Designing promotional materials can be creatively fun yet difficult at the same time. In order to design an effective promotional piece such as a catalog or brochure, one must first have a clear understanding of the corporate image, the product or service offering(s), target audience and of the competition. After the research has been completed, then it is time to start designing.
Now the hard part…choosing design colors. Colors are important as they convey a corporate or brand image, incite emotion, act as theme identifiers, highlight areas of importance and can also be used to demonstrate differences. No one color offers the same reaction. Let’s look at the color green. Green is typically a soothing color and in the financial industry, green represents profit. Unfortunately the same does not hold true for those in the medical profession. Health care professionals view the color green as an indicator of infection. You can see how using the color green in a health care brochure may lower sales or the use of products or services.
Bottom line…Do your color psychology research. By taking a little time to understand the industry, target audience, products and services as well as color psychology, your next design is sure to be a success!