustworthy and reliable. It’s calming or often associated with depression.

Purple is royalty and majesty. It can be spiritual and mysterious.

Brown is down-to-earth and honest, often used for organic wholesome products.

White is pure. It conveys simplicity and innocence, often with a minimalistic feel.

Black is both sophisticated and elegant. It can be formal and luxurious, but also sorrowful.

Multicolor is united or open to anything. It’s great for capturing the spirit of diversity.

Of course, within this spectrum, there is a raft of additional colors. Different hues, such as baby blue or navy, also contribute to the color story.

Also, I suggest you look at an article entitled The Business of Color by vistaprint, which associates specific industries with particular colors and includes a useful graphic for quick reference.

More About Color

While I have been describing color in terms of broad generalities such as “BLUE” – be aware that an almost infinite number of tones, hues, and variations exist . . . and every time you use or reference the color you have chosen for your brand, you must be sure to reproduce the exact same variation regardless of the media, which can be challenging!!  Fortunately, a number of color systems (i.e., palettes) exist that allow you to successfully match exact colors AND communicate with potential vendors (like web site designers, printers, novelty manufacturers).  Furthermore, becoming familiar with these industry-standard systems of identification at the time of selection can prevent some later headaches.  For example, I was once involved in choosing a color, and we based our selection exclusively upon look . . . only to find that we had picked a specific tone with no 100% match under two of the most common matching systems!

Remember my earlier cryptic reference to:   PMS 301/C-100 M-43 Y-0 K-18/R-0 G-109 B-168?  Well, PMS refers to a color matching system produced by Pantone and universally recognized as one industry standard.  CMYK is a system based on mixing Cyan-Magenta-Yellow-Black to produce essentially any color imaginable and is the method most commonly used by commercial printers and imprinters.  Similarly, RGB is a Red-Green-Blue based system most frequently used to identify colors for onscreen use like websites, a/v presentations, etc.  And yet, still other variations such as HEX exist, each with strengths and weaknesses for specific applications.  Ideally, you want to select a color that produces a specific matching value under each of the most common systems.  (In that instance I mentioned earlier, the fact that the color we had chosen did not have an RGB and CMYK value that represented the exact same color – a fairly rare circumstance –resulted in continual headaches that could have been easily avoided. )

As you have opportunities to use these systems in specific applications, you will begin to appreciate that color matching is as much as art as a science . . . but we’ll save further exploration of that topic for a future article.

Where Will You Use Your Corporate Color?

Everywhere.  That repetition is the essence of good branding – building quick, positive, and familiar recognition.

Specifically, your chosen color will become part of your logo, web site, advertisements/ad campaigns, novelty items, store decor, product displays, clothing/uniforms etc. 

Color does matter.  Frankly, I can’t imagine Joni Mitchell’s classic album Blue would have lasted 50 years had another color – such as red – been chosen!

A Simple SEO Hack from Neil Patel

How can I easily increase traffic to my website for free?

Start your page with a question and immediately provide an answer in one sentence.

(Like above.)

Then, you can provide more information underneath. . . .

According to NP Digital Co-Founder Neil Patel, 14% of internet searches are phrased as a question.  When starting your page with a question and answer, time spent on that page will decrease by over 20% (because people are able to find the information they need quicker); however, your rankings and traffic will go up.

To illustrate how this tip would be applicable for another small business, let’s use a painting company as an example.  (Why a painting company, you ask?  No good reason; just the first business type that popped into my head.  Anyway. . . .)

If a painting company wanted to devote one of their web pages to pricing, they could start the page with a very commonly asked question like . . . “How much does it cost to paint a room?” and answer clearly while acknowledging every room is different.  For example: “A 12×12’ room typically costs about $600 to be painted, though a number of different factors can affect that price.” Then, they could go into more specifics about their cost structure in subsequent paragraphs/lists.

Can you think of a scenario on your web site that might benefit from this trick?  Share your thoughts in the comments below!

Landing Pages and Sales Campaigns (i.e., Make Them Land on Your Brand)

Whenever you are conducting a sales campaign, you are certain to have a “pitch” about the differentiating qualities of your product or service that results in a call to action such as a request to buy from you.  In our experience, a simple, well-executed, Internet landing page can be the most effective vehicle for accomplishing that task . . . and your landing page can provide an important opportunity to reinforce (and capitalize upon) your brand.

What Is a Landing Page?

