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Does your organization have a social media policy? In addition to your process for posting to your official organization social media accounts, it's important to think about what type of guidelines you want to provide employees and representatives of your organization for posting to their personal accounts. With everything being publicly available online, if people are posting about your organization, it should be done responsibly and respectfully.

While you don't want to be overly restrictive, your organization and its staff/volunteers need to take responsibility for what they write, and exercise good judgment and common sense when it comes to social media content. An official social media policy will effectively communicate your organization’s expectations regarding staff and volunteer use of social media.

As you draft your organization’s social media policy, here are some helpful guidelines to keep in mind:

  • Choose your audience. Begin with a broad and basic policy that applies to your staff. Once you’ve established that, then consider drafting a follow-up policy for volunteers, which is especially pertinent if your organization works with minors and volunteers actively use social media during events.
  • Know your target audience. If you’re primarily communicating with youth, know the channels they use. Be familiar with the latest stats and slang concerning social media networks.
  • Consider additional audiences. Remember that your readers include current potential registrants as well as current/past/future employees. Consider that before you publish and make sure you aren't alienating any of those groups.
  • Keep it simple. You could have sub-policies for every social media network under the sun (from Twitter to Tumblr) but an overall policy that applies to all social media posts and digital communication in general suffices.

Now that you’ve considered your audience, you’re ready to write your policy. Here are some key points that should be included:

  • Exercise good judgment and always proofread what you post. It’s very easy to misinterpret online communication.
  • Use social media to edify and encourage.
  • Social media can never replace face-to-face communication. Social media is a great tool for ministry but it has also, in many ways, taken away much of our personal connections. One-on-one personal interaction is still best for reaching the heart, minds, and souls of your audience. It’s still pertinent to focus on small group sessions, activities, and other in-person interaction.
  • Before posting to social media, ask: Would this person be happy with am posting or comment? If there is even a hesitation, don’t do it. Once a comment or post is published on the Internet you cannot take it back.
  • Always think twice before hitting send. Consider what could happen if your organization sees what you publish on the Internet and how that may reflect not just on you, but the organization.
  • When texting, be cautious about autocorrect, popular abbreviations (such as LOL, JK, LMAO, etc.), and emoticons. Auto-correct can often change the entire meaning of a message to something unintentional and even damaging. 
  • Respect copyrights. Always give people/organizations credit for their work and make sure you have the right to use something with attribution before you publish. Properly link to source URLs in blog posts.

Once your social media policy is approved, be sure to share it with your staff and volunteers and remember it’s a working document. The social media landscape is constantly changing so be sure that you continually review and revise your organization’s social media policy.

Does your organization have a social media policy? What best practices do you find essential to include?

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Taking time to pause… For me, that is the biggest motivation in hosting a retreat for the company.

It is always a bit nerve-racking to close the office for two days, but our annual company retreat is one of the most important things we do each year. Taking two days to focus on ourselves as individuals and as a team only serves to positively impact the way we serve our clients. 

We work hard every day with very little time to catch a breath between projects and tasks. These two days force us to unplug from work and just be together as a team. 

Celebrating the Past

Since we move so quickly from project to project, we sometimes miss all of the great work that happened in the last 12 months. During the retreat, we take time to deliberately celebrate all of our accomplishments. It also allows both our marketing team and our technology team to learn about other projects—projects that they may not have even had a chance to work on.

Learning from Mistakes

We also talk about things that did not go well. Doing so is just as important as talking about our accomplishments. We get to look at various projects as a group to try to figure out why it didn’t go well so we don’t fall into the same trap this year. 

Taking Time to Dream

Dreaming as a group is very important – we are not a large agency and, as a leader, I want to be sure that each person knows just how important they are to the overall success of our business; what each individual does can make or break our year.

We see every person on our team as an “owner” of the company, and each individual has the power to make The A Group great. With everyone’s active participation in setting the direction and goals for the upcoming year, we help set the tone for showing team members that they are invaluable to the team and what they do matters.

When we leave the retreat, we know that everyone is on the same page for the future and what it will take to get there. 

Why do a Retreat?

Yes, the retreat is a great time to look back on highs and lows while simultaneously looking forward to the new year with great anticipation. But taking time out to intentionally interact with team members outside of the office is perhaps the biggest reason for our annual retreat.

Watching our team interact and get to know each other on a personal level is so rewarding. The simple act of preparing a meal (or cleaning up) brings out different aspects of one’s personality. And all that interaction translates to a healthier office atmosphere; the better we know each other the better we work together. 

