Category: Blog

At the heart of every successful messaging strategy is a differentiated, motivational and sustainable brand story—from which all brand messaging originates. Brand stories are not just who you are by definition or how you express yourselves through tone or voice, but it serves as the conceptual core for all you say and do as a brand.

1. Storytelling is a universal language that transcends social and cultural differences.

Even the most diverse groups of people can find commonalities through storytelling, because they follow a defined arc and appeal to emotions and experiences that are innately human. Because stories are so connected to human experience, it is also important to consider the mediums in which you are communicating. Don’t subscribe to the notion that a story is limited to written or spoken word. With a well-defined messaging strategy, you are not bound by traditional definitions of storytelling. Engage other senses to relate to your audience.

2. Stories help us actualize abstract concepts and simplify complex messaging.

When learning new concepts or information, analogies, personal anecdotes or real-life examples can help us better understand that knowledge in the context of our own lives. It is not easy to distill multiple large, amorphous ideas into an effective messaging strategy—so, consider the brand story as a vehicle for your brand values. Through storytelling, a multitude of talking points can coalesce into one, compelling narrative that is easy for your audience to understand.

3. Stories are scientifically proven to increase attention and comprehension.

Neuroscience proves that storytelling is the most effective way to capture attention, increase comprehension, and forge brand loyalty through connection. Pathos-driven marketing influences intent and drives action—meaning consumers rely on emotions, rather than information, to make decisions. When our brains process information from stories rather than facts, the neural activity increases fivefold. Subsequently, the chances that your brain will recall the information increases exponentially.  

It can be challenging to make sure your content is reaching and engaging your intended audience. In the era of scrolling, users spend just three seconds viewing ads on desktop and even less on mobile. Research studies provided by Mobile Marketing Association (MMA)* state that while static ads and video ads have the same likelihood of being seen, video ads are twice as likely to create an emotional response with less exposure. This means that video is one of the most effective ways to get the attention of your target. Because of this, it is more important than ever to have a solid strategy that integrates videos into your campaigns—here are some things to keep in mind in order to increase efficacy and engagement.

Strategy

Before you begin creating any video content it is vital to clearly understand your objectives. What action do you want the user to make? Are you looking to increase traffic to your website, increase overall brand awareness, attract new followers, create conversation starters or maybe you want them to purchase a product? Moving forward with a clear understanding of your business goals will increase the effectiveness of your video campaign and create more engagement with the audience.

Content Types

What type of video content will work best for your campaign? Viewers are looking for authenticity through relatable content and personalization. Quality content comes from understanding your audience’s interests and reaching them on multiple channels. Content topics can range from discussions on the latest issues, industry insights, learning opportunities, product reviews and giveaways. Video offers various delivery channels and can be in the form of tutorials, interviews, vlogs, demonstrations, live videos, webinars, testimonials, brand storytelling and influencer user-generated content. Integrating a multi-channel approach in your video content strategy is a crucial step to reaching your audience and goals.

Best Practices

On average, your video should be two minutes or less. Rather than making one long, complex video that covers multiple topics, you can create multiple short videos in a series to expand over the length of your campaign. This form of micro-content is easy to consume and keeps your message concise while also giving your viewers additional opportunities to engage with your business. Adding motion into your content doesn’t have to be complicated. Simple animations and gifs create dynamic video content that are timely and budget friendly to produce.

Accessibility of your videos is important particularly when reaching a large audience. Videos often preview or begin playing without the sound on most platforms, so it is important to make sure that a video transcript is added to allow the viewer to receive your message even with the sound off. Multicultural marketing is a great way for your content to remain relevant and connective to your audiences. Crafting your campaign messages to the native language of your various audiences adds authenticity and adding subtitles allows non-native speaking audiences to clearly understand the content.

Just like any digital content, your videos should be search engine optimized. Video SEO will allow your video content to be indexed and ranked based on relevant keyword searches. Having a good optimization strategy gives your videos a higher likelihood of registering during searches. Adding tags to your videos and crafting compelling headlines and descriptions will help increase your search results.

Understanding the differences between each of the social platforms will help you adjust your video for optimal performance. Each platform has different requirements for video dimensions, video length and viewing orientation. These requirements are constantly being updated and improved upon, so it is essential to be aware of these changes to keep your content optimized to the platform.

