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Promotional conference folders are easy and inexpensive to produce – they also have the advantage that they are useful, versatile and offer a large surface to fully promote your product or service. But before you put in that order for 1000 folders, give some thought to the color as well as the design of your folders.
Colors are what are known as non-verbal communication – designers, artists and those who work in marketing understand how important it is to use the appropriate colors. The right – or wrong – use of colors can help to create a strong emotional, psychological or physical reaction. In many cases, this reaction is subconscious.
Most of us understand the basics of how certain colors or tones have certain attributes or suggest certain feelings. In general, pastel colors suggest calmness or neutrality, while bright or vibrant colors suggest activity or excitement. And certain colors tend to clash or complement each other when used side by side – although in design it sometimes pays to break the rules.
Individual colors create particular feelings. Blue tends to indicate calmness or safety. Green is strongly associated with the country of Ireland, pink usually means romance and gold often represents royalty or wealth. And perhaps no two colors have such strong connotations as black and white.
If you are considering producing promotional conference folders, consider which colors might best represent your product or company. If you are a company known for its work in helping to protect the environment, green may be an obvious choice. And a folder that is designed in red, white and blue obviously states to the user that the company is patriotic – and proud of it.
And consider your target audience when choosing colors for your folders. Are they old or young, male or female? Men’s favorite colors are blue, green and black, while the favorite colors for women are blue, green and purple. In fact, most people like some shade of the color blue.
Younger people generally prefer a design to be a little bit more dynamic; if your target audience is insurance professionals, they may prefer something a little more conservative. Some colors are used seasonally too – browns in the fall, black and orange at Halloween, red and white at Christmas.
Class is also an issue, when choosing colors. Research indicates that working class people are more comfortable with colors that can easily be named – blue, red and yellow. It’s no secret that the big stores such as Target and Wal-Mart use predominantly blue and red in their design. Those who are more highly educated or sophisticated prefer colors with names such as mauve and azure.
If your folders are aimed at a global audience, you also have to be careful when choosing colors. In the West, of course, the color white is traditionally used at weddings, while the same color is often used at funerals in the East. To most of us, the color red suggests excitement and passion – to the Chinese, it signifies good luck and in India, it signifies purity.
So choose your colors carefully – the color scheme on your conference folders may be just as important as the words that you use.
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