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From the Blog

The importance of colour in marketing collateral

21st February 2019
Whether it’s the clothes we wear, or the shade of paint we pick for our living room, colour plays an important role in our lives. We are surrounded by different colours everywhere. Colours have different definitions and associations, and has the power to evoke different emotions that can influence our decisions. Colours can affect us in ways that we might not even be aware of. That’s why it’s so important for businesses to pick the right colours for their marketing collateral. Colour definitions and associations Colour is used to communicate a brand’s visual style and can be both emotional and practical. Different colours can affect how customers feel when they look at marketing collateral, while on a practical level it can help a business stand out from the competition. Take the colour red for example, it symbolises danger, passion, energy, love and anger, all of which demand attention. Red is the international colour of the ‘stop’ road sign, which people easily recognise and understand worldwide, it’s also used in many flags as a sign of pride. Red is a power colour but can completely change the audience’s perception when paired with other colours.   Yellow symbolises happiness, optimism and creativity. It’s the brightest colour of the spectrum and most noticeable by the human eye. You’ll often to see combinations of red and yellow in the fast food industry, like the iconic McDonalds brand, as those colours are thought to boost appetites. When yellow is used as a singular colour, it often represents caution or danger.   Blue on the other hand, represents honesty, serenity and loyalty. It’s frequently used in healthcare or customer service organisations to assure customers that they’re in safe hands. Using colour in marketing collateral Graphic design uses visual emphasis as a way of directing an audience and communicating with them through or around a piece of design. By ordering the content through the use of visual hierarchy, the design is able to highlight certain key bits of information. This could be emphasised through the size, weight, colour or even the placement of particular elements. Although colour can be used as a means of identification in graphs and charts, the use of colour also helps to adjust the mood, emotion and association of the design. If a colour is chosen out of personal preference, it could potentially give the wrong impression or detract from the message itself. By understanding both the subject and audience, the colour can be appropriately chosen. Imagery also plays a key part when colour is applied in marketing collateral, for example, using black and white photography could appear over dramatic in comparison to the content provided. Colour imagery however, is more suitable when the design is created to tell a story, as it creates a relationship with the audience through the mood that the colour presents. This is where warm or cold colour palettes come into play. A cold colour palette can represent loneliness or sadness, whereas a warm colour palette represents passion and happiness. However, when

How to generate leads on social media

13th February 2019
We all use social media to promote our businesses, interact with our customers and raise brand awareness, but does anyone actually think of social media as a valid lead generation tool? Probably not. The truth is that social media is a great way to build your brand and connect with your customers, and through the right messaging and advertising, a great way to generate leads. But it’s not easy, social media lead generation requires a combination of things to make it successful, so here are our top tips to consider using in your social media strategy: Tip 1: Target your ideal customer Social media is great for targeting your ideal customer. You have the option to create custom audiences on every social media channel, based on the personas of your ideal customer. You can target literally everything from age groups, interest, job titles, locations and even relationship status. Use all of that targeting criteria to find the right audience for your business. Tip 2: Content is king As discussed in our previous blog post ‘8 Digital marketing trends for 2019’ content is key to any marketing strategy, and the same applies to social media lead generation. The secret is to create engaging eye-catching content that delivers the right message to your target audience. Don’t just post the same content for every social media platform, make sure you create different content for Twitter, LinkedIn and Facebook etc. Tip 3: Engage with your audience Engage with your customers on social media, reply to their questions and try to find solutions to their problems. A happy customer with a positive experience is more likely to recommend you to other potential customers online. Remember social networks are called networks for a reason, make use of them and start a conversation with your customers. Tip 4: Advertise on social media for lead generation While organic social media posts can be targeted, social media advertising takes targeting to a much higher level. Each platform allows you to target specific audiences, based on different demographics and interests. It’s also a great way to keep your marketing costs low by only paying when you actually receive a lead. Facebook Facebook boasts the largest database of users than any other social network. You can use Facebook to create promoted content using ‘Leads Ads’ and include a call to action along the lines of ‘learn more’ or ‘sign up’. This is similar to gated content, the potential customer is willing to provide information in exchange for something valuable to them. One of the biggest advantages of using Facebook Ads is that Facebook automatically populates the lead form, including their details such as their email address. This eliminates the need for an extra step such as driving the user to a landing page, and having them submit their information with just one click – just make sure you’re giving something valuable enough to get their information! Instagram Since Facebook owns Instagram, advertising on Instagram has changed. All ads are created through your