Creating authentic and compelling video content against a solid marketing strategy will add value to your viewers and drive engagement with your business. Take advantage of the growing demand for video content and find out how DCC can help you craft your next video campaign and social marketing efforts.

*
https://www.mmaglobal.com/news/mobile-marketing-association-reveal-brands-need-first-second-strategy

This isn’t your typical “how to place Snapchat ads” article – if you’re looking for step by step instructions or details about each type of ad, there are hundreds of articles out there. I’m taking you behind the scenes of a real marketer who places Snapchat and TikTok ads on the reg. If you want honest, effective tips on how to generate high performing ads across these platforms, keep reading.

If you’re thinking about advertising on Snapchat or TikTok, you’re likely trying to reach a younger audience. The ideal age to reach via these platforms are teenagers, specifically 15-25 year-olds for Snapchat and 10-30 year-olds on TikTok. If you’re trying to reach 50-year-olds, for example, C-suite executives, you’re in the wrong place. In fact, only 5% of US 56+ year-olds use Snapchat (source) and only 11% of US 50+ individuals use TikTok (source).

Great, so now we’ve established that you’re trying to reach people who have never heard of The Wonder Years. Now you need to think about what your goals are. Both Snapchat and TikTok are great platforms for brand awareness and app installs. Neither of these platforms have many options when it comes to targeting highly specific individuals (we’ll get more into this later). Trying to get the word out to everyone and anyone in your age demographic and location? You’re in the right place. Looking to reach industrial manufacturers to promote a new engine? You’re better off somewhere else (and may want to contact us for help…). To give you an example, we recently ran a campaign for a SNAP-Ed program to get the word out to eligible households about pandemic relief funding being mailed to their door. In order to reach as many people in a target audience with lifestyle, demographic, geographic and socioeconomic attributes, we knew Snapchat and TikTok would be ideal platforms. And we were right… we were able to get the word out to over 1.6 million affected people in less than a month! Okay, enough about us, let’s talk about what your content needs to look like to get results like this.

Content is one of the most important aspects of advertising on these platforms. You don’t want to do your classic stock image with a catchy headline and description – these work great on other platforms, but you won’t see the same performance on Snapchat or TikTok. Put in the extra work to create great content specific to these platforms and you’ll see exponentially improved results. For both Snapchat and TikTok, video is the optimal ad format. Users are on these platforms with the intention of consuming content in the form of videos and likely have some extra time to kill. Next, remember that your content will only show on mobile devices and will need to be sized accordingly. Be aware of the various limitations with where you want to put your logo/text – TikTok will have words or icons that appear over your content.

This is where Snapchat and TikTok vary slightly. You have more options with the type of content that will perform well on Snapchat. Check out these Snapchat success stories for some ideas. For TikTok, the best type of ad content mirrors organic content you see on the platform. Spend some time browsing the platform and pay close attention to the content that’s trending or that catches your eye instantly. TikTok trends are always changing, so browsing online won’t always provide the best information – you’re better off going directly to the source. While you’re at it, make sure to pause any time you come across an advertisement and take notes on how well it engaged you. Remember, you’re advertising to people who have grown up spending hours on end browsing social media. These users have been trained to quickly identify an ad and swipe past it almost instantly. Your ads should grab user attention within the first 2 seconds, as opposed to your typical 2-5+ seconds on other platforms. The best performing content will “trick” users into thinking they’re watching Addison Rae before they realize they’ve started learning about your brand (and if you don’t know who that is, you need to do more research). Here are some examples to get you started.

Now to start placing the ads. As a digital marketing specialist that places ads across Facebook, Instagram, LinkedIn, Google, Twitter, and more I have to say these platforms are not the friendliest for marketers. Being relatively new to the advertising space, you can tell they still have some work cut out for them. But being some of the most used and effective social media channels across our target age group, we can’t avoid using them. TikTok has your typical campaign goals – reach, traffic, app installs, video views, lead generation and conversions. Snapchat, however, only has website visits, calls & texts, app installs, app visits, and their newest feature Promote Local Place. A few things I’ve noticed while using these platforms that differ from other digital advertising platforms are:

1. You can’t save the campaign as you go, and you can’t save audiences for future use. Make sure you have all your ducks in a row before you go to place the ad.
2. Minimum daily budgets are $5/day for Snapchat and $20/day for TikTok. This will be important to know in advance if you’re working with a low budget.
3. Copy is limited – you’ll get a short headline and description, but you won’t be able to fit much information in those. You’ll want to incorporate all of the information into the content itself.

