News

Pantone 2018 Color of the Year

Tate Design continues to faithfully report on Pantone’s Color of the Year so you can incorporate these trending colors into your marketing materials. For instance, you may have added
• 2017’s Greenery in photos with a potted plant or a woodland location
• 2016’s dual winners of Rose Quartz and Serenity in team shirts for a company event
• 2015’s Marsala as an accent color in an advertising campaign
• 2014’s Radiant Orchid in background displays of your products
• 2013’s Emerald as part of a new product or its packaging

Pantone’s Color Of The Year for 2018 is Ultra Violet. This vivid purple combines the two rather plain and opposing colors of red and blue (and too reminiscent of politics) to create something new and brilliant. In the words of Pantone Color Institute’s Leatrice Eiseman, Ultra Violet “communicates originality, ingenuity and visionary thinking.”

At Tate Design, we want to help you fit this latest color trend into your brand and business strategy. Adding just a touch of the Color of the Year to your brand colors will keep your brand recognizable yet fresh. Consider refreshing your
Marketing materials
Social media profiles
• Templates
Trade show giveaways
Website
with hints of Ultra Violet, the Color Of The Year, instead of redoing them completely.

If you are looking for graphic design updates or if you are uncertain about how best to use Ultra Violet with your brand, give Tate Design a call at 610.725.0702 or e-mail info@tatedesign.net. We’ll work with you to use Ultra Violet to give your marketing materials a fresh new look.

secure site on laptop

Google wants to see HTTPS everywhere. Websites beginning with https:// already rank higher in Google search results than their http:// counterparts. Starting in October 2017, the stakes are even higher. Google has cautioned that Chrome will display a “Not Secure” warning “when users enter data on an HTTP page, and on all HTTP pages visited in Incognito mode.” (Incognito Mode is a form of anonymous web browsing, where user searches are not recorded in Browsing History.) This means that all HTTP sites containing
• Forms
• Login fields
• Passwords
will be marked “Not secure” when a website visitor begins to type. An entire site will be marked as unsecure if the viewer is in Incognito mode.

Like mobile phone use, the use of HyperText Transfer Protocol Secure (HTTPS) and Secure Sockets Layer (SSL) certificates are expected to skyrocket in the coming years. Like Google, users will demand secure connections. They will look for the padlock or green browser bar—both signs of encryption—before entering personal information, making a purchase, or even browsing websites.

Without the HTTPS designation, you and your website may lose trust, business, and Google ranking. Take action now to prevent this.

You get the HTTPS label when you apply encryption. To begin, you need to decide which SSL certificate you want your website to have. An online store with hundreds of products may prompt you to select a different option than a simple blog. Choose a DV or domain-validated SSL certificate and you get the basic green padlock symbol. Select the EV or extended-validation certificate and your company name appears beside the padlock. We explained the possibilities for preparing for heightened security needs in our earlier post “What Is SSL And Why Do I Need A Certificate Now?” so use this as a guide.

Unfortunately, switching from HTTP to HTTPS is not a one-step process. Selecting your SSL certificate and desired level of obvious security are just the first step. Fortunately, Tate Design can assist you every step of the way with securing your website with HTTPS.

Don’t wait! Get started with a call to Tate Design at 610.725.0702 or an e-mail to info@tatedesign.net.

website refresh button

We addressed the issue of how often to redesign your website in our post “Signs Your Website Is Outdated.” Now we’ll show you what was important as we refreshed the Tate Design website.

We positioned our brand at the top
Current clients will recognize our logo and new customers will see “Strategic Marketing ● Web Development ● Graphic Design” and know exactly what we can do for them.

We kept the website mobile-friendly and responsive
When redesigning your own website, choose a website template that displays well on mobile devices and adjusts to varying screen sizes—smartphones, tablets, and PCs all manufactured by multiple companies—without looking contrived or ugly.

We immediately addressed the needs of prospective clients
We accomplished this with a carousel of 5 images and their corresponding “I need…” statements and call-to-action buttons.
• I need my website to stand out. Learn more
• I need mobile-optimization assistance. Get help
• I need to show well in search results. Begin here
• I need consistent compelling branding. Get started
• I need a marketing strategy that pays for itself. Here’s how

We included multiple ways to contact us and engage with our brand
We know some people dislike talking on the telephone so we included an e-mail address, a mailing address, and ways to communicate on social media, too.

We painted a big picture of what we do
How we can propel your business forward is our focus. Our blog provides marketing insights—and we make it easy for you to get it delivered right to your inbox. Graphics and keywords concisely depict our services.

We built for trust
We included awards, our firm’s signature of commitment since its founding in 1994, a photograph of our office, professional memberships, testimonials, and verification that our website is secure.

Now it’s your turn. If your website needs refreshing or major redesigning or you are looking for one of these services
Internet Marketing
Social Media Marketing
Graphic Design
Brand Development & Corporate Identity 
Strategic Marketing Campaigns
Trade Shows & Events
Copy Development
call Tate Design at 610.725.0702 or e-mail info@tatedesign.net for marketing communications that get results.