Over our two days out in the woods, we had focused sessions for learning, but some of the best spent time was the down time, giving folks time to interact together – be it over a board game, ping pong competitions, a disappointing Predators loss, cards or impromptu dance parties.

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Back in the good old days, marketing and campaigns were synonymous. You developed creative, purchased ad space and hoped for the best. In true Draper fashion, creative and “the idea” were the center of your world, while placement options were relatively limited and straightforward.

Today, with new digital channels creating a “24 hour marketing cycle”, it’s easy to feel like you need to be in constant communication with your audience. Because you can connect with people anytime and anywhere, and because marketers now have to manage multiple roles and areas of expertise, the focus often shifts to the channel – the Facebook post, the free download, the email blast – seeing it as the end rather than the means.

Call us old fashioned, but we still believe in the power of the campaign – perhaps more than ever. A targeted message to a targeted audience with a clear call to action and consistent visuals is, in our opinion, the only way to truly cut through the clutter created by advertising overload. Here are three reasons why marketing campaigns are critical to success.


Isolated marketing messages can be effective, but only in isolated scenarios. Someone sees your ad and makes a purchase, or Likes your Facebook page and gives you a call. But if you want to make a wide and lasting impact, you need integration.

Because audiences are bombarded with more marketing messages than ever, drip marketing is easily forgotten. To keep up with the pace of information, audiences need to be seeing your message across multiple touch points and through every interaction with you. There is nothing more powerful than mail, email, your website, your social media and your advertising working together to make a memorable impression.  A campaign helps you streamline your efforts and creates a messaging “home base” that informs each individual tactic and channel – helping you better reach your audience AND saving you tons of time.


According to the old marketing “rule of seven,” a prospect needs to hear a message at least seven times before they will take action. With that theory developed in the 1930s, it’s likely that the number has increased due to the constant clutter presented to audiences. If you’re sending a different message with every piece of communication you release, it’s going to be much more difficult to truly make an impression on your audience.

Brand awareness is one of the primary factors in audience behavior and purchasing decisions, and it takes repetition and consistency to build awareness. When you’re getting sick of your message or art, your audience is just starting to recognize it. A campaign helps you stay consistent in your visuals and messaging, ensuring that you’re making multiple impressions on your audience, building brand awareness and inspiring action.


Because campaigns are contained by theme and timing, it’s easy to measure how different efforts perform to reach your goals. Rather than just look to your overall bottom line as a gauge of marketing success, measuring campaigns – and each distribution channel within them – can provide us with a wealth of information and keep us agile. Measuring campaign performance allows us to test how different messages perform and which audiences are most engaged, while data from each channel can help us determine the best way to reach those audiences and the best places to put our dollars.

The best part? The real-time nature of digital marketing gives us data fast, meaning we can adjust efforts, move budgets and tweak messages as we go – saving money and maximizing opportunity.

The next time you’re struggling to keep up with the pace of marketing or feel like your efforts are all happening in a vacuum, take a breather, channel your inner Mad Man and think in terms of campaigns rather than channels. A great message backed by consistent visuals and strategically distributed to reach your target audience beats out clutter every time. 

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Since the very beginning of The A Group, our team has been focused on maintaining excellence in our industry and staying educated on changing trends and new marketing developments. 

This year is our 15 year anniversary (woohoo!), and we are so blessed still to be working with incredible clients passionate about making a difference and affecting change in the world. Recently, we attended the Christian Leadership Alliance conference and our president and founder Maurilio Amorim had the chance to share his vision for The A Group. Check out what he has to say about staying innovative and top of mind, even as times change.

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This Thursday and Friday, our entire team is unplugging for a few days to celebrate our fifth annual company retreat. During our retreats, we take time to reflect on all that we’ve accomplished alongside our wonderful clients and brainstorm ideas for even more growth and creativity in the next year.

No matter what you do or what industry you’re in, rest is important for team rejuvenation and reflection.

Rest gives you time to reflect.

It’s easy to get stuck in a rut of doing and completing—moving from one objective and project to the next without taking time to realize all that’s been accomplished. Taking rest with your team gives each team member time to remember and celebrate all completed projects and campaigns.

Rest provides room to plan creatively.