According to “Unbounce” (a developer in the field):

“In digital marketing, a landing page is a standalone web page, created specifically for a marketing or advertising campaign. It’s where a visitor ‘lands’ after they click on a link in an email, or ads from Google, Bing, YouTube, Facebook, Instagram, Twitter, or similar places on the web.” (https://unbounce.com/landing-page-articles/what-is-a-landing-page/)

Getting Started

That said, landing pages are of course web pages . . . but unlike home pages or other content pages on your site, these have a very dedicated function and are constructed differently.  Whereas home pages – for instance – are created to communicate lots of information and encourage exploration, landing pages basically:

  • Reinforce your sales pitch as concisely as possible.
  • Offer supporting evidence (such as testimonials or research data) to help clinch the sale.
  • Provide a simple form to complete the transaction.
  • Include a logo that links to your home page (but just that) for those who need more information to finalize the sale.
  • Reflect the branding of the company to take advantage of past efforts to establish a readily recognizable identity that adds value to the product and/or service being sold.  (IMPORTANT:   Be sure your web site/homepage, sales vehicles, and landing pages all reflect the branding elements decided upon in your Style Guide to gain maximum value from each of them.)

Whether you are building your landing page from scratch . . . or are simply customizing one of the many templates now available, we have found a few key points worth remembering during your development:

  • Your goal is to be as simple, direct, and concise as possible.
  • Your headline and any body copy should reflect your sales pitch (i.e., differentiating sales qualities) being used at that time in ads, direct mail pieces, social media, mass e-mails, etc.  (Remember:  Landing pages are for TRANSACTIONS so keep copy and content short.  If a bullet point or two will suffice, use them.  Save your long, persuasively written copy for your web site and sales tools.)
  • Include art/graphic elements but limit the quantity to one or two mirroring the images of your sales pieces and consistent with the elements of your branding Style Guide.
  • Typically, a form will be used to complete the sale or other transaction.  Keep your requests as lean as possible with the absolute minimum number of fields required to accomplish your mission.  For example:  If your ultimate goal is to collect e-mail addresses to build a data base, just get that piece of information and use that at a later date to gather other details.  Your goal is to enable the interested party to complete the transaction as quickly and easily as possible, guarding against losing them along the way.
  • As part of incorporating your brand, plan (as previously mentioned) to include a copy of your logo that links back to your home page.  However, other navigation that does not fulfill the call to action should be excluded.  (Why risk the distraction?)
  • Sales campaigns usually use multiple media such as ads, direct mail, social media, etc.  Employing the same landing page for each of them can facilitate tracking efforts . . . but you want to be sure you can identify the source that generated the lead.  While a number of alternative strategies exist, one way to accomplish this objective is to use multiple copies of the same page with an identification such as “1” for ads, “2” for mass e-mails, “3” for snail mail, etc.  With all of your results arriving via your landing page, you get a very clear picture of your most successful sales vehicles AND have a bit more control over the closing of the sale, including any necessary follow up of now qualified leads that might be required.   Since so much time, effort, and expense is invested in developing a warm lead, you can’t afford to have any fall between the cracks.  (In my past life, we felt so strongly about this issue that our landing page was the only contact information provided on our sales vehicles; we did not include a phone number because we wanted to make sure all telephone contact was as timely and structured as possible.)

A Word About Testing

Like other sales materials, landing pages can be constructed in a number of different ways.  In our experience, running a controlled test of multiple versions before a limited audience should reveal which elements work best and which version should ultimately become part of your sales campaign.

Land on Your Brand!

Just for emphasis, we will close this article by repeating the importance of making your landing page reflect both the branding elements and the design and pitches used in the corresponding campaign.  Since your landing pages are designed to “seal the deal,” failure to fully reflect your branding wastes the time, effort, and resources spent shaping your identity and misses the last opportunity to have a positive impact upon the sales process.

Note:  To further develop this theme, a future article will be devoted to creating a landing page for our blog that further illustrates these principles in action.  For now, those interested in learning more can check out the writings of Neil Patel:  https://neilpatel.com/blog/beginners-guide-to-landing-pages/.

♫ These are a few of my favorite fonts. . . . ♫

Pardon the singing. Fonts make me happy. Beautiful fonts that are free for COMMERCIAL USE (and can therefore be used for branding purposes!) make me very happy. They are unicorns among an Internet of font horses. So with no further ado, here are links to my top ten favorites (in no particular order) . . . .

1. Audrey

2. Learning Curve

3. Inflatable Flamingo

4. Abuget

5. Daybreak

6. Sugar Script

7. Quicksand

8. Priscilla Script

9. Playfair Display

10. Silhouetto Script

Happy downloading! Questions or comments? Just post in the Leave a Reply section down below.