Blog

What Color Should We Use?

Part 1

Color is a highly subjective thing, but there are some general guidelines you can use in the context of branding. Here’s a series of questions that will help you narrow down your color options to a manageable set of choices.

Warm colors, red, orange and yellow, feel more aggressive. They build tension, especially in large amounts. Do you want to build tension with your color palette? Pontiac sells excitement, their logo is red.

Cool colors, blues, greens and purples, feel calming. They reduce tension. Do you want people to feel relaxed or secure? Volvo sells safety, their logo is blue.

Bright colors reach out and grab people. They’re appropriate for companies with an extroverted brand personality like Kate Spade.

Soft colors feel more friendly and inviting. Twitter and Skype both use a soft blue to encourage an open, conversational feeling.

Earthy colors, in addition to suggesting eco-consciousness, can suggest a level of ruggedness, like Land Rover’s hunter green.

Most companies hang their hat on a single color, Tiffany blue, Coke red, etc. But occasionally a company will use a multi-color logo like google or ebay. Would using a group of colors help convey your brand promise or set you apart from your competition in a significant way?

In the end, I think the most effective question you can ask is “How do you want people to feel about your brand?” and then identify the color or colors that support that.

In my next post, I’ll go color by color and give an example of a company that has used that color and the reason it works. If you’d like to talk color theory, branding, or anything else related to design, send me an email. My address is below.

Matthew Wyne
Creative Director

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Fulfillment costs are based on three criteria: size, weight and delivery time.

OWD offers five service levels: economy (7-10 days); Standard (5-7 days), 2-Day, Overnight and International.

Starting At

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Per Unit

FAQs

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International Shipping

The old way to ship internationally

DDU means Delivery Duty Unpaid – where the buyer pays for all of the import fees at delivery.

Unexpected import fees give buyers sticker shock – not good. When they refuse to pay, you’ve lost a sale and must pay to return your product, or abandon it.

DDU is an old idea whose time has passed. For these reasons and more, OWD doesn’t recommend DDU for e-com sellers.

The best way to ship internationally

DDP is an acronym for Delivery Duty Paid. DDP means that the seller pays for all the duties and import fees.

With DDP, your customers won’t be surprised with unexpected customs charges – good!

With OWD’s landed cost calculator, your foreign customers will know exactly what their various VAT, customers and duties will cost. No unhappy surprises.

Ship flat-rate anywhere in the world starting at:

$16.39

One World Direct, B.V.

For large-scale operations needing a full solution in Europe, there’s OWD Europe, based in Amsterdam.

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We’ll handle your inbound sales and customer service contacts.

You get career agents who speak American English and know how to sell.

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You get your own phone number and custom e-mail.

We do a lot more. Call for details.

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Returns? Yuck.
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OWD’s all-inclusive Returns service provides simplicity and high-end customer service. OWD includes a pre-printed return label as part of your packing slip. Your customer need only drop it in the mail.

What’s included: packaging slip with return label, QC inspection, re-bag, re-tag and return to stock. What’s excluded: postage cost, poly bags and any special packaging.

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