The human brain is incredibly visual, there are millions of neurons in there that are devoted simply to processing visuals, a huge amount compared to the small percentage there for processing touch and hearing.
Given that our sensory system receives images so well, it’s no surprise that marketers and designers have recognised that using visuals in marketing is so important. Visual content dominates social media, helping express ideas in a quick, refreshing manner, ultimately helping audiences absorb content much easier.
With social media image becoming a vital part of content creation and sharing, we’re going to be looking at how you can design and create visual content that not only look beautiful but that effectively engages with your audience.
Visuals In Social Media
When it comes to social media marketing, graphics and images play a huge, decisive role in how content performs overall. Even the best text won’t go down well if it’s not accompanied by clean visuals that grab the attention of your audience.
Your visuals tell a story, which is why it’s important to keep in mind the goals of your business before creating your images or graphics, as well as considering how this visual content will work on different platforms and channels. These are all points that need to be thought about before the creation of your visuals even begins.
So how can you create images and graphics that stand out from the crowd on Facebook, Twitter and Instagram? And more importantly, how do they drive the engagement you’re looking for?
Use Your Brand Colours
Colours are powerful, be it on your website, in your print work and even in your social media content. They offer a way to convey moods, meanings and messages without having to write any words. It’s always a good idea to stick to your brand colours when creating your social media graphics in order to keep them consistent with your brand, however, there’s no reason you can’t use colours that show off the personality of your brand or match the tone of the message you wish to convey.
Brand psychology is a science, you be sure to do your research before just choosing any random colour, once you’ve got the perfect palette you’re ready to move onto the next step.
Choose Fonts That Reflect Your Brand
Your font brings your message to life meaning the ones you choose need to embrace the personality of your brand and the message you want to share. Social media images are a great way to reach out to your audience in a creative manner, that perhaps slightly deviates from your usual style. While a cursive font might not work on a website it can work well on Facebook or Instagram, so don’t be afraid to stand out with a font that matches your message.
Don’t forget to consider kerning, or the gap between letters, as this can impact how people view your font, you want your font and ultimately your message to be clear!
Keep It Consistent
While having every single post look exactly the same can become quite boring, it’s a good idea to keep your social media posts somewhat consistent and keep layouts looking relatively in keeping or some form of a theme. Keeping your content consistent allows you to engage with your audience better, helping your brand become easily recognisable and stand out amongst the competition.
Not only is this a good way to keep your visuals on brand, but it can also be a time effective way to build graphics, by creating templates which can be changed each time you need to add new content.
Include Your Logo
It goes without saying that your logo should always be included in your graphics and images! It doesn’t have to be large and the centre of the image but, it does need to be there. You should try and keep the positioning similar in each image, perhaps off to the corner somewhere or at the bottom of the image, but not too small.
Your logo shouldn’t overpower the message of the image or even the overall design, determine how your logo works best even with the busiest design and it’ll be sure to work elsewhere.
Prioritise Your Images
The human brain responds best to images on social media, as well as images in general because images are much easier to digest than text, which is why you need to take advantage of your visuals, using text only when really important. Using icons, beautiful photographs and illustrations can minimise how much text you use adding more interest to your images.
If your images are really strong you can even avoid including text altogether, for example, if you’re wanting to show off a new product or service in action.
Whether you’re looking to draw attention to your Instagram or encourage shares on Facebook, social media graphics are a delicate art and need to be thought about before the design process even begins in order to achieve the best results.