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From the Runway to the Website: Fashion’s Impact on Digital Marketing

From the Runway to the Website: Fashion’s Impact on Digital Marketing

Of all of the publications that you might expect a web design and development team to be reading, fashion trend reports might not necessarily top the list. Yet we do, and here’s why:

Today’s customer, even those who aren’t the least bit interested in fashion and style, are constantly bombarded by messaging from people who are. Sartorial trends are only the tip of the iceberg; the fashion world heavily influences which color palates look current, and which ones appear tired and dated. Imagine for a moment a harvest gold refrigerator: even if it’s perfectly brand new, would it look right in your modern kitchen?

Choosing Colors for Your Website & Social Media Presence

Successful digital branding is a balancing act. On one hand, you have the colors that you use to identify your brand (think Coca-Cola’s red and white, or John Deere’s iconic green and yellow) which need to be used consistently and often. On the other hand, you have the ever-changing rainbow of colors that are popular or trendy – necessary to attract customer attention and reassure them that you’re in step with what they’re currently looking for aesthetically.

The sweet spot comes when you can communicate both messages simultaneously: to see this done expertly, check out any of Harley-Davidson’s branding work, where the trademark black, white, and orange has appeared consistently throughout campaigns crafted to a very diverse target market, using every color of the rainbow over the course of generations. On your website and social media, this can manifest as your branding colors being used in logos, site architectural elements like navigation bars and headlines, and call to action buttons while trendier colors star in imagery and graphics.

Bear in mind that the relative need to focus on color trends will vary industry by industry, business by business. If you’re selling apparel, accessories, or jewelry, knowing what people will be wearing next season is of top importance. On the other hand, if you’re a retailer of deep sea fishing equipment, those concerns, while never disappearing entirely, become less pressing.

Need help figuring out how to use color effectively on your website and social media sites? Give us a call! Our world-class creative team and branding experts will be more than happy to help you out.

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Creative Director/Senior Designer

Tom DiGrazia

With over a decade and a half of professional design experience, Tom brings his knowledge of design principles and focus on user experience to every aspect of his contribution to TTG. Paying special attention to each client’s brand, personalized needs and individual interests, he strives to create compelling concepts utilizing intuitive and highly-refined design solutions. In addition to traditional and digital design work and oversight at TTG, Tom also boasts a wide portfolio of web development projects with the company, allowing him to stretch his CSS and HTML skills across multiple platforms and disciplines. He feels that being a designer in the digital landscape of websites, eCommerce solutions, email marketing platforms and social media, it is important to understand the code that goes into these areas as it assists his ability to tailor designs specifically targeted to achieve the best end result and further builds understanding and communication with backend development teams.

In his off hours, Tom is an avid pop culture enthusiast, staying up to date on the latest shows, films, comics and games. He can also typically be found taking part in a whole host of artistic activities that help him further stretch his creative legs. Regardless of the activity, Tom is always accompanied by his dog, Eli, and his cat, Tib.

Design, Photography, Illustration, Digital Imagery Manipulation, Wesbite Development

Photoshop, Illustrator, InDesign, Lightroom, HTML/CSS, Wordpress


Courtney Dumont

As Senior Marketing Strategist & Analyst at Technology Therapy Group, Courtney is energized by the ability to flex both her left and right brain daily. Courtney discovered her passion for Marketing at Bryant University, where she spearheaded research on students’ perceptions of Social Media Marketing for her Honors Capstone Project. After graduating Bryant in 2012, she joined the Technology Therapy team, where she’s honed her skills in social media, search and social advertising, email marketing, SEO, and more.

Since joining the team, Courtney has created digital marketing strategies and managed campaigns for clients across the country, ranging from plastic surgery centers, to jewelry stores, to construction companies. With a cohesive, cross-channel approach and a focus on data-driven decision making, she has increased their leads by up to 217%. But Courtney doesn’t leave her zeal for social media at the office; she also runs a local foodie Instagram account with her husband to document their meals across Rhode Island and beyond. Check them out: @hoppilyfed.

Marketing Strategy, Data Analysis, Google Ads, Facebook Ads, Social Media

Google Analytics, Google Ads, Facebook Ads, Facebook Creator Studio, Instagram, Klaviyo, Mailchimp, Emma Mail, Google Data Studio, WordPress, YouTube, LinkedIn, Facebook, Microsoft Office