Studies have shown that, on average, each consumer needs to be exposed to a brand or message at least five times before they make the connection and take action such as making a product inquiry or even a purchase. Therefore, to gain maximum effectiveness in each exposure, you should be consistent with the message and image.
The company colour and font should ideally be consistent throughout all marketing materials such as business cards, stationery, signage, display, and packaging. In the case of this designer, who had invested heavily in previous materials, they decided to keep some of their old cards. However, one must decide whether the potential gain of a consistent brand message would outweigh the approx $1100 cost to replace the old cards.
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