Cobalt-60 The Cobalt Blog

Letter-perfect Layouts: The ABCs of F- and Z-Shaped Reading


Writers put pen to page (or fingers to keyboard) in hopes that people will cling to every word they write, taking notes for the purpose of applying published wisdom to their own daily practices. This isn’t the case in the digital age, when most consumers, who get much of their information online, don’t actually read sites front to back. 

Readers scan. And businesses must make sure that these users at least read the most important website material before exiting away from a web designer’s or writer’s hard work. 

Read on for tips regarding webpage organization to ensure your website and its content are reaching your clients. Read More…

How to Choose a Communications Firm

You’ve got a product or service, and you need people to know about it. You need consistent, effective, targeted communications that make the most of your budget and reach your audience. But the landscape of options for communications firms is complicated and you may not know where to start. What’s an agency? What’s a studio? And is a boutique really a thing? Read More…

The Psychology of Slogans: What They Are & How They Work


Slogans are consumer-friendly expressions of a brand’s positioning, meant to be memorable, evocative and irrevocably linked to the brands they represent. But what makes a slogan so effective? Why do some become earworms and others fall flat? This blog post explores the power of slogans from a psychological or scientific point of view. Read More…

Equinox: Sales vs Marketing (In)Equality


Most businesses have a dividing line between sales and marketing. Very few, however, have complete equality between these two functions, and that’s perfectly okay. What is important is understanding the difference between sales and marketing and accounting for both activities in your business planning. As you celebrate the equinox, take some time to reevaluate and rebalance your sales and marketing efforts. Read More…

Context Is King: The Role of Context in Communication

Marketing and communications professionals hear about content every day, and those of us actually tasked with producing it think about it all the time. But effective communication isn’t only about what you say, it’s also about how and when you say it to whom. This is where context comes in, and it matters a lot in ALL forms of communication: spoken, written and nonverbal. Read More…

Thinking Inside the Board: Using Mood Boards to Generate Ideas and Build Consensus

Also called vision boards or inspiration boards, mood boards are tools for communicating a vision, feeling, theme, persona or mood for a design or a style in a way that can be quickly absorbed and understood by those viewing them. Mood boards can be used to confirm that all stakeholders are on the same page or get feedback if not. Join Cobalt Communications Art Director Mark Miller on an exploration of this vital design tool. Read More…