In using blue in business, you need to understand the traits, qualities and mood of the color along with the psychological meaning.

Blue is the most universally favored color of all and therefore the safest to use. It relates to trust, honesty and dependability, therefore helping to build customer loyalty.

Physiologically, blue is calming, reducing tension and fear. It slows the pulse rate and reduces appetite. Being a cool color it creates a sensation of space.

Blue adds strength and unity, and is therapeutic to the mind and body. It brings harmony to the spoken word.

Blue works well for the corporate world and is often used for more conservative types of businesses such as accountants, insurance companies, banks and other financial companies where trust and reliability are important.

Younger people see blue in general as a color relating to maturity and the adult market, unless it is a bright electric blue of course.

Too much blue can encourage boredom, manipulation or a rigid outlook.

Keywords for Blue:

Positive Color Meanings in Business:

• loyalty, trust and integrity
• tactful, caring and concerned
• reliability and responsibility
• conservatism and perseverance
• idealistic and orderly
• authority, devotion and contemplation
• peace and calm

Negative Color Meanings in Business:

• rigid, deceitful and spiteful
• self-righteous, superstitious and emotionally unstable
• too conservative, predictable and weak
• unforgiving and frigid
• manipulation, unfaithfulness and distrust

For many business owners, it’s easy to try to shoulder a lot when it comes to running a business. But you may face certain challenges you can’t solve on your own — or realize that you’d rather pay someone else to handle certain aspects so you can focus on the things you do best or enjoy most.

Knowing when and how to hire smart and outsource strategically is an important part of building a successful business — and still enjoying your work as a business owner. So, when it comes to the marketing aspect of your business, here are five signs that you may need a digital marketing expert so you can achieve these goals.

1. You can’t recall the last time you made an update to your website.

Today, there are lots of tools for building websites and blogs — but maintaining an accurate, updated, compelling, mobile-friendly and search-optimized site requires more than a landing page, with your logo and a few words and images. Even the most user-friendly DIY tools produce headaches and cause coding, design or functional hang-ups requiring professional help to fix it.

A great website today also needs to do more than look presentable — it must be optimized to drive conversions like calls, emails, leads and customers. For searchers to find your website, you need to invest in SEO content, site structure and metadata. So, if you’re struggling to stay on top of all this while providing a compelling, effective website that’s driving prospects to your business, it may be time to consider bringing in an experienced team.

2. You’d rather not spend time keeping up with the constantly changing rules of SEO.

Staying up with the pace of near-constant changes in search engine optimization is among the most complex, evolving aspects of online marketing. From keeping tabs on which search engines people are using most; to understanding the basics of algorithm updates like Panda, Penguin and Hummingbird; to ensuring that your website and web presence perform well on search-engine results pages after these updates: There’s a lot to master and implement here.

Thankfully, this is an area to which online marketing experts devote their time, energy, and effort, to help you efficiently market your business online. SEO, because of its constant changes and natural complexities, is an area where outsourcing can really help build your online traffic from consumers searching for local businesses like yours.

3. You aren’t getting results from your search advertising.

When used optimally, search-engine advertising is one of the easiest, most cost-effective ways to generate new prospects. But managing it on your own can be time-consuming and not always yield great results. Search-engine advertising is about more than than just signing up, setting up a text ad and waiting for results.

You need effective, compelling text that drives searchers to an optimized, relevant landing page. You need to target the right audience so you’re spending your money on driving visitors likely to buy from you.  To design your campaign to drive you more of what you want (not just clicks, but calls, emails, form requests from your website, etc.), you need to be looking at that campaign daily to understand how each aspect of it — from bids to keywords to sites — can be refined to deliver more results.

This is where a marketing expert backed by powerful technology can give you the upper hand. And even though you will dedicate some of your budget to have that expert leverage his or her expertise, your overall ROI will be greater, by getting better results out of the same budget. You should look for a partner who does more than show you metrics like cost per click and traffic driven to your site: These just show that people clicked on your ads.

Instead, opt for professionals who will paint “the whole picture” for you, who leverage technology and tracking, to tell you exactly what phone calls, emails — and even customers — your search ads drove to your business.

4. Your social media fan base is not necessarily your target audience.

You may have invested in a social media presence for your small business; it’s relatively simple to establish Facebook and Twitter accounts. But if you’re only concerned with vanity numbers instead of exactly who your community is made up of, it’s probably time to trust your social presence to the experts.

