Without understanding how visuals work and how to make them work, one hardly can talk about a successful marketing campaign. Memes, emojis, GIFs, selfies are the inseparable part of our everyday life. We use pictures and images to convey messages and express our feelings and attitudes. Using visuals in marketing goes way beyond just making your content more digestible. Imagery helps to create a story, add dynamics, make your content stand out. Visuals can help your customers understand you more and see why you are different from other companies.
Imagery plays different roles for different platforms, and there are so many changes and new formats implemented every year, so one can feel a bit dizzy, or even lost. But knowing trends is one thing. You can learn how to use a new tool rather quickly. Understanding the general principles of how to work with your visuals is another.
Before building our content, we need to ask ourselves a few questions:
- Why are we using visuals? What is our goal?
- Who is our audience? What do they like?
- What makes us different? How do we express that in a convincing way?
And here, we brought a few tips, ideas, and pieces of advice that may help you make your decision making easier and your visuals more effective.
Work on Understanding Design
There are so many tools in 2020 that can help people with absolutely no experience create their own visuals and elements of design, but they hardly tell you all the secrets of good design. So it’s on you to make sure you can distinguish good design from bad design. Here are some of our insights:
- Mix only the right colors: although it may sound simple, sometimes it’s not as easy to implement. It is, in fact, important to follow your business’ color palette. But while doing so you shouldn’t sacrifice the overall impression and taste. Usually choosing one main color and working out complementary ones around it works. Thankfully, there are tools available online that can help you do that, even if you are not that big of an artist.
- Font matter: professional designers all understand the importance of choosing the right font, so should you. And it’s not only about fonts, but it’s also about size and spacing as well. Good typography can help to create unforgettable messages and make sure that your viewer can understand what you are trying to say. To look professional, you might want to choose a few simple fonts for most of your texts and use fancy ones for headers, for example.
- Think about spaces: too many complicated elements together make eyes hurt. They overload your viewer with unnecessary visual information and cause a lack of comprehension. Elements need space around them. In design sometimes less means better, so don’t hesitate to delete pictures that do not contribute to your visual message.
No to Stock Images
While creating visuals, we want to make sure that our content stands out and is of high-quality. Collaborating with professionals with good equipment, skilled designers, artists, and illustrators can help you create truly memorable messages and express the uniqueness of your brand.
So we do not really advise using stock services. Although if your budget tells you to, try at least adding your brand’s touch to the end result. Or try finding content marketing agency pricing that suits you.
People tend to remember things that touch them. It is true for social media content, and visual content in particular. On social media, we want to share things that we relate to on an emotional level. So that’s what you should think about – adding an emotional component to your message if you care about the engagement of your content.
Empathy is very important. Because at the end of the day you are selling not just a product, you are selling a state, experience, approach. Customer stories work great for establishing a deep connection between a potential customer and brand, as well as any type of personal story.
Here is an example of using empathy in their video content by ShoreTel:
Find Ways to Utilize UGC
It’s not always all about professional photographers and expensive cameras, sometimes a little DIY moment shot on a usual phone can work very well. At least when we talk about UGC. User-generated content helps in building your community by showing some of its members as well as elevating trust and making sure that your content is different from what everyone else is doing.
Turn Information into Visuals
Useful data and insights are good on their own, but what can make them even better is visuals. You can turn any information that is relevant for your customers into much more dynamic and entertaining visual content.
Infographics do catch the eye, but, for example, animated video content stands out even more. Especially when it has a bit of spice in the form of humor or unique graphics.
Here is an amazing example from the New Yorker, they turn literature into visual pieces and post them on their Instagram Stories:
Get the Best Tools
It’s hard to create a good painting with bad paints and bad brushes. If you don’t have a skillful designer in your team who has got all the tools and knows how to use them, then you should try working with some of the many available apps for creating visuals. They enable users to edit pictures, add text, change formatting, etc. There are also some more complex tools for fleshing out your ideas for visual content that can help create professional-looking visuals.
Make Sure Your Visuals Fit the Platform
While creating your visual content, it’s essential to remember that every platform has different requirements for content and different contexts. Also one shouldn’t forget that audiences expect to see a particular type of content for the platform. So if you want your post to perform well, you better keep those things in mind as well. Obviously, this is not a full list of all possible tips and insights for creating effective visual content, and making one doesn’t seem possible. Also, different markets require different approaches: b2b web design and visual content should be approached differently from design for b2c companies. But once you understand the basics and will be confident with posting your content, then you can try out things on your own and experiment. Who knows, maybe by trial and error you will find a secret for viral content? Or you can choose an easier way and ask digital marketing and web development company for help in creating professional-looking designs and visuals.