Lastly, just like any other digital platform, always test out different content to see what works for your business. Both Snapchat and TikTok provide basic analytics such as reach, impressions, clicks, conversions, cost, etc. but neither will get as granular as something like Google. Pay attention to the click-through-rates, cost-per-clicks and conversion rates, and always make sure to use UTM URLs so you can track how users from these channels are engaging with your website content.

Take this information and use it to create the top performing Snapchat and TikTok ads you’ve always dreamed of having. And if you need any extra tips, we’re always here to help.

Evelyn Demirjian
Account Executive & Senior Digital Marketing Strategist
DCC Marketing

For World Emoji Day, DCC decided to take a look at the usage of emojis across social platforms. These emotional graphics have transformed the way we communicate. With over 100 new emojis being introduced over the next year, integrating emojis into your digital strategy can encourage engagement from your followers and boost social post performance. Sometimes, a picture is really worth a thousand words.

Sources:
Prisco, J. C. (2018, May 22. Shigetaka Kurita: The man who invented emoji. CNN. https://edition.cnn.com/style/article/emoji-shigetaka-kurita-standards-manual/index.html

Marmer, D. (2018, April 9). These Emojis Can Increase Click-Through Rates, According to New Data. HubSpot. https://blog.hubspot.com/marketing/best-emojis?zd_source=mta&zd_campaign=15103&zd_term=vanditagrover&toc-variant-a=

Hunt, P. D. (2021, July 15). World Emoji Day 2021: How emoji can help create a more empathetic world, for all of us. Adobe Blog. https://blog.adobe.com/en/publish/2021/07/15/global-emoji-trend-report-2021.html#gs.6ln95e

As kids in the Demirjian family, we had home cooked meals on the table every night at 6:30 sharp. You ate what was prepared, no complaints. We took family road trips in our wood-paneled wagon; I sat in the rear-facing trunk seat, of course, because I was the youngest of five. Chores weren’t paid. They were simply expected, and our curfew was strict. My mom would even wave a wooden spoon at us if we misbehaved. She never used it, but we still ran. Education was always a priority for my family—put the time in, do your best, always keep learning, and help others with what comes easily to you. So much of the business that I have built and who I am today started with my childhood, made wonderful in part by my amazing father Jerry Demirjian.

My dad always made it a priority to foster our unique passions and guide our career paths. He preached confidence and independence while building up our individual skills. He brought us up as a close-knit family that supported, cheered, and helped one another—which was truly an accomplishment with five, highly competitive children. Everything my dad does (still today at 88) comes with an important lesson—even his grandkids lean on every word. My dad’s story is an inspiring one that we recently captured in our succession planning efforts.

As I look back, I am so proud and extremely grateful for my dad and late mom. In fact, I can honestly say everything I do today for my family and our businesses is born from their influence.

At the ripe young age of 50 (my age now), he risked it all to buy a business and put everything on personal guarantee with four of the five of us in college. He worked for years, sharpening his skills to be able to take on this new level of responsibility. He believed that without risk, there is no reward. He believed in building teams, filling gaps in his weaknesses, and being hyper aware of company culture. He built a supportive work environment not just for his employees but, also, their families. My dad believed in rolling up his sleeves and working hard. He would always say, “No matter your position—you must always be personally accountable.”

You rarely see him stress (unless it’s tax season), but I now know why he always preaches to save wisely, never live beyond your means, and keep debts low. My dad has always given back to the community and the faith that has supported him. My father taught us all the importance of generosity, kindness, and integrity. He has spent his life leading by example, and now, I spend mine leading by his.

Happy Father’s Day, dad. Thank you for giving me the tools, love, and guidance to build my own business, launch and lead a real estate investments portfolio, and stand by my brothers Richard and Charles to help grow their businesses, T/CCI and Tillotson. You risked everything for us 35 years ago!

Kara Demirjian Huss

Connect with Kara

Five years ago, I started one of the most challenging moves of my life—I was moving to the United States and looking to start a new life.

Since I’m a foreigner and English is my second language, you would think that the language was my main concern. Right? No. Of course, working in a second language is a challenge, but after years working in Brazil creating campaigns in Portuguese and dealing with Brazilian audiences and their culture–the culture I was used to since I was born, I had to switch gears and learn a totally different culture. Believe me—even with a huge influence of American culture, it was not easy.