Daily work doesn’t always allow time for creative planning or brainstorming beyond current projects. During our retreat, we schedule time specifically for our team to brainstorm ideas for the next year—whether it’s areas we hope to expand into, new campaigns we want to run, or different design or development advancements we hope to make. Giving each team member a chance to share their ideas is invaluable for company growth and team camaraderie.

Rest gives you time to connect.

Your employees see each other every day, but they don’t always get the chance to connect with each other outside of projects. A big part of our retreat is getting everyone in one place and having time to hang out and get to know each other better. We have a strong family atmosphere and culture, but sometimes we get so busy that we don't always have time to connect with each other. The retreat helps keep the friendships and collaboration strong.

If your team is feeling burned out, stressed, or just tired—consider planning a retreat. It could be the perfect solution to reviving your team’s passion and purpose.


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“Non profit.” It immediately implies that you’re about something different. You’re less about money and more about meaning. Helping others instead of helping yourself. Doing good rather than getting more.

But this doesn’t mean that you have to have nothing but heart. Too often non profits ignore critical business principles, feeling that they’re anti-missional when in fact, they’re critical for sustainability and growth. Here are three ways non profits should act more like businesses:

Hire (and pay) well.

You are made up of your people and your employees must have a heart for what you do. But they also need to be pretty darn good at their jobs. Hiring (or keeping) people who have a passion for your mission but lack the qualifications or talent for their specific job function will ultimately just hold you back. Recruit smart and recruit the best; after all, shouldn’t your mission demand excellence? 

P.S. if you want top talent, you’re going to have to offer competitive pay. Too often non profits expect people to work for nothing because it’s good work; while the mission might be enough to get someone on board, it’s usually not enough to keep them as their experience and expenses grow. We’re not advocating for excessive salaries or getting rich off donor dollars, but paying a fair salary for the market and position means that your people don’t have to sacrifice purpose for pay – and you have far less turnover.

Watch your bottom line.

As a non profit, your goal is not to make lots of money, but that does not mean money does not matter. It takes money to carry out your work, and not following basic business principles can put your organization in jeopardy.

Some non profits rely solely on donations, and these donor funds must be managed wisely. Other non profits have revenue sources such as events or products that can actually generate income for the organization, and in these cases, the business rules really apply. You should know your cost of doing business and price your offering accordingly. You should choose price points that make you money (or at least break even).  You should introduce products based on demand and discontinue things that don’t sell. You should maybe even compete a bit in the market place.

Balancing a budget and being in the black is not greed; it’s stewardship. Generating income from those able and willing to pay for a product or service gives you resources you need to help provide services to those who can’t afford it – ministry in action. 

Don’t always settle for freebies.

Your mother’s cousin is a designer. Your best friend takes a mean iPhone photo. And that awkward Tinder date you just went on? You thought you saw something in his profile about building websites.

It seems that we’re all six degrees away from an aspiring creative, happy to do free work for the greater good (and the good of their portfolio). And when you have a tight budget to manage, it’s tempting to jump at the chance to get your logo or website or brochure gratis.

While there can be a time and a place for accepting favors, it’s true that you get what you pay for, and you will eventually need to invest in professional services to truly grow and take your organization to the next level. When your marketing assets are B-level, you will be stuck looking like a B-level organization, no matter how great the work you do is. It takes cohesive creative backed by strategy to truly make your mark.

It is possible to have business smarts and an amazing heart. You should never let money compromise your mission, but sometimes, it’s ok to act a little bit like a business, especially when it comes to your people, your budget and your marketing. 

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Let me tell you something: I LOVE Snapchat. It’s the perfect cross between Facebook, Instagram, and live streaming. Your content doesn’t have to be startlingly beautiful like Instagram, sentences don’t have to be perfect like Facebook posts, and you only have to fill 10 seconds at a time (or less) with your photo or video. Now that you’re on Snapchat (I hope), what’s the next step? So glad you asked!

Cross Promote

The biggest issue that we hear from Snapchat users is trouble getting discovered or finding followers/friends. People who follow you on Snapchat have to do so manually and intentionally— they add you by your specific user name.

Start by cross promoting your Snapchat profile and username on your other social media platforms (within reason). Promise something special through Snapchat. Instead of just asking people to follow you, give them a pay-off for doing so. Such as… A coupon, a give-away, a contest. Don’t be stingy. Give up a little for the greater good of building a presence on this platform. If you speak at a conference or throw an event or meet new people, mention that you’re on Snapchat and share a little bit about what you’re doing through your presence there.