Pantone color of the year descriptionOnce again, Pantone—the global color authority—has named a Color of the Year. Greenery is their 2017 choice.

This vibrant green reminds one of a dappled forest floor coming to life in the spring with may apples and skunk cabbages, two welcomed sights after a long winter. It speaks of life, health, vitality, and a connectedness with nature. It is meant to be rejuvenating and invigorating.

Like other Colors of the Year—2016’s Rose Quartz and Serenity, 2015’s Marsala, 2014’s Radiant Orchid, and 2013’s Emerald—Greenery should be used to your advantage, not just because it is the Color of the Year.

Once again, we at Tate Design encourage you to look at how the latest color trend fits into your brand and business strategy. For instance, we suggested using Marsala as an accent color in an advertising campaign or as the background color for your product images. We proposed that you use Rose Quartz and Serenity in outfitting your team before photo shoots and corporate events and as the colors for products and/or their background displays.

The bright freshness of Greenery can add a pop of color to your photos and other graphic design images. When used for company attire, it conveys a respect for the environment, a commitment to health, financial responsibility, and work/life balance. As mentioned before, it can be used for product backgrounds or as an accent piece—a green plant next to your product—in your shoot.

You have a story to tell your audience. Use your brand colors and Greenery to help tell your tale. Greenery will appeal to people’s desire to
• Connect with nature
• Be environmentally friendly
• Feel alive
• Accent the positive
• Look forward to new life
• Experience rejuvenation

Adding a splash of the Color of the Year to your brand colors keeps your brand recognizable AND fresh. If you are unsure how to incorporate Greenery into your business strategy, give Tate Design a call at 610.725.0702 or e-mail info@tatedesign.net. We can work with you to refresh the colors of your marketing materials, templates, website, social media profiles, and trade show giveaways  instead of redoing them completely.

Tate Design now offers a pay-per-click online advertising starter package. With PPC advertising, you
• Reach the people who are actually searching for your products or services right now
• Attract more attention from the target market you choose with your keywords
• Get qualified leads and visitors to your Web site
• Only pay when someone actually clicks on your ad

pay-per-click advertising by Tate Design

The Tate Design PPC “Starter Package” includes the following (in alphabetical order):

Account Creation – Using an existing company Gmail account, we will create your AdWords account. All clicks are charged directly to you by Google with no middle man. If your company does not have a Gmail account, we can create one for you.

Ad Creation – For the Ad Group, we will create three text ads and one mobile ad for you. We will provide the ad variant selection, creation of ads, bidding strategy development for the Ad Group, and competitive analysis.

Ad Group Creation – This is where we create ads, set up bids, and select keywords and landing targets.

Campaign Creation – You may have multiple campaigns under a single account. We will create the first campaign for you as part of the “Starter Package.”

Contextual Targeting – For the “Starter Package,” we focus on text-based ads that are triggered by specific search activity. These appear on Google search result pages and across a network of other Google-related search providers.

Initial Management and Strategy – There will be a fairly significant amount of tweaking, keyword modifications, and bidding strategy changes that will occur in the first few weeks of the campaign to get it running. Changes and additions after the initial 14-day period are not included with the “Starter Package” and will be billed separately.

Keyword Research – We will work with you to gain a general idea of the terms that will be valuable to your business and then Google helps us identify highly searched variants. We go through variants and find specific terms that have value for you.

Reports – You will receive reports from your AdWords account letting you know how your campaign is performing.

Companies have a wide disparity in their monthly PPC spend. Your budget should be based on your marketing objectives, your current cost per lead, and your pricing tolerances. Think of PPC advertising like a faucet. You can turn the flow up or down according to your business needs. By doing so, you stay in control of your budget and exactly how much you spend on clicks.

At Tate Design, we will make suggestions on a monthly budget but you always have the final say. In addition, your monthly budget is the amount you pay directly to Google. We do not charge a mark-up on your clicks.

Depending on your business needs and your PPC advertising budget, you also have these Ad Group options available (in alphabetical order):

Google Maps – If you are a local “bricks and mortar” business, franchise, or multi-location business, you may want to extend your PPC into Google Maps. Maps is a constantly evolving platform and may represent a significant value for your business.

Landing Page Optimization – Depending on the nature of your business, your marketing goals, and your level of marketing effort, you may want to drive site visitors who click on an ad to a “landing page.” Each landing page is copy specifically related to the search they have made and the ad they have clicked on. Although not all ad groups will require unique landing pages, clicks sent to a landing page will normally convert at a higher rate than sending them to your Web site’s home page.

Ongoing Support – Unlike other online marketing companies, we do not have mandatory monthly fees. Ongoing support is optional for all clients except those using placement targeting and re-marketing strategies. Many clients find it helpful to have additional monthly support for the first 2 or 3 months of their campaign. Purchase support only when you need it!

Placement Targeting – Display ads can be included in your campaign. Display ads are similar to traditional print advertising and appear on a network of sites based on the content of those sites. Individual sites can be selected based on demographics, market reach, voice-of-authority status, or to meet other marketing goals.