On one hand, it gave me a different perspective of US culture. I could observe points and nuances that Americans are so used to that sometimes they don’t even notice.

Also, as both a creative and cultural analyst, part of my job is to work on different campaigns dealing with diverse audiences—providing insights and direction in developing effective design and content. I believe it is a true asset to have a multicultural analyst on staff at an agency because understanding audiences and cultures is an important part of every company’s brand. Besides thinking about the target’s age, gender, financial status, behavior, etc. we must understand the culture and lifestyle of our audience. Without this lens, you would be missing a key part of understanding your consumer when developing your brand marketing strategy.

One example of our multicultural work was with the 2020 Census campaign. To achieve effective results, we had to segment the campaign’s audiences by ethnic and racial make-up—layering that on-top of other audience segmentation broken out by geography, socioeconomic conditions, and cultural lifestyles. A key part of this was working together with local community-based organizations who were trusted messengers and understood the cultural differences. Focus groups and interviews with these organizations helped us build relevant and authentic messaging which was then integrated into the campaign’s creative and implementation strategy.

We identified that a huge portion of the lack of census responses came from immigrants that didn’t understand English, who didn’t know what census was,  and who were concerned about giving their personal information—especially about their visa situation.

Aware of these concerns, we worked together with local communities’ organizations and created simplified messages—reinforcing that all information was totally confidential. We didn’t just translate the creative collateral.  We adjusted the languages, images, and slang to match each specific culture.

The success of this approach can be seen in the numbers. Illinois was ranked as the 7^th state with most self-responded rate at 71.4%–very close to the 1^st place state of Minnesota with 75.1%. The Illinois counties that partnered with DCC had great content engagement with an average of 70% self-responded rate. Six of those counties were in the Top 10 census response results for the state of Illinois.

Source: 2020census.gov

If you want to know more about our multicultural experience or would like to view our case studies, check out our Multicultural Marketing blog post or view our Portfolio page.

Erasmo Bussolin
Senior Art Director
DCC Marketing

Chicago, IL – University of Illinois SNAP-Education has selected DCC Marketing to guide and develop a statewide social marketing campaign. The SNAP-Education program provides practical healthy eating and physical activity solutions for Illinois families and forms strategic partnerships locally, regionally and across the state to transform the health of limited-resource families in Illinois. In Illinois, SNAP-Education is provided through University of Illinois Extension and University of Illinois at Chicago’s Chicago Partnership for Health Promotion.

“We are excited to have DCC Marketing as our partner for this important project. Their work for the 2020 Census gave us great confidence in their ability to deliver strategic messaging that resonates with our target audiences—particularly their ability to inspire action in low-income and hard-to-count populations. They also have strong relationships with community-based organizations that will support our efforts,” said Beth Peralta, Media Communications Specialist, University of Illinois Extension.

According to state statistics, 1 in 8 households live in poverty and 13% of households receive SNAP benefits to supplement food shopping. The COVID-19 pandemic has significantly impacted the need for assistance with estimates of food insecure individuals reaching 50 million across the country—a 43% increase.

DCC Marketing will provide campaign messaging for SNAP-Education that focuses on the following goals:
• Improve the diet quality and increase physical activity of SNAP eligible families to promote overall health, reduce chronic disease and achieve healthy body weight.
• Increase food access opportunities for SNAP eligible families within identified communities to alleviate food insecurity.

Additionally, DCC Marketing will play a role in evaluating needs, resources and opportunities with agency partners across the state and grassroots engagement with participants. “I couldn’t be more honored to work on a project that will have such an impact throughout our state. Nutrition and physical activity are at the heart of wellness, but making lasting change in behavior is rarely a simple process. The education programs delivered through SNAP-Ed can change lives and improve the health of our underserved communities.” said Kara Demirjian Huss, President of DCC Marketing.

DCC is a full service agency that bridges the gap from strategy to execution reaching multicultural, multilingual audiences effectively. We are located in Chicago and Decatur, IL and certified both as an Illinois Women-Owned Business Enterprise (WBE) and by the Women’s Business Enterprise National Council (WBENC).

As reported on Yahoo! Finance, Markets Insider, AP News, Benzinga, MarketWatch, Daily Herald

A look back at 2020 and a look forward into 2021 with Melissa Amedeo

In a pandemic year, advertising became more important than ever. While some companies may have looked to cut media spending, those who continued to advertise likely saw huge benefits in staying in-market with their messaging in 2020. Understanding audience behaviors and leveraging insights will continue to be critical to successful marketing in 2021.