Snapchat doesn’t have a savvy search like Facebook or a fun explore tab like Instagram; it’s all direct. And that’s part of what makes Snapchat so special—you know that any followers you get are actually sincerely interested in what you have to say. Now you just have to figure out what to say.

Populate Content

Identify the purpose of your Snapchat profile. It is a daily source of information for your followers? Is it the place where you give behind-the-scenes looks at your organization? Or maybe it’s where you promote new products. Either way, decide what your tone and purpose will be and then create original content to support it.

If you need some inspiration, many of the current brands on Snapchat have developed a distinct style for their Snap Stores—techniques of which you can learn from:

  • For Birchbox, a different team member takes over the account every day and shares her beauty routines, gives glimpses of life at the office, and answers Q&As. Occasionally, Birchbox’s Snap Story will also feature corporate news or reminders for events like Facebook Live discussions.
  • Through their Snap Story, staff from The New Yorker discuss the cover of each issue in depth and have a frequent special segment called “Cartoons with Colin” where Colin shares new cartoons while eating a random kind of chocolate.
  • Gary Vaynerchuck shares his daily work, inspirations and thoughts through his Snap Story to give his fans an even deeper look at his life. His Snap Story is a great example for brands that center on an individual.
  • Jimmy Fallon’s team uses his Snap Story to alert viewers of what’s planned in upcoming shows. They also give away tickets for the show through their Snap Story. During the day, their team sends an intern out into the city several hours before a show, only sharing her locations via Snapchat. The first person to find the intern wins the tickets! 
  • Warby Parker also does a great job of showcasing different members of their team via their Snap Story by interviewing a different person once a week in their “secret” library. During the interviews, the team member always talks about his/her favorite frames—an authentic way to advertise products. They also share simple snack time recipes to add some fun into the media mix.

Create a Branded Filter

Branded filters are just another great interactive feature to use to add extra branding to your Snapchat. Now, anyone can create a branded filter

Anyone can do it, ANYONE. So that means you, yes you, you little marketing genius hiding in the background. Create one for your office and use it throughout your stories. Then when people visit you or attend an event near your office, they know to use that filter in their Snapchats—giving you exposure to their whole audience! You should also create special filters for any event or gathering you open to the public.

Maintain a Steady Presence

Lastly, a lot of great brands boast profiles on Snapchat. But I cannot tell you how many brands I have followed, excited for what type of content they might be sharing, only to wait several days (sometimes weeks) before a story popped up. Because Snapchat has such a quick turn over, you have to maintain a steady presence on it in order to stay relevant. Just as you wouldn’t ignore your Instagram or Facebook for a week (I hope), so you shouldn’t neglect your Snapchat profile. So try Snapchat! You might be pleasantly surprised at the results you get.  

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When PEW Research Center released the results of their Religious Landscape Study, the report found that the percentage of adults (ages 18 and older) who describe themselves as Christians has dropped by nearly eight percentage points in just seven years. WHOA.

But even more interesting, the study found that the drop in Christian affiliation is particularly pronounced among Millennials. If you’re a church, non profit, or faith-based organization, we know what you’re thinking: how do we reach them?

Here are four things we know about Millennials (and four ways to reach them!):

1. They care about social justice.

Whether it’s providing clean water, feeding the hungry or putting a stop to human trafficking, Millennials care about social justice. They want their voices (and opinions) to be heard. Instead of taking a “this is right” and a “this is how we’ve always done things” approach, allow for open dialogue or conversation about important issues, topics and current events. Be willing to listen to them and understand their point of view and concerns. They’ll appreciate your openness and willingness to listen.

Millennials also buy into causes, not companies. If you’re a church or non profit organization, appeal to their sense of social justice. Think about the way you are telling your stories. Is this a cause that they can buy into and stand behind?

2. Their sense of right and wrong is guided by common sense. 

According to the PEW Research study, 46 percent of younger Millennials (ages 18-24) and 48 percent of Older Millennials (ages 25-33) said they look to common sense for guidance on right and wrong. On the contrary, only 23 percent of Younger Millennials and 26 percent of Older Millennials look to religion on guidance for what is right and wrong.

From the time they were in elementary school to the day they graduated college, Millennials have been taught to make decisions based on analyzing evidence and facts. It’s no surprise that their moral compass is dependent upon rationale. With this in mind, churches and non profit organizations should be prepared to provide a stake to their claims. Whether it’s in your annual donor report, your sermons or the services you offer, provide evidence and support to help guide Millennials down the decision-making path.