How often are you looking at important factors such as, how many of your fans and followers are even in your immediate service area? How regularly are you updating your sites with relevant, interesting content that engages followers? How are you leveraging paid advertising opportunities on these sites?

Social media marketing is about more than creating accounts and posting sporadic updates: It can be a powerful way to generate word of mouth and site traffic and to boost your website SEO. Find a partner who’ll really get to know your business and target audience, and manage your blog and content marketing so you can target the right audience and build your brand online.

5) You don’t know your marketing ROI.

Is your marketing generating a good return on investment? Like many business owners, you may lack an easy way to answer this question. But because you invest a lot of marketing in your business, it’s important to measure and see the results that marketing is driving. You need to measure the traffic, calls, forms, emails, leads and even customers you are getting from your marketing, as well as determine what marketing sources are getting you the best results.

Sure, you have lots of reports, website analytics and other metrics that attempt to show the success of your marketing efforts. But how well are you able to translate those numbers into clear ROI? With technologies like lead conversion software, you can now not only see the results and ROI of your marketing, you can see exactly what leads are coming from what sources, and which ones you were able to convert into customers.

So, now do you recognize any of these signs that it’s time to outsource your marketing? Do you already work with a marketing expert for some of these areas or manage this all yourself? I’d love to hear your thoughts on what marketing (and other business aspects) you’ve found valuable to outsource.

Your sign is your voice on the street. It communicates with passing pedestrians and motorists. It convinces them to come through your doors and do business with you.

Pantone has declared Marsala, a naturally robust and earthy wine red, as the 2015 Color of the Year. Marsala, say the color experts, is rich, grounded, steady and satisfying, ideal for print, p-o-p, and packaging.

Pictured (clockwise from top left): Harlow Necklace by Kendra Scott, Courtesy of Kendra Scott; Sephora + Pantone Universe Pure Marsala Matte Lip Crème, Courtesy of Sephora; Gap Toddler Straight Cords, Courtesy of Gap; John W. Nordstrom Silk Bowtie, Courtesy of Nordstrom. 

“While Radiant Orchid, the captivating 2014 color of the year, encouraged creativity and innovation, Marsala, PANTONE® 18-1438, enriches our mind, body and soul, exuding confidence and stability,” explains Leatrice Eiseman, executive director of the Pantone Color Institute®. “Much like the fortified wine that gives Marsala its name, this tasteful hue embodies the satisfying richness of a fulfilling meal, while its grounding red-brown roots emanate a sophisticated, natural earthiness. This hearty, yet stylish tone is universally appealing and translates easily to fashion, beauty, industrial design, home furnishings and interiors.”

Pictured (clockwise from top left): Renee, 1917, Courtesy of Art.com; Red Label Catwalk, Courtesy of Vivienne Westwood; Coty Pillows, Courtesy of Kravet.

FASHION, BEAUTY, INTERIORS, GRAPHICS

Marsala is already hit on the runways with fashion designers featured in the PANTONE Fashion Color Report Spring 2015. Daniel Silverstain, Hervé Léger by Max Azria and Dennis Basso incorporated the hue into their collections. The impactful, full-bodied qualities of Marsala make for an elegant statement color when the color is used on its own or as a compelling accent. Pantone expects variations of this hue to carry into men’s and women’s clothing throughout next year. Marsala is also proving to be popular choice for jewelry and fashion accessories. A versatile color for beauty, Marsala is an appealing and sophisticated shade that’s flattering against many skin tones. Marsala pairs exquisitely with monochromatic mixes of peachy pinks, and sparkles against antiqued gold metallics, offering an assortment of lipstick and blush options, as well as making it a captivating eye shadow color or as a go-to finishing touch on nails. With regard to interiors, Marsala is described as complex and full-bodied without overpowering, providing a unifying element for interior spaces. It is an excellent choice for rugs and upholstered living room furniture, as well as a natural fit for the kitchen and dining room. As for graphic design, Marsala’s rich, contrasting color make it useful for graphic design and packaging. Eiseman states: “Eye-catching, but not overwhelming or bright, consumers are immediately drawn to the hue, making it an alluring shade at point-of-purchase. As packaging becomes increasingly more artistic, Marsala will be a natural fit for both high- and low-tech materials, including on-shelf periodicals as well as printed assets, like calendars and stationery.”

