Color communicates. It can provide direction and clarity. When language fails color can offer valuable associations with people, places and things. Fire engine red. School bus yellow. Midnight black. Sky blue. Simply reading those color names evokes distinct feelings. Color induces subtle emotions, and elicits powerful responses. Because color’s impact is so profound, its role in design and branding is critical.

Over time, thoughtful and consistent use of color becomes emblematic of a brand and can be as powerful an identifier as the corporate name and logo. The effects are profound. Consider the iconic green and yellow of John Deere tractors and farm equipment that is so woven into the fabric and history of the heartland it’s almost as American as red, white and blue.

If color is communicating on behalf of your brand, what is it saying? The truth is, different things to different people. Though we all see the same colors, we interpret and remember them through the lens of our varying experiences. Plenty of people don’t like red for a car – even a Ferrari. Ultimately, color is subjective. So, what do you do when considering color options that will represent your business? Start by keeping these tips in mind:

Select a color you can own

Be it red, green or periwinkle, consider a color unique to your industry. Color associations increase brand recognition and build brand equity. A distinctive blue box confirms that it’s no ordinary item inside, but a Tiffany item. The difference in perception is significant, before the box is even opened, and the gift revealed.

Consistency is king

Whether in print, on screen or fabric, your palette should be consistent. Your logo should appear the same color on your business card as it does on your signage or the embroidery on a uniform. Coca Cola red is never Coca Cola reddish-orange.

Consider the impact of technology and production processes

Electronic file formats affect color in different ways. A CMYK .eps file set up for printing does not treat color the same way as an RGB .jpg file intended for onscreen graphics. Variations will also occur between process printing and spot color printing. Differences can be significant – and care must be taken.

Consider the costs

Distinctive colors, and color themes, can be had by utilizing commonly available resources. The Pantone Matching System (or PMS) is the industry standard for printing, and provides a broad spectrum of colors. Resources like Pantone offer economical options that are easy to reproduce consistently.

Go with a pro

When you need help developing a corporate color palette, and implementing those colors across your brand, call us for help. We can assist you with the complexities and nuance of visual communication – as well as navigate you through production obstacles to ensure accuracy and consistency.

To learn more about communicating with color in your design and branding call us at (561) 596-9071 today or contact us via email.

Why should I choose your practice?
What makes you different from the others?

Here is how to begin setting your practice apart from your competitors…

1) Promote your unique benefits. What brands your practice? (That is, what sets your practice apart from your competitors?) Brand your practice based on your gateways:

a. What you do well
b. There is a need
c. You like to do it

Do you have expertise in a specialized area? A caring staff? (If so, play it up. Believe me, it’s rare.) Which cases do you really enjoy? And which are most profitable? Make sure your marketing tells these specific prospects all the benefits they’ll gain by coming to you. Tell them in your brochures, your posters, on your website, and especially on the phone during inquiry calls. Make sure you and your staff are ready to answer the question, “Why you?” and you will have established your brand – what makes you different from all your competitors.

2) Offer free services that are “bite-size” tastes of your practice. This is a great way to show prospects the high level of care you offer. If you are a dermatologist, you might offer a discount on microderm abrasions, one or two free IPL sessions when the patient purchases an IPL treatment package, or 50% off on Botox or any of the injectables (Sculptra, Radiesse®, Restylane, etc.)

Physical Therapists might offer complimentary pain/sports injury consults, free pregnancy back pain consults, gift certificates toward a massage or a free round of golf (for your patients to enjoy once they’re back on their feet).

There’s a bonus, too: You can target the specific types of cases you really want.

Many of these “freebies” will turn into loyal, paying patients if they like their experience in your practice. And they will tell their family and friends about you. Offering free services can set you apart — and boost your bottom line.

3) Provide more than what people expect.  This is the basic key ingredient to great Word-of-Mouth. It’s what makes people happy and makes them think you’re special, and it’s rare. That’s why it will help set your practice apart from your less-motivated competitors.

Follow these basic guidelines and your practice will be well on the way to standing out even in the most competitive market.