4 Website Trends to Keep Your Eye On In 2019

7th February 2019
We recently posted about the exciting Digital Marketing trends we’re looking out for in 2019. Often those trends are far from being implemented in the average small business’ marketing strategy, but when it comes to design, we can confidently predict what’s coming. So we’ve rounded up our top four website design trends for 2019. We’re often telling people not to follow website design trends and to always aim to create a website that stands the test of time, however we can’t deny that some website trends are beneficial to the web ecosphere; layouts with whitespace, unboxed websites to name a few. Breaking the grid Since the Mobilegeddon in 2015, the internet has become a playground for clean grid based layouts with evenly spaced and evenly sized elements. Not anymore, grid layouts don’t have to follow a ruleset, and web designers across the land are standing up and taking notice. Removing the requirement for a grid to be uniform adds a sense of dynamism and depth. Long live the serif! Typography should always blend design and readability, without readability you’ve really just got a pretty picture. Serif fonts have been more recently used across news websites, blogs, articles, and medium, however serif fonts are making a comeback all across the web. In 2015 Google launched their new logo which was the first major change to their logo since 1999, this was a sans serif logo. Gone are the days of all the scalability issues serif fonts are known for, the new logo was perfectly aligned with Google’s design language; material, typically web designers followed suit and what ensued was a lacklustre Helvetica based internet. Web designers are now creating designs incorporating large serif based type and this is adding personality back into the internet.   Organic shapes Typical grid layouts create a perfect environment for circles, squares and rectangles, 2019 will see the rise of more organic shapes used across websites. Organic shapes provide a more natural and comfortable transition through websites. Whilst traditional grids provide a heavy structure and stability in the design of a website, using organic shapes will create a natural feel and a sense of accessibility to your website. We predict that we will see more natural and organic shapes across the internet in 2019 as designers break free from the traditional layout grid and start experimenting with alternative layouts.   Keep it moving Adding simple and subtle animations to your website makes your website appear more usable and more reactive to your user. A great example of micro animations within a website is Apple’s various product landing pages.    Micro animations provide a great way of presenting your information and building suspense during the presentation of your information, adding playfulness through animation is something we’re going to see a lot of in 2019 as designers experiment more with natural user experiences. That’s our roundup of some of the top trends we think will really gain traction across web design in 2019, these are all great trends

My Favourite PR Campaigns of 2018

23rd January 2019
PR campaigns happen all day, every day, all year around. But to make PR campaigns successful, they need to be bold, stand out, and build a strong enough connection for people to stop, think and process the message that your brand or company want to share. To choose just a few has been a difficult task, but here are four PR campaigns I’ve highlighted from 2018. KFC FCKs up Let’s start as we mean to go on, with food. The fact that KFC had a chicken shortage will never not be ironic and/or amusing, unless you’re me, and KFC is a religion. Yes, KFC ran out of a chicken back in February 2018, which brought the UK to a standstill. But more importantly, instead of panic, the chicken restaurant turned to self-deprecation and a sense of humour to handle the crisis. It’s ‘We Are Sorry’ PR campaign saw an ad created that rearranged the synonymous ‘KFC’ on their bucket to instead display ‘FCK’, with the slogan: ‘WE’RE SORRY’. The ad then redirected customers to its website to provide more information on the status of its restaurants. How could DG have helped? We would have been on hand to receive any free chicken that KFC wanted to send our way. Valentine’s Day at Greggs Ah food, again. Greggs never fails to disappoint, both in its pastry delicacies and PR campaigns, and 2018 was no different. Who wouldn’t want Valentine’s Day at Greggs? Teaming up with OpenTable, Gregg’s Valentine’s dinner was launched in January which offered lucky couples a unique candlelit dining experience on come February 14th. Serving up their famous pastries and baked goods, accompanied by dimmed lighting and classical music in a candlelit setting, Greggs got everyone doing two things: either talking about Greggs, or eating there. A great idea which looked to amplify the bakery chain into a position of heightened sophistication and dining experience, I can only hope they run a similar campaign in 2019 to save me a few pennies. DIESEL, or DEISEL? Selling knock-off clothing to unsuspecting customers, that doesn’t sound like a good PR campaign, right? Wrong. Opening a fake bootleg store in New York’s Chinatown, Diesel sold a counterfeit alternative, ‘DEISEL – For Successful Living’ in February 2018, which in fact was selling genuine merchandise. As part of Diesel’s spring/summer 2018 campaign strategy, Go With The Flaw, Diesel explored the idea of imitation being the greatest form of flattery, and people’s obsession for funny logos and knock-off brands. The question is, did it work? Diesel’s founder Renzo Russo believes so, with the campaign encouraging fans “to feel free to wear whatever they want”, using the power of Diesel to spark questions around the idea of bootlegging your own brand, whilst actively taking part in the culture. The link between obesity and cancer The more serious and most important PR campaign on this list – Cancer Research’s anti-obesity campaign. Did you know Obesity is the second highest preventable cause of cancer after smoking? We all