I am such a strong proponent of “visual methods.” If you want to grow your business, spearhead an initiative or gain a new audience, it is critical that you clearly communicate your position. Far and away the best way to do that is through visual methods.

Visual methods are proven practices that leverage visual fluency. Some examples of visual methods include infographics, 3D renderings, rich media demos, visual storyboards and process flow diagrams. Visual fluency, a facility with imagery, maps, charts, icons, symbols and space, is increasingly in demand because of the immediacy of its impact. Visual fluency is the mainstay of design. It is the language of the 21st century and we leverage our fluency through our core visual methods. An ability to create visual methods that tell your business story means you communicate to the right side of your audience’s brain. The right brain demands context, emotional expression and synthesis, all of which can be immediately communicated by the visual methods.

Visual methods leverage the power of the image to tell your story in the most impactful way possible. With visual methods you can evoke emotional or abstract ideas, differentiate between items and engage the viewer on multiple levels.

At Go East, we use visual methods every day to help our clients launch new products, envision new tactics and see possibilities. Brands demand visual fluency. Today’s audiences have sophisticated visual palettes and they make instant associations based on imagery, graphics, style and color. We understand those associations and are fluent in the visual language needed to make those connections.

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Today marks the beginning of Fashion Week in New York and Pantone has just released their Fashion Color Report for Spring 2011. Fashion colors dictate future color trends in marketing and design, but today I’ve got clothes on my mind. By the looks of things, get ready to sashay down the office hallway in punchy, complementary warm and cool color tones.

My read on this palette is that as we slowly dig ourselves out from this depressing recession, consumers will want cheery, optimistic colors to liven up existing pieces in their closets. Retailers know that consumers can’t afford to buy all new wardrobes each season, but they will want a few new things. I’ve got my eye on corals and lavenders to transition my favorite fall color, olive, into spring. Happy shopping!

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It’s not exactly like the Minnesota Twins moving from the Metrodome to Target Field, however, back in 2001 Go East made a move of our own into a new, bigger and better space.

When I started in 1997, the building we occupied was nothing short of bland, sterile, boring and completely without color. Our work spaces were the basic cookie-cutter, square-like cubes and everything was “gloom-cloud” gray (it was the great people who made me want to stay).

When we moved into our current studio space, one of the many new, fabulous features was — you guessed it — color! In addition to the sealed cork-floored hallway, stained cement café floor and 18-foot ceilings with suspended rays, the walls are painted “Downing Street” orange, “Magic Spell” purple, “Golden Gate” yellow, “Crest” green, “Obsidian Glass” gray and brilliant “European” white. There is even a wall with chalkboard paint ,which we occasionally draw on and use to think out loud. It likely goes without saying, but the new digs are nothing short of inspiring.

The colorful environment and unique architecture definitely aids in our thinking and brainstorming process; all of the individuals who made the transition will attest to the positive impact it has had.

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The green movement is currently receiving a lot of attention. Corporations are under growing pressure to produce collateral that is attractive to the eye as well as sustainable. As companies try to illustrate their environmental commitment, warm basics — like the colors of sea grass, rattan and shades of khaki, moss and thyme — are becoming more prevalent.

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By examining current color trends and popular shades used in communications, we can determine what puts specific customers in a buying mood and whether it’s appropriate to deliver a message in black or white or use a hint of color to reach the intended audience.

For the past few years, business has been mostly dire, with depressing financial forecasts and record job losses. Now, as the economy recovers, we’re starting to see the light at the end of the tunnel. Consumers are trying to maintain a brighter outlook and companies are beginning to change their marketing collateral, messaging and tone to provide confidence and optimism.

Last year, Pantone® selected Mimosa as the color of 2009. Described as embodying hopefulness and reassurance in a climate of change, the warm yellow tone garners attention, yet also creates a sense of relaxation. Yellow is seen before any other color and appeals to both men and women, making it the perfect shade for point-of-purchase displays and direct mail.

In 2010, Pantone® chose Turquoise as the color of the year. Inspired by water and the sky and considered a color of deep compassion, healing and truth, turquoise is a color most people respond to positively. It is universally flattering, appeals to both men and women, and translates easily to fashion, interior design and point-of-purchase displays.

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All the colors below are trademarked. And with 80 percent of visual information related to color — these four big companies aren’t the only ones trademarking colors!

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While you may think your buying decisions are based on more than just the color of a logo, package or communication piece, subconsciously we have predisposed notions of what colors represent that influence how we relate to products and messages.

In business, choosing the right color is just as important as determining the message. Color is the first thing that attracts a customer’s eye and it may determine the overall tone of a piece. It helps facilitate a message and create a stimulating visual that catches our attention. Because much of the human reaction to color is subliminal, it is important for businesses to recognize the emotions each color evokes and how to use color to their advantage.

Colors are an important part of how people view the world. While specific shades may bring about certain feelings based on an individual’s cultural or historic background, they are constantly evolving to illustrate the steady change in consumers and society.

For example, during this time of economic uncertainty we’ve seen muted tones of grays and off-whites. Now, as the U.S. economy recovers, more vibrant shades are emerging as companies adapt to this new time. Light greens, oranges and pinks are coming back, representing a sense of renewal and youth. Seen as fun, cheerful and energetic, these bright colors tend to attract a younger audience.

Understanding the meanings of color and what colors appeal to your target audience will help you transition your business and its communications.

How does color influence your mood, buying decisions or change your perspective? Do you think you would be more apt to support a business or purchase a product if their logo were a different color?

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Everyone has an opinion about color: One person’s chartreuse is another person’s baby poop. It is so subjective. My job is to make it objective.

When choosing a color palette for a project I don’t immediately head to the Pantone books. I find it most helpful to look at color in context so I go to the newsstand, paint store or mall for inspiration, trends and color combinations. Whether I’m doing competitive research online or perusing a stack of creamy J. Crew cashmere sweaters in the store, I have my client’s brand personality in mind, knowing that color is one of the most recognizable and differentiating aspects of their brand. I distill those visual references down to what is appropriate for my project, sometimes making a mini mood board, and then I choose a palette that works for the tactic or media space in which I am working. Finally, I present my color exploration and concepts along with a rationale that is in line with my client’s brand or communication objective. And if I’m successful, and sell you on chartreuse, you will be painting your home with it instead of smelling it.

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