ABOUT COLOR OF THE YEAR
The Color of the Year selection requires careful consideration and, to arrive at the selection, Pantone combs the world looking for color influences. This can include the fashion and entertainment industries — including films, art, travel destinations and socio-economic conditions. Influences may also stem from technology, the availability of new textures and effects, and even upcoming events that may capture worldwide attention. For 15 years, the selection has influenced product development and purchasing decisions in multiple industries, including fashion, home and industrial design, as well as graphic design and package design. Past colors include:

· PANTONE 18-3224 Radiant Orchid (2014)
· PANTONE 17-5641 Emerald (2013)
· PANTONE 17-1463 Tangerine Tango (2012)
· PANTONE 18-2120 Honeysuckle (2011)
· PANTONE 15-5519 Turquoise (2010)
· PANTONE 14-0848 Mimosa (2009)
· PANTONE 18-3943 Blue Iris (2008)
· PANTONE 19-1557 Chili Pepper (2007)
· PANTONE 13-1106 Sand Dollar (2006)
· PANTONE 15-5217 Blue Turquoise (2005)
· PANTONE 17-1456 Tigerlily (2004)
· PANTONE 14-4811 Aqua Sky (2003)
· PANTONE 19-1664 True Red (2002)
· PANTONE 17-2031 Fuchsia Rose (2001)
· PANTONE 15-4020 Cerulean (2000)

Ilana Greenberg

Each month, experienced London-based creative consultancy FranklinTill Studio curate the Trends section inside Computer Arts magazine. Here, co-founders Kate Franklin and Caroline Till look back on last year’s most prominent visual aesthetics and predict the trends that will shape design in 2015…

2014 was the year with a fresh new attitude. It boldly moved away from the saturated ‘heritage’ aesthetic that’s dominated graphics and branding over the last few years.

Like most movements in art and design, advancements in materials and tools go some way in defining the look of new movements, so 2014 was the year in which artwork created in the digital realm really came to the fore as an aesthetic statement in itself.

Digital surrealism

The current obsession with digital media, and the blurring of the physical and virtual fuelled a new surreal movement in 2014, ‘digital surrealism’ – digitally rendered imagery creating 3D effects for flat surfaces.

Artists such as Anny Wang skilfully mastered the intersection of the digital and the analogue by employing a combination of crafts and 3D technology to create mouthwatering, dreamlike, digital still life.

Gaming artwork

With gaming apps proving to be popular for all genders and ages it was no surprise to see gaming aesthetics taking a new direction; more relax-em-up than shoot-em-up. The emergence of games like Lands End by usTwo shows that ethereal, digital dreamlike landscapes are now good enough for real-world application.

Generative design

Generative design – that is, design created using generative software and computer algorithms – was hot for 2104. Design studios like Convivial Project began using generative technologies to customize patterns based on people’s design preferences. Far from deadening creativity, technological innovation is now enabling self-expression and uniqueness.

Op art

1960s op art has been a huge influence over the past 12 months, the optical illusions naturally lending themselves to the digital realm, especially when bought to life through gifs and short animations.

So what can we look forward to in 2015? Here are our predictions…

01. Print will be influenced by digital

We anticipate that work created within the digital realm will continue to inspire print.

02. Retro will evolve

Retro will still be a big influence, but rather than all things vintage from the ’50s and ’60s, influences will be taken from the ’80s and ’90s – think Windows 95, early computer graphics, bad taste and iconic brand motifs.

03. Space-inspired graphics

And with major sci-fi film launches, we also predict intergalactic space becoming a starting point for designers wanting to capture the awe of the cosmos.

Words: FranklinTill

Market Penetration

In business, this would be taking the least risky growth strategy and a company would sell most of its current product to its current customers. For a personal-brand growth strategy, this would be walking into your first job, sticking to your niche within the company and doing it really well.  This is an important step in your growth strategy. Find the first thing you do well and do it really well. Make sure that everyone around you knows what you do and how well that you do it.

Market Development

Step two in your growth plan is planning a way to reach more people with your expertise.  A company doing this would start finding ways to sell more of its products to new regions. For personal-brand growth, this would be taking on more at work, working with other departments to help strategize together, or possibly taking a new job within your industry.