Re-marketing Strategy – Re-marketing relates to the persistence of an ad, meaning that ads can follow the user, even to sites where the content is not relevant.

Your prospective customers are using their mobile devices and online search—using keywords and “near”—to find what they need right now. Make sure they find you with a state-of-the-art PPC campaign! Contact Tate Design at 610.725.0702 or e-mail info@tatedesign.net to learn about the very latest changes to AdWords and sign up for our pay-per-click advertising starter package or other PPC services.

Want to develop your brand before you go any farther? We can help you build your corporate identity and brand.
Worried about creating an ad? Graphic design is our specialty  and we know the power of words, too.
Need a Web site before you begin Pay-Per-Click advertising? We do Web design and development.

Get started with a call to Tate Design at 610.725.0702.

wordpress_camp_philly WordPress_stateoftheword2015

Modern technology is the heartbeat of business. One giant among the online web design companies is WordPress, which currently powers over 25% of all the websites in the world. This weekend, Philadelphia hosted the 2015 WordCamp US at the Pennsylvania Convention Center. Matt Mullenweg, Co-Founder and CEO of WordPress delivered his 10th annual State of the Word address to the largest audience, to date, of over 1,800 worldwide WordPress enthusiasts and more watching by live stream video.

WordPress, which is build with open source software, has played a major part in making publishing available to everyone in the digital age. As Matt Mullenweg showed, this approach has established WordPress as a leader with influence that continues to grow more than a decade later. The Tate Design team, who develops WordPress sites for clients and has over ten years of experience working with WordPress, attended the conference to gather the latest information on web design for their clients.

Karen Tate, President of Tate Design, remarked “Our goal is to keep current with the dynamic trends that influence web design and bring this knowledge back to our clients. We have been using WordPress as a platform for most of our clients, so knowing what’s next is critical to a successful partnership. We were excited to hear about all the new enhancements coming with WordPress 4.4 and beyond.”

We learned that WordPress.org contributors will continue working on getting the top plugins and themes available in every language, and that WordPress needs to work on customization to move this feature forward in 2016. One main attraction of WordPress updates is that move to making the design compatible on multiple devices with a variety of screen sizes. WordPress announced work that would make not just text but images also adapt to screen size. Tate Design sees these advances as keeping clients’ information online attractive to the end user, their customers.

“We suspected ten years ago that WordPress had a great idea for web design. We now see that we made the right choice for our clients and look forward to next year’s WordCamp US, again returning to Philadelphia. We’ll be there to take it all in,” stated Karen Tate.

1450 WILMMoney and Politics in Delaware radio show host, Rusty Giles interviews Karen Tate on technology and marketing.

Hear the discussion on technology and how it has changed the role of marketing.

thumbNewTopics covered include:

  • Interactive Online Marketing
  • Social Media
  • Search Engine Optimization (SEO)
  • Mobile Digital Technologies
  • Inbound Marketing/Outbound Marketing

 
microphoneTo listen to the radio interview, click the links below.

Technology and Marketing, Segment 1
Technology and Marketing, Segment 2

 

Money and Politics in Delaware, is a show that covers finance, investments and things that affect business.

It can be heard on WILM 1450 AM and WDOV 1410 AM throughout Delaware, as well as WILM.COM and WDOV.COM on the internet and on your iphone or ipad with the app iheartradio. These radio stations are owned and operated by Clear Channel Communications, Inc.

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Tate Design was selected as a winner of the 2013 American Web Design Awards! Tate Design was presented with two Awards of Excellence in honor of websites designed for an environmental solutions firm and a financial firm.

For five decades, Graphic Design USA has sponsored national design competitions that spotlight areas of excellence and opportunity for creative professionals. The American Web Design Awards is a celebration of the power of well-designed websites and online communications to attract audiences, disseminate ideas and information, generate response, and promote products, services and ideas. Demonstrating the explosive importance of online design, entries have doubled and then nearly doubled again, and the categories have broadened to recognize not only effective web design but also design for social media, apps, blogs, e-newsletters and more.

This year’s entries grew by nearly 50% over last year; a highly selective one-in-five have been recognized with an Award of Excellence.

Lionfield Technology Solutions Website

Lionfield Technology Solutions Website

Once again, Tate Design was selected as a winner of the 2011 American Graphic Design Awards! This award was presented in honor of a website designed for an IT company, Lionfield Technology Solutions.

For almost five decades, Graphic Design USA, a prominent industry magazine, has sponsored national competitions that recognize creative professionals for areas of innovative design. The competition honors the influence of well-designed websites and other online communications that appeal to an audience, generate captivation and feedback, and endorse products, services and ideas. The competition is open to everyone in the community: advertising agencies, graphic design firms, corporations, institutions, publishers and more. It honors all kinds of exceptional work across all media: print and collateral, advertising and sales promotion, corporate identity and logos, Internet and interactive design, packaging and p-o-p, broadcast and motion graphics.

There were a remarkable 8,000+ entries submitted in 2011; of these, 1,000 are recognized with an Award of Excellence.


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