Q: What were some of the strategies companies used in 2020 and how do you see those strategies continuing into 2021?

1. One of the largest trends I saw was related to influencer marketing.  

• A shining example that sticks in my mind is the skateboarder drinking Ocean Spray cranberry juice while singing a Fleetwood Mac song. The video went viral and was turned into a TV commercial. I loved the spirit and recognition Nathan Apodaca received from his original video. Social engagements by both Ocean Spray and Mick Fleetwood were even included in the ad that was produced.
• At DCC, we saw the need to shift to influencer marketing with our 2020 US Census work as well.  When the pandemic hit, the door-to-door grassroots marketing efforts were affected. Utilizing a network of over 360 community organizations throughout the state of Illinois, we were able to produce videos that could be used in digital marketing campaigns. These community influencers represented people across the state of Illinois as they talked about the social issues that were most important to diverse population segments. The city of Chicago alone has 77 local neighborhoods—each with their own community issues, concerns, and influences.

Influencer marketing will continue to grow in 2021, and TikTok is a platform that is becoming increasingly relevant. TikTok may primarily be a GenZ platform, but with 80% of these users influencing their parents’ purchases and 47% of TikTok users making a purchase based on what they saw in TikTok content (TikTok: For Business X AdAge Studio 30), understanding the power of this social platform will be critical in the upcoming year.

2. A second trend we saw in 2020 with more people being home was the explosion of Over the Top TV (OTT)

• The pandemic accelerated the trend of people leaving pay TV for streaming services such as HULU, Netflix, Disney+, Roku, Amazon Fire, etc.  
• This created a vast opportunity for advertisers to shift to these platforms as pay TV households are expected to continue to decline. The number of US Pay TV households will decline 7.5% to 77.6 million this year. The non-pay TV household total, which combines cord-cutters and cord-nevers, will reach 51.7 million. (US Digital Video 2020 Pandemic Boosts Streaming Video View, emarketer)

For 2021 and beyond this trend is poised to continue so it will increasingly become a place for advertisers to allocate marketing dollars. As an industry OTT is expected to grow to 222 million US subscription viewers by 2024. (US Digital Video 2020 Pandemic Boosts Streaming Video View, emarketer)

3. A third trend which ties to both of the above is video content

• Millennial and Gen Z consumers are the most connected age groups to the internet and watching videos is their preferred way to be entertained or learn new things. When it comes to advertising to Gen Z, 87% of Gen Z prefers ads or marketing content that shows actual people discussing products. 
• YouTube users watch 1 billion hours worth of videos every day. But they are not the only social channel where video engagement is exploding. LinkedIn, Instagram, Twitter, Facebook, and let’s not forget TikTok many of these platforms are seeing Video as the #1 form of media used in content strategy, overtaking blogs and infographics. And promotional videos and brand storytelling videos are the most common.  (Hubspot)

Look for video to continue to lead the way in content for 2021. Marketers will need to find a way to ensure they transition to a “video first” mentality and find an agency who is skilled at creating engaging videos in an affordable way. We’ve been working with many of our clients to solve this exact challenge. (see our demo reel) If video is not part of your marketing tactics, prioritizing it in 2021 will be critical

4. A fourth trend is Artificial Intelligence (AI)

• Google Ads continues to hone their capabilities and help marketers optimize campaigns. The past few years has seen dramatic advancement in managing pay-per-click (PPC) advertising budgets. 
• Automation tools are decreasing the need for manual bid optimization. And optimization is not just a Google Ads tool any more.  Facebook has gotten into the dynamic ad serving, automation learning game with the ability to serve Dynamic Creative quickly resulting in the ability to serve hundreds, if not thousands, of ad variations to your target audiences. 

Look for this automation to continue to hone its reliability even further over the next few years.

5. The last trend I want to discuss is around the type of creative we’ve seen in social ads

• We already discussed the importance of having a video content plan, but brands have an opportunity to build other interactive creative assets that will engage audiences and can leverage the ad automation for creative optimization discussed above.
• Create and test different types of ad formats against your audiences
  • Static
  • Carousel
  • Collections
  • Sponsored content
  • Messenger ads
  • Text message ads
  • Gifs

As you build out strategy, messaging and creative in 2021, understand your audiences and develop creative that can be served dynamically to your customers. Optimize and monitor the creative continuing to leverage the creative that works best with your audience as you guide them through their journey to your brand.