Alternative Channels

When a brand looks for alternative channels to grow its business, it is looking for new ways to reach customers. For personal-brand growth, this would be blogging, writing a book, volunteer work or speaking at conferences within your industry.  This step requires that you start working to become a thought leader in your industry inside and outside of the office.

Product Development

This is my favorite step in creating a growth strategy for your personal brand.  A company would create and sell new products, but as a person we learn new tricks.  An example of this would be a digital-marketing professional who expands to business development, public relations or business consulting. This step in the process ensures that you don’t get left behind as the industry changes, and the industry always changes.

New Products for New Customers

This strategy is common at major companies. You create products for the new customers.  For instance, if you are a marketing professional who now does business consulting, you may begin expanding on new areas of your industry and knowledge based on the needs of your new customers. This growth plan allows for you to have more than one part-time position, multiple revenue streams and an increase reach or authority within your industry.

In today’s world a personal growth strategy is necessary to keep from falling behind.  As you move through these steps, they get increasingly more difficult.  I suggest that you take one at a time, perfect the previous and then move forward.  For some people stopping at step two or three is absolutely fine.  Just remember to have an idea of where you are going and how you are going to get there.

Some of this year’s Super Bowl commercials focused on tugging at viewers’ heartstrings, challenging stereotypes and trying to make the world a better place — and for good reason. Some companies know that to build an enduring business, they should stand by core values.

Few companies are quite as adept at maintaining and communicating their values as Volkswagen. Beginning in the 1930s, Volkswagen (whose name literally means “people’s car” in German) aimed to empower the everyman to own and drive a car. This idea was radically nonconformist in an age when companies only produced luxury cars for the elite. But VW’s message of inclusivity and openness to change resonated with consumers.

Because Volkswagen has held on to those values for decades, it has built a passionate following. Now three of the top 10 bestselling cars of all time, according to AutoGuide.com, are VWs. Some of the manufacturer’s classic models — the Beetle and the Type 2 bus — have become icons. (People still love features like odd heater handles on the floor, the clatter and rattle of the air-cooled engine and the aesthetic in these cars that virtually everyone could afford to buy.)

Although models have changed throughout the years, VW has remained focused on “progress” and “defying convention” and these values have served the company well.

A strong brand message can communicate your company’s values, differentiate it from competitors’ and make your target audience take notice. Here are some tips for establishing values that resonate with your target audience:

1. Determine your values as a founder.

Figure out where your values lie so you can build a brand that will always be in alignment. Are you resistant to change or determined to save the world one person at a time? What you stand for as an entrepreneur and your organization’s brand message will determine which consumers connect with the company.

L.L.Bean was founded on traditionalism and transparency while In-N-Out Burger is rooted in uncompromised quality and consistency. These brands have maintained loyal followings by standing by these values.

2. Analyze the target market’s leanings.

Even though your market can encompass different audiences, determine the core values the majority of your audience holds dear. If that majority’s preferences are out of alignment with your company’s values, pick a different market. Don’t compromise your company’s values just to fit in.

VW strayed too far from its audience’s core values when in 2004 it released the Phaeton, a premium model. Sales were so low the company abandoned the model in the United States in 2006.

3. Team up with those with similar values.

Maintain a cohesive team and minimize turnover by only hiring people who share your core values. For instance, if you’re the type of person who wants to reward employees for their attitude and work but hires people who just want to climb the corporate ladder, they won’t be a good long-term fit.

The same rule applies for potential company partners. No matter how talented the applicant or valuable the potential partner, if someone doesn’t align with what your brand stands for, you don’t want him or her representing your company.

4. Monitor the market regularly.

During every stage of your business, keep an eye out for trends among members of your target audience. Are they staying consistent or changing? Staying up-to-date will let you adjust production or marketing accordingly.

In the early days, Apple’s branding was extremely nonconformist. But as the company captured a sizeable portion of the computer market, it became more focused on products that looked good and made people look good while using them.

VW’s core values have remained the same but it has branched out to create vehicles and messaging aimed at  at more conservative (the Passat) and safety-focused consumers (Jetta) and environmentally minded individuals (the e-Golf and Jetta Hybrid).

Throughout the years, Volkswagen has proved that designing a company around thoughtful values, effectively communicating them to a target audience and maintaining them over time can drive long-term brand loyalty and growth. So take a page from the VW playbook and prioritize your startup’s brand values.

