DuckMedia. Insights




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Have you ever considered the importance of color in branding? Coke is red. Apple is white. ANZ is blue. These corporations understand the proper use of color is vital to creating a positive image among consumers. Furthermore, color plays a huge role in memory recall. It stimulates all the senses, instantly conveying a message unlike any other communication method.

Choosing the right dominant color for your brand is crucial. This color should appear on all your promotional materials, including your logo and product packaging. As much as possible, the color you choose should set you apart, work with your industry and image, and tie to your brand promise. It should also take into account color psychology, which is fairly complex. Colors can mean different things depending on the culture, situation and industry. However, in Australian advertising at least, studies suggest some universal meanings:

Blue: Cool blue is perceived as trustworthy, dependable, fiscally responsible and secure. Strongly associated with the sky and sea, blue is serene and universally well-liked. Blue is an especially popular color with financial institutions, as its message of stability inspires trust.

Red: Red activates your pituitary gland, increasing your heart rate and causing you to breathe more rapidly. This visceral response makes red aggressive, energetic, provocative and attention-grabbing. Count on red to evoke a passionate response, albeit not always a favorable one. For example, red can represent danger.

Green: In general, green connotes health, freshness and serenity. However, green’s meaning varies with its many shades. Deeper greens are associated with wealth or prestige, while light greens are calming.

Yellow: In every society, yellow is associated with the sun. Thus, it communicates optimism, positivism, light and warmth. Certain shades seem to motivate and stimulate creative thought and energy. The eye sees bright yellows before any other color, making them great for point-of-purchase displays.

Purple: Purple is a color favored by creative types. With its blend of passionate red and tranquil blue, it evokes mystery, sophistication, spirituality and royalty. Lavender evokes nostalgia and sentimentality.

Pink: Pink’s message varies by intensity. Hot pinks convey energy, youthfulness, fun and excitement and are recommended for less expensive or trendy products for women or girls. Dusty pinks appear sentimental. Lighter pinks are more romantic.

Orange: Cheerful orange evokes exuberance, fun and vitality. With the drama of red plus the cheer of yellow, orange is viewed as gregarious and often childlike. Research indicates its lighter shades appeal to an upscale market. Peach tones work well with health care, restaurants and beauty salons.

Brown: This earthy color conveys simplicity, durability and stability. It can also elicit a negative response from consumers who relate to it as dirty. Certain shades of brown, like terracotta, can convey an upscale look.

Black: Black is serious, bold, powerful and classic. It creates drama and connotes sophistication. Black works well for expensive products, but can also make a product look heavy.

White: White connotes simplicity, cleanliness and purity. The human eye views white as a brilliant color, so it immediately catches the eye in signage. White is often used with infant and health-related products.

All the colors above can be categorized into two basic categories: warm and cold. In general, warm colors, like red and yellow, send an outgoing, energetic message, while cool colors, like blue, are calmer and more reserved. However, brightening a cool color increases its vibrancy and reduces its reserve.

DuckMedia_Marketing Partner


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We should ask ourselves why,

Why fumble through digital technology, why do it half arsed?

Why pay $90 – 130k for a full time marketer for your firm?

Why have your staff losing capacity and juggling marketing activity?

Every business needs a marketing direction, and marketing plan and someone to keep the marketing activity on track. Especially in the digital era, you are dreaming if you think the business will grow by itself. What a great option to work with a marketing specialist, someone who can help you create your plan, execute it, measure it and then refine. In just a fraction of the week and on an ongoing (on call) basis. Take the legwork out of your day and create capacity within your business to focus on your offering. Lose the mindset where  marketing is seen as an extra or optional expense – we believe it’s an essential component of you driving business growth in the right direction, smart marketing is non-negotiable.

For a fraction of the cost of having a full time marketing person, you can have a specialist, well engaged and expert assist you with the marketing direction of your firm. Contact DuckMedia to find out how we can help you in person, remotely or otherwise. It’s time to start your digital journey!



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It’s very interesting seeing outwardly good businesses from the inside out…I’ve had the fortune to see recently how some supposedly ‘benchmark’ businesses really operate…

The importance of branding yourself is often understated, especially from where we sit here at DuckMedia. However, the importance of actually practicing what you preach within the business can be a big make or break… We all know those companies that tell a story, and don’t follow through… Sadly, it’s not all that unusual these days. I’ve worked for a couple of companies in the past that really don’t practice what they preach. It’s really amazing that they still manage to carry the facade of professionalism, and that they manage to convince their clients and prospects that they are any more expert than they are. The truth is, any facade will fade, and the companies that don’t tick the boxes, that really don’t apply their own practices to themselves will trip up.

I’ve seen companies who promote their ability to help others manage their cash flow, and yet can’t manage their own or pay their staff. Others that offer Marketing services in a package, and have no real expertise or understanding of what they are doing. In the end, clients work it out and it shows. Your team members are stakeholders and so are those that you partner with. Having a great image, starts from the inside out.

The image presented by a company is very important – whilst it’s often subjective in terms of the design itself, it’s definitely important to look professional. It’s actually more important to have some substance and to be able to lead your clients by example, rather than leading them through a process inadequately…

If you are teaching your clients to be successful, if you are teaching others your expertise, please do both yourself and yours clients the service of actually practising what you preach… Have an inside out approach to excellence.

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