How would you describe your product or service as an emotion or feeling, in as few words as possible?
If you're a restaurant owner or chef and you make chicken-fried steak, mashed potatoes and gravy, rolls, etc., then you're selling comfort food. You're selling comfort and relaxation. Comfort foods make us feel comfortable because they remind us of the good times with friends or family.
If you're a fitness expert, you're selling confidence and self esteem. Building strength and balance means you're confident you can walk without using the hand rail or make it up that flight of stairs or a long hike.
If you make and/or sell jewelry, you're selling fun.
So the next time you're working on your next advertising campaign (brochure, postcard, advertisement, email newsletter, etc.), keep this in mind and design a piece that says or conveys that feeling or emotion.
You convey a feeling or emotion by using colors, shapes, and pictures.
For example, Paula's Kit Club – she has fun jewelry and crafting kits and her website is fun and crazy!
The Phoenix Cyclery in Fort Collins, Colorado – when I designed their website, I used lines to indicate motion.
TheTeaTable.com uses natural colors of teas and the colors are subdued because tea is a relaxing beverage.
