Using color to convey your message

1. Proposal Art: COLOR ‐ Sam Rotolo – LightYear Studios (703) 728‐1166
pg. 1
Proposal Art 101: COLOR
Sam Rotolo
LightYear Studios
Sam@lightyearstudios.com
(703) 728‐1166
Let’s stipulate that you have already investigated your clients brand, mission, and audience. This is important, as
these colors provide a non‐verbal queue or reminder to the reader of who is submitting the proposal.
Proposal art starts with the RFP where you will find graphic specifications and other deliverable information.
Understanding your client’s win themes and approach will help you design graphics that sell. “A picture is worth a
thousand words”.
Color, this is the argument that comes in a few forms:
Form 1: We don’t want anything too flashy; stick with subdued colors
I have heard this argument repeatedly, usually from an engineer turned proposal manager. The truth is
the person making this argument goes home each night and sits down in front of a 50 inch Hi‐Definition
television and watches shows with the best graphics and animations in vibrant color and is not offended
by it. Note: the reviewer of your proposal has the same Hi‐Def television and is watching the same
program ~ Don’t be afraid of color.
Form 2: We only want colors from our Corporate marketing plan
This argument is presented occasionally and when it is mandated by the customer it is law. As far as bright
colors and mandated corporate colors go, look at the AT&T corporate colors. You see them every day on
AT&T and DirecTV television advertisements. Very bright colors.
Form 3: Use the approved colors of the customer
Agencies and departments have their own palettes complete with logos, etc. If your client wants to use
this arrangement verbatim then check the website and make sure there are no restrictions or rules as to
the use of this information.
Form 4: Build a unique palette based upon the colors of the customer or the mission
This is where I like to be. The opportunity to create a completely unique color palette, something that will
make your proposal stand out from the pack. The colors you choose and the care in which you construct
your art speaks volumes to the customer. This is what I call the non‐scoreable score.
Color has a 60% to 80% influence over a buyer’s decision
I like to have a good size palette that will allow the creation of anything (i.e. some
people strictly say there should not be RED in the color palette because it denotes
danger). I always have red in my accent area of the palette. Sometimes your graphic will
be a control panel that has alert lights on it. These lights are typically red. Red calls
attention as in the example to the right.

2. Proposal Art: COLOR ‐ Sam Rotolo – LightYear Studios (703) 728‐1166
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On left the basic meaning of the colors chart
Here is a tip that will save you many dollars.
TIP$ ‐ If you have several artists working on your
project, ask your lead artist to create templets for
different size graphics, page sizes, and orientation.
Include the color palette inside each template and
then distribute the templets to each artist. When
an artist opens a template for a specific graphic
size etc. they will have the palette embedded
within and not spend time recreating color
swatches.
Palette breakdown:
Primary colors: These colors will dictate
the look and feel of your proposal. I choose between 4
and 6 Primary colors.
Secondary colors: These colors are
complements to your primary colors. In addition to your
primary colors, secondary colors are utilized when
creating pie charts or other geometry that has many
segments that need to be identified separately.
Accent colors: These are brighter, more saturated colors. These colors are for the rare occasion when
you need to draw the attention of the reader quickly to an item (i.e. your best value icon should stand out so it is quickly
identified on the page when you need to draw the reader’s attention to an item that will be a discriminator).
Tints and Shades: I also use the tints and shades of each of the colors above to expand the palette even more.

3. Proposal Art: COLOR ‐ Sam Rotolo – LightYear Studios (703) 728‐1166
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In the example below we are using two primary colors and the shades of each causing a gradient or theme effect
with only two colors from the palette.
TIP$ ‐ Some people are shocked at the amount of colors in this palette but remember you don’t have to use all the
colors. It is much safer to develop an expanded palette and not use it all than to run the risk of having several
artists freestyling when they need more color. Rework and freestyling cost money!
Implementation: Once your color palette is created and approved and your templates are ready to go you are
ready for production. Watch for our upcoming articles on “Art production and file handling” and “The design
process” with some tips to help control the budget: see preview below.
TIP$ ‐ Full time artists are on the payroll 8 to12 hours per day, virtual artists are on the payroll only for the work
accomplished. These services can be purchased from LightYear Studios, Art Response Team or others.
Lightyearstudios.com ArtResponseTeam.com
Make sure you look at their portfolio and that their services come with a guarantee. With these assurances, you
can get some great art affordably.
Watch for our next article “The Design Process” and budget saving tips.