Scout for Success

The Pantone Guide to Communicating with Color

When I first started my own business, in addition to website design for my customers I was also producing all my own marketing collateral and promotional materials. This book was a lifesaver! Though I had always been artistic, I had no formal color training and knew very little about the psychology of color, its combinations and connotations. The book served as a fantastic resource for identifying color schemes for website designs, stationery, flyers and brochures. Author Leatrice Eiseman uses actual ad campaigns and full color photos to illustrate diverse concepts and combos, and there are pages and pages of sample palettes classified by theme: Serene, Earthy, Classic, Powerful, Elegant, Robust, Energetic, Playful, Traditional and more.

Not all small business owners have the need, inclination or time of their own to invest in development of marketing materials, and will outsource as needed. But if you’re a creative entrepreneur who relishes the challenge, you owe it to yourself to learn more about the visual elements and impact of the marketing pieces you are producing. Highly recommended.