While you can’t change the way Millennials make decisions, you can change (and be a part of!) the way those decisions are influenced.

3. They are less connected with church than older generations.

According to the study, 34 percent of Younger Millennials and 37 percent of Older Millennials said that they seldom attend religious services. We know you’ve noticed this!

We often hear church leadership say that they are struggling to reach young people or get them into church. Instead of trying to get Millennials into church or to attend a service, go where there go! Be where they are and meet them at them door.

Are they brunching (it’s likely)? Are they in the gym? The coffee shop? GO! Jesus wasn’t afraid to get outside the walls of the church to meet beautifully flawed, messy and imperfect human beings right where they were. And we shouldn’t be either. When Millennials see that you are willing to get outside your comfort zone to get inside theirs, they will be more likely to trust and engage with you!

4. They don’t have a strong sense of spiritual wellness or peace.

According to the study, Millennials feel a sense of spiritual wellness or peace less frequently than any other demographic. Perhaps it’s because we live in a Pinterest-perfect world with daily pressures to be the best at, well, everything!  

In the midst of this pressure-filled and chaotic world, your church or organization can be a place of solitude for the Millennials out there looking for peace and contentment. Be a resource and a safe haven for them to come as they are.

Are they struggling with the pressures of social media? Being a modest woman in a society that says less (clothing) is more? Being a man of God instead of the man the world says we should be? Tackle these tough topics and challenges they are facing in your sermons, in your programs or on your digital platforms. Again, meet Millennials where they are and let them know that you understand and are here to walk alongside them—not to judge them.

If this seems overwhelming, don’t fret! You’re not alone! Media companies, big brands and corporate businesses are all spending millions of dollars each year trying to figure Millennials out. By making small changes like open dialogue around current events or issues, appealing to rationale, showing up where they are and providing solitude among chaos, you can reach the Millennial generation.

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The A Group once again had the honor of being a part of this year’s Outcomes Conference, an annual event hosted by the Christian Leadership Alliance. Christian Leadership Alliance (CLA), a long-time partner of The A Group, equips and unites leaders to transform the world for Christ. This conference, which was held last week in Dallas, TX, brought together some of the world’s top thought leaders in Christian ministry for a time of learning and encouragement.

It was our privilege to once again be invited to be a part of this great event, to have the opportunity to experience all it had to offer and to come alongside our great friends at CLA as they make a difference in the lives of leaders and in the Kingdom. Highlights included:

  • Our social media crew once again had the chance to be a part of the CLA Social Media SWAT team, live tweeting, posting and blogging from the event -- and helping get the official #Outcomes16 hashtag trending #5 nationally! Meanwhile, our photographer/videographer captured beautiful images of the event, as well as recorded interviews with dozens of influencers and leaders. We can’t wait for these to be shared with the world!
  • Our very own Maurilio Amorim led a workshop on The Power of Storytelling, encouraging organizations to tell better stories and to make their supporters the hero. We hear there were even some (happy) tears shed throughout the room as he showed examples of powerful storytelling videos from other organizations (want to learn how you can tell better stories? Check out our post here.)
  • We got the chance to visit with some of our clients (at the conference and throughout Dallas), to connect and reconnect with hundreds of ministry leaders and nonprofits like you, to be inspired by your vision and heart and to be reminded of why we do what we do each day.

Plus, we got the opportunity to attend the event and hear from incredible and encouraging Christian leaders such as Peter Greer, Dr. Tony Evans, Michael Oh, Dr. Larry Acosta, Rich Stearns and more. We’re encouraged to be back working hard to support the missions of amazing organizations like yours!

Thank you to the Christian Leadership Alliance team for letting us be a part of this special event.

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With so many voices flooding the donor landscape, each cleverly clamoring for the attention of deep pocket givers, how do you even get a chance to stand out?

We like to think it’s pretty simple: Start communicating within segmented lists.

Let’s back up a little bit first. Say you have 500 names on your donor email list. You send out an e-appeal several times a year and their gifts average out to $5 a person. At face value, that doesn’t seem like a lot.

We get why it becomes increasingly easy to give in to the pressure of budget deadlines and financial needs, resorting just to pursuing new people who will give something (or anything!) to your organization. But we all know deep down inside that approach is just slapping a Band-Aid on a gaping wound.

