Distinct packaging
While red is considered lucky for some ethnic groups, it’s viewed as a sign of danger or action to others, so consider your target market. Other colors have developed different associations: pink is viewed as feminine, pastels are associated with babies. Colors also go through fads, so be careful to choose a color that won’t be dated too quickly.
Since referring to colors just by generic names (“blue,” “teal blue,” and the like) is very imprecise, professionals use a system to identify particular colors. You’ll want to learn the “PMS” numbers (which stands for “Pantone Matching System”) of the specific color(s) you choose so you can give future printers and designers the exact colors you want.
Since you’re likely to use your color palette on your website, keep in mind that some colors do not display well on computer monitors. Check your colors on several different monitors before finalizing your choice.
Be careful also about how many colors you use in your business. If you use too many, it can become expensive to print your stationery, business cards, packaging, and so on.
Write down your thoughts for logos, taglines, colors and other aspects of your corporate identity on the “Creating My Identity” worksheet on page 38.
If you can afford it, you may want a graphic designer to help you create your corporate identity: logos, website, stationery, and so forth. Obviously, when you hire a graphic designer, you should look at their portfolio (samples of previous work for other clients) to see if you like their style and if they have the right background for you. But once you’ve committed yourself to working with a designer, the next step is to help them understand your vision.
Have the designer read the business concept and description statements you developed on pages 14 and 16. Give the designer a sense of your goals and values so they can consider them in the design. Show them other visual images you like so they can get a sense of your tastes and preferences.
Use the guide “Questions to Ask: Graphic Designers” on page 40 as a starting point. The more information you give your designer to work with, the better they can develop a corporate identity that works for you.
QUESTIONS TO ASK
GRAPHIC DESIGNERS
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ACCOMPLISHMENT #3:
Get organized
My Checklist:
Set up files
Create digital records
Set up a contact management system
Keep track of your company’s “vital statistics”
Keep track of expenses
Starting any new, big project can seem overwhelming. There’s so much to do, so many things to think about. Some of the challenges are fun: figuring out a name for your business, creating new products, thinking up innovative marketing ideas. Some of the tasks don’t seem like much fun: setting up a budget, going to a lawyer, getting business licenses.
With so many things to do, it’s easy to forget or overlook some of the most important things. So right from Week One, start keeping track of all the basics and get organized so you don’t lose critical information you’ll need later.
Trust me: You’re about to get a lot of stuff. You’re quickly going to accumulate a whole lot of tangible stuff (reports, brochures, samples, contracts) as well as intangible stuff (information, data, advice, prices, and the like). You’ll gather information on customers, competitors, suppliers, and distributors. You’ll be researching and evaluating computers, facilities, and vendors. You’ll be given names and numbers of people who can help you. And you’ll be spending money—money you can later deduct as business expenses if you keep track of it and retain receipts.
All this stuff can overwhelm you. Instead of feeling like you’re making progress, you’ll feel completely
