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Type Casting
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Business New Haven
7/8/2002
By: BNH
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Patricia Kasko owns Allegra Print & Imaging at 1060 Chapel Street in New Haven. She consults regularly with business owners about their print communication needs and has been helping businesses develop their marketing and printed materials for 14 years. She offers some sage advice for today's entrepreneurs.
What exactly does Allegra do?
We provide design and production services that will give you just the right mix of paper, photos, type and color - all of which helps make your printed message more powerful. We offer offset printing, graphic-design services, color copying and high-speed black-and-white copying, as well as bindery and mailing services.
Why is it important for businesses to focus on their printed materials?
Printed materials serve many purposes - from attracting new customers to communicating with employees. But besides the initial intent of a publication, each printed piece offers an opportunity to promote an image of your organization. Sometimes you only get one chance to make an impression. There is the potential to secure an appointment and maybe even lose the opportunity to get in the front door. Companies must pay close attention to what the message is they are sending - considering the questions, who is my audience? And what are my objectives? With a clear and concise message and goals, it's easier to find a color or design technique that will communicate effectively.
What should a business consider when choosing color over black-and-white?
Using color is one of the most simple and inexpensive ways to enhance image through your printed materials. It adds interest, effectiveness and appeal to a piece. A design professional said that color can stimulate up to 40 percent more interest in a piece than a simple black-and-white design.
Another study, comparing colored-paper usage to white paper, showed sales increased by 46 percent with color. Businesses need to be careful and deliberate in their use of color. Different colors evoke different emotions and responses in people. For instance, greens and browns are associated with nature and primary colors with children. Shades of blue are considered pure and a sign of service. Knowing what the color you choose may mean before you use it (and not just randomly picking one based on personal taste) will make a difference on whether it is effective or simply frivolous.
Why is it important to be consistent with styles and colors?
The driving force behind establishing and enhancing your company's image is consistency. You put a lot of work into finding how most effectively to convey your messages. So, use it. Keep the same color, paper stock or basic look for all your printed materials. It ties your publications together and gives your message and overall image greater impact.
What are some of the newer color trends?
Color trends are moving towards soft, tonal, natural colors like shades of berry, yellow and midnight blue. Things are moving away from typical contrasts of red, blue and white. You can also consider combining tonal colors such as black ink on gray paper and really paying attention to the paper stock.
How will your printer or graphic designer help with this process?
Your printer or graphic designer can help you determine if the image your company projects through its printed materials is really the one you want. They can advise you on ways to enhance your image with new print and design techniques.
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