Here’s the catch—people are giving and with email being a free communication channel, every little dollar is valuable. SO! Pause and say thanks for the $5. And instead of focusing all of your attention on adding more $5 givers to that list, cultivate the people you already have.

Here’s the key: Realize that more is not always more.

Using segmentation, you can begin to break up that list of 1,000 people into smaller lists based on their gift size, time lapsed since their last gift, age demographic, etc. Then you build strategic communications designed specifically for each list (even if you have 10, 25, 50 different lists). Here’s why: That email you just sent to a newly graduated millennial who only occasionally throws $20 your way is not going to resonate with a 50-year-old woman who faithfully gives $75 a month. Someone is going to feel lost, and chances are both demographics will feel some sense of disconnect and potentially drop off.

By breaking up your main list and communicating to each segment specifically, you can share moving stories with millennials (they care about the issue and the solution—not you), impact numbers with older, established donors (they care about the credibility of the organization they are trusting with their dollars), and so forth. Furthermore, a millennial won’t open your emails at the same time that a retiree will. So specialize your emails even more by testing sending times for your different lists.

Segmented lists are your allies, your deepest friends. Get to know them, learn to love them, and make sure you know every in and out of the way yours work.

Once you have smart communication plans in place and execution well underway for your current contacts, only then should you start efforts to pull in new people. That way, when a new person commits to you, you have a system in place to nurture that contact and move them up the donor pay grade.

Lastly, if you’re a nonprofit and your CRM doesn’t have the power to allow you segmentation, then it’s time to upgrade or break up and find a new CRM mate. We know change is hard, and it sometimes requires a lot of time and resources, but it’s worth; believe us on this one.

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Everyone wants an app because it’s the cool thing to do. We get it. But why waste your money if you don’t actually need one? Here’s what we think… If you aren’t coming up with the new hot social platform or introducing a revolutionary game, you probably shouldn’t be using your resources to build out an app. In fact, it could a grave waste of time and money. But we’ll let you decide for yourself. See if you can pass the Do-You-Need-An-App test! 

Anyone can come up with endless reasons for why they should have an app for their organization. But we have discovered that most of those reasons can be fulfilled with a mobile-friendly site. So before you take $150,000 or more out of your budget to build an app, reconsider whether you actually need one and whether users will actually download and interact with it.  

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As you’re choosing a color scheme for your brand, website or even your office, you might find yourself wondering if there could be more than meets the eye when it comes to your preferred palette. Do different colors evoke different emotions, elicit certain behaviors or drive decisions? In other words, is there some psychological formula that can take your swatch and turn it into a sale?

People have tried to make these “colorful” arguments for decades: “Red means danger,” (or does it mean love?) “Blue is trustworthy” (but also another word for sadness) and "Men don't like orange" (say that to die-hard UT fans). While we all wish we had a marketing mood ring that assigned emotions to hues, the reality is that it’s HOW you use your colors, not what colors you use that makes all the difference.

If used in a tasteful and professional manner, any color can be an effective tool to contribute to the attractiveness of your brand. Well-developed color palettes are mathematical. It’s actually far more about the relationship of the colors to each other than the colors themselves.

For example, if you want to convey a sense of elegance and "high end" with a limited product or services offering, you need to use sets of colors that are closely related and have subtle differences. Prime example: Anthropologie.

If you need to represent a brand that will have a very broad set of offerings, it is advisable to set the color palette up to have a relative selection of colors that can be used amongst each other in combination with paired neutrals.

If you need to be perceived as an innovative alternative to the rest of your market's competitors, and they are all represented with shades of blue, then you need to look at using alternative colors in your branding. On the other hand, if you want to be perceived as the legacy "high end" expert amongst competitors that all use shades of blues; then it would be wise to explore the use of bright blues along with pale blues and effective, subtle neutrals in combination with classic typefaces.

It's about the math. Elegance = small, subtle shifts in tone. Energy = broad, wide differences between bright colors. 

The same can be said for music. High energy compositions are organized, but tonally, all over the place. Calm, adagio-esque compositions contain subtle, gentle shifts.

This is why kids’ brands can be any colors, but are usually a wide spectrum of combinations, while color palettes that appeal to mature individuals usually contain more neutrals and are subtle in visual relation. 

At the end of the day, color is a tool that must be used intentionally and has functionality of its own. Knowing how to use color correctly gives you flexibility in the scheme you choose and keeps you from having to draw upon subjective justifications like those suggested through the psychology of color.

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