1. Set goals.

Entrepreneurs who know what they want and have set a course are more likely to accomplish their objectives. Goals act as the homing device for an entrepreneurs’ actions. At times they may need to take a step back or sideways to continue to move forward. Like the North Star guiding navigators, goals help entrepreneurs create a new course after making adjustments.

2. Don’t fear failure.

A mantra I repeat on my radio show, speaking engagements and YouTube channel is “Fail often. Fail fast. Fail forward.” Often people are taught that failing is bad. Yet without failure few entrepreneurs would know the way to success. Entrepreneurs seldom get it right the first time. But having the ability to keep moving by making adjustments improves the odds of success.

3. Take risks.

Herjavec also wrote, “Accept that there is a chance you will fail to make the leap across a chasm, or the rock you are about to step on may crumble, but understand that the rewards outweigh the risks.”

Indeed there is truth to the saying “Nothing ventured, nothing gained.”

4. Don’t settle.

Some entrepreneurs may strike gold the first time out. Others require more time, energy and perhaps the alignment of some planets.

Don’t become discouraged. Keep moving. Evaluate your business plan and make necessary adjustments based on feedback and results. Sometimes moving past a large obstacle means going around it and not necessarily over it.

5. Seek a mentor.

The entrepreneurs who freeze and do nothing when they come to their “moment of truth” may do so because they don’t know what to do next. The best way to achieve success is to work with someone who has already been down the same road. Plenty can go wrong in business but the right mentor can help an entrepreneur navigate the pitfalls and keep moving forward, improving the odds for success.

In using red in business, you need to understand the traits, qualities and mood of the color. To begin with, red is a warm and positive color, a very physical color which draws attention to itself and calls for action to be taken.

In color psychology red means energy, passion, action, strength and excitement.

It stimulates the physical senses such as the appetite, lust and sexual passion. Although it is often used to express love, it really relates more to sexual passion and lust whereas pink relates more to romantic love.

Red represents masculine energy, whereas its softer version, pink, is associated with feminine energy.

A universal sign of danger and warning, this is a color that can also show and create aggressiveness and anger, particularly if used to excess in the wrong applications.

Physiologically, it stimulates and energizes the physical body, including the nerves and the circulation of blood, raising blood pressure and heart rate. It is stimulating to the appetite and therefore a great color to use for any product associated with food and its service, including restaurants and take-away businesses.

It excites and motivates but in excess it can cause anxiety and tiredness. It also has negative connotations associated with blood, war and violence.

The color which most complements and balances red is turquoise, although green or blue will also create balance.

Over the past few years we have seen the rapid rise of social media. Ignoring it is a big mistake for any business. In an ever changing business landscape those that don’t move with the times end up getting left behind.

Social media has changed how we communicate and means there has never been more immediate or available ways to connect with your stakeholders. While it is a great tool, it must also be used with care, whatever the size of your business. It is constantly evolving, so you must have a robust but adaptable strategy to cope with this.

With any content, you should consider your overall goals: are you trying to raise more awareness, generate new sales, or boost traffic to your website? Remembering your objectives should help you build your strategy. There are plenty of ways to measure and analyze social media, keeping a close eye on those metrics will help you understand what is working well, what isn’t and will help you to make sure you aren’t wasting valuable resources.

Any social media strategy works best when it is targeted to a specific audience. If you try to speak to too many you will end up speaking to no one. When you are attempting to connect with more than one audience you must have separate strategies for each. Remember social media was primarily created as a social tool and not for business so, with this in mind, you need to remember not to preach to your audience. You need to talk to people on their terms – social media is very different to normal business communications. It is a two way channel, which means not only is it useful for marketing but it is also a great way to gauge customer feedback. I have said before that the days of mass mailing surveys are coming to an end – social media is a quicker and more cost effective way of knowing what your customers want.

It is vital you think about your brand identity when using social media. Your company is perceived through a brand and that may not be the same as what you do. The way you use social media should reinforce your company brand and what it stands for. What does your brand stand for? Where in the market are you trying to position yourself? Whatever it is, your social media output should always come back to your organization’s USP and culture. Once something has been posted online, it will almost always be there.

With so many opportunities to reach your audience, don’t get left behind. Spend time on your social media strategy, remember the purpose of your content, engage with your audience and remember to take advantage of the analytics tools available. If you use social media well, it could prove to be invaluable to your business and help you stay ahead of the competition.