Melissa Amedeo
Chief Development Officer
DCC Marketing

The United States of America has one of the most diversified and culturally complex identities in the world. Since the European colonization, the United States has been receiving millions of immigrants from all over the world, resulting in a blending of cultural backgrounds.

Nowadays, from the 327.2 million people living in the US, 44.7 million are immigrants1. That means that almost 15% of the population has a diverse heritage, which reflects on their behavior, opinion, religion, tradition, and art. This percentage grows even more if we count the next generation of these immigrants. Even though these people are US natives, they are raised under their parent’s cultural influence as well. According to the Migration Policy Institute, about a quarter of US children live with at least one immigrant parent.

Although there are habits and values that the population usually shares (American or foreign-born), it is important not to generalize or take for granted that everybody thinks differently. That is why it’s essential to have a multicultural approach in marketing.

What is Multicultural Marketing?

Multicultural Marketing is the ability to identify, understand and of course respect the different behaviors in different ethnic groups and apply this knowledge to a marketing campaign. It considers and reaches out to one or more culturally diverse audiences instead of just the primary culture in a certain location.

With multicultural consumers growing fast in the United States, we can assume investments in multicultural marketing are already high. However, the reality is not enough money is spent to reach these consumers, as current multicultural investments represent only 5.2% of the total spent in media.

How can we explore this marketing segment?

As any marketing strategy, we need to research the cross-cultural differences of all of our target audiences, allowing us to identify and understand their behavior, interests and desires.

With all this information in hand, we are able to select the appropriate culturally-specific messaging for the campaign, matching it to the audience’s cultural references, such as traditions, language, festivities, instead of the regular marketing campaigns that usually overlook the aspects of diversity and just translate the message.

For example, the audience may speak English, but they’ll appreciate it if you adjust the message to their native language and their culture. And I mean, not literally translating it, but speaking in a way that feels personal, adjusting the language and the references to their cultural background. It could be represented by a same culture person, a cultural icon, regional slang, a place, artistic manifestation, etc. They will not only appreciate it, but they will feel represented, developing a connection to your campaign and brand.

You should be careful and avoid stereotypes.

Often, brands rely on cultural stereotypes to deliver their message—which can turn off audiences. A deep understanding of the culture and their references is necessary. A simple misunderstanding or lack of sensitivity could be disrespectful, offending the audience and ruining the efforts.

So do your homework, research, collect data, interview people, create a focus group, and partner with community influencers.

Let us help you reach your audience and achieve a successful result in your next campaign! Contact us.

1U.S. Census 2018 American Community Survey.

Erasmo Bussolin
Senior Art Director
DCC Marketing

Color plays an intricate part of setting the visual tone of how your brand is perceived by your target audiences. Color can represent and elicit an emotional response as well as have an effect on your behavior. Your brand archetype, core values, message strategy and target audiences provide valuable context when selecting your color palette. First, it is important to define who you are, what you stand for, and what sets you apart as a brand. Color plays a significant role as a visual language, so it is crucial to clearly understand the cultural differences and demographic breakdowns of those you’re reaching. 

Color theory acts as a guide that allows us to understand how different colors are perceived. Color psychology allows us to understand the various ways color can affect behavior and emotions based on culture and context. Not everyone relates to colors in the same way, however there are a few universal connotations that may be used as a general guide when selecting your brand color.

Red: A bold and dynamic color often representing passion, love, energy and is described to stimulate appetite. Red also connotes action, ambition, anger and determination.

Orange: A secondary color that combines the energy and passion of red with the joy and positivity of yellow. Orange attracts attention, shows fun and activity. It also promotes communication and motivation.

Yellow: A bright and positive color. Yellow connotes youth, positivity, hope, fun and optimism. Yellow, in a different context, also is associated with fear, anxiety, caution and danger.

Green: The secondary color of green often represents ideas of balance, harmony and nature. It combines yellow’s positivity and blue’s dependability to imply stability and growth.

Blue: Blue is known to convey trust, integrity and loyalty. Blue is a very soothing, reliable and peaceful color.

Purple: Purple combines the power of red, with the dependability of blue. It connotes imagination, creativity and spirituality. Purple often is used to represent luxury, opulence, power, mystery and magic.