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Craft Marketer Newsletter
Arts & Crafts Business Help 
Issue Number 29, March 18, 2004

This is the first newsletter in awhile but I hope you
will agree it's got good information to help you in
choosing your marketing materials.

The following article on colors and how they affect
your prospects is from Jay Conrad Levinson, author
of the "Guerrilla Marketing" series of books. Jay and
I are co-authoring, "Guerrilla Marketing for Artists,
Craftspeople and Photographers" due out in the
next few months.

The colors you use in your marketing weapons --
stationery, signs, office decor, brochures, business
cards -- play an important role in motivating people.

Colors speak loudly and clearly about your business.
But they give forth mixed messages. Guerrillas know
well the hidden language of color -- and know that
colors speak louder than words. They stimulate
emotions, excite, impress, entertain, persuade.

They generate negative reactions if you don't understand
them. Lasting impressions are made within 90 seconds
and color accounts for 60 percent of the acceptance or
rejection. So don't select the colors you love. Instead
consider their meaning to prospects. Here is what
colors mean to people in their emotions and in a
business context:

Red evokes aggressiveness, passion, strength, vitality.
In business, it is great for accents and boldness, stimulates
appetites, is associated with debt.

Pink evokes femininity, innocence, softness, health. In
business, be sure you're aware of its feminine implications
and associations.

Orange evokes fun, cheeriness, warm exuberance. In
business, it's great to highlight information in graphs and
on charts.

Yellow evokes positivity, sunshine and cowardice. In
business, it appeals to intellectuals and is excellent for
accenting things. Too much is unnerving.

Green evokes tranquillity, health, freshness. In business,
its deep tones convey status and wealth; its pale tones
are soothing.

Blue evokes authority, dignity, security, faithfulness. In
business, it implies fiscal responsibility and security. Plus
it is universally popular.

Purple evokes sophistication, spirituality, costliness,
royalty and mystery. In business, it's right for upscale and
artistic audiences.

Brown evokes utility, earthiness, woodsieness and subtle
richness. In business, it signifies less important items in

White evokes purity, truthfulness, being contemporary and
refined. In business, it enlivens dark colors and can be refreshing or sterile.

Gray evokes somberness, authority, practicality and a corporate mentality. In business, it is always right for conservative audiences.

Black evokes seriousness, distinctiveness, boldness and being classic. In business, it creates drama and is often a fine background color.

James Dillehay

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