Your brand is your calling card to the world. Your choice of images, typography, colours and layout all affect how this is received by your potential customers and fans on social media.
90% of all information transmitted is visual and a brand essentially exists within the minds of its consumers. It only makes sense to ensure your graphic design choices are on point by using the great tips we’ve outlined in this month’s blog. We’ve even included some hot trends to keep your brand ahead of the pack because that’s what exceptional marketers do.
Learn more about our Branding Services.
It’s no doubt you’ve had the “importance of good branding” conversation at least once, even in this new year. We’re not here to tell you what you already know. Instead, we’re here to give you fantastic tips that will help you make the most of this.
The world is a visual place and great marketers know how to capitalise on well-designed content. In fact, almost two-thirds of marketers claim that visual content marketing like illustrations, images, videos and infographics are essential to their brand.
So, how can you take your brand’s visual identity to the next level and leave a lasting impression on your consumers?
We recommend these exceptional graphic design tips to make your brand pop in 2018:
1. Use a Creative Colour Palette:
By creative, we don’t mean each and every colour you can find on the wheel but rather complimentary colours that convey a positive message about your brand’s personality.
When choosing these, think carefully about what kind of emotions you want to evoke in your consumers and how these colours could be incorporated into visual elements like your logo, website and social media.
The first thing your consumers notice about your brand is likely the consistency (or lack thereof) of a brand-specific colour palette. Since colour can boost your brand recognition by up to 80%, this is not a decision you should take lightly.
For a fresh take on your existing colour palette, consider using a gradient on your website or duo tones in your designs to give your brand a trendy boost while remaining true to your brand personality.
2. Choose a Beautiful Brand Font:
Much like your colour palette, a carefully considered font is an essential graphic design element for your brand.
Again, this should represent your company’s personality but more importantly, using certain elements consistently will train your audience to spot your brand wherever it appears on the web and on social media. Remember, your typography choices will speak for your brand when visual elements can’t.
Make sure your corporate identity includes a primary and secondary typeface that you implement across your designs, social media and even corporate documents. Keep your font choices between 2 or a maximum of 3 though so you don’t overwhelm your audience.
If you’re looking at trends, expect to see big fonts used for emphasis, highlighted or underlined words to give prominence and experimental typography that combines art and design.
3. Use Consistent Templates, Make it Responsive:
In fact, it’s reported up to 60% of US millennials expect a consistent experience when dealing with brands online, in-store or by phone.
Creating templates for your various social media channels will make it easier to deliver consistent content each time you post. Additionally, using templates will reduce the likelihood of pixelated or badly designed graphics from ever seeing the light of day.
Consistency goes hand in hand with responsiveness. As the word implies, your design elements should respond to their environment. Recently, this has come to include logo design to complement the increased demand for mobile-ready content.
With visual content being the preferred type by 74% of marketers delivering results across social media, designing consistent and responsive elements will only give you the edge.
4. Have a Great Brand Narrative:
Ultimately, your brand is meant to tell a story no matter which platform your consumers find it on. This may seem like more of a content creation tip than one for graphic design but really, these two tactics work hand in hand.
As humans, we are naturally drawn to stories and narratives since these help us process news, events and experiences better. Narratives also help us connect on a personal level and if you’re in the marketing realm you should know how important personalised experiences are for your brand’s success.
Research shows 27 million pieces of visual content are being shared every day. Telling a compelling narrative with attention-grabbing visuals will not only help you strengthen your online identity, but will also earn you a spot in your consumer’s hearts and minds if you can connect with them on a person-to-person level, as opposed to a brand-to-people level.
Looking for a way to create a great brand narrative with visual elements? Consider personalising your website with unique details in the user interface, or you could create an online character that represents your brand on social media. Essentially, your narrative should give consumers a glimpse into your brand experience, core values and unique identity as a company.
Since the world is predominantly a visual playground, your graphic design choices can easily elevate or ruin your brand. Whether you’ve decided to revamp your brand this year or create a new one, be sure to include these graphic design tips to help you create the best visual identity and be seen where it matter most.