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  • Writer's pictureMelissa Hicks

Is Your Marketing Confusing Customers?

Whether your organization is a global powerhouse, a fledgling startup or a nonprofit, one of the most fundamental rules to marketing success is to have a consistent look across all marketing and communications. Unfortunately, this rule is easily and often broken. What’s the harm in changing up your color palette on the fly or introducing random elements into your messaging? You’re likely to erode any brand recognition that you’ve built up over time, you may even confuse your target audience.

Dating back to 1876, Gustav Fletcher was the first to, research what psychology calls the “mere exposure effect.” Basically, familiarity breeds likeability. So be consistent and reap the rewards!


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