There is no doubt that social media has become a key part of every business's marketing strategy. Content really is king when it comes to engagement, and well-designed social media post graphics can make a significant impact on your brand's online presence. If you're a business owner looking to create your own eye-catching social media posts, then this guide will walk you through what to consider when designing them. You can use tools such as Adobe Express, Canva or Figma to design them for free!
Begin with your brand guidelines
First things first, it's crucial to have a clear understanding of your brand identity. Whether your business is well established or brand new, refresh your mind by opening up your brand guidelines document. Keep it open while you design to ensure you stick by its rules - for example, keeping to your designated colour palette and font selection. This will help to ensure that your graphics are cohesive, reflect your brand's personality and resonate with your audience.
Incorporating your logo
Use your brand's logo within your social media post graphics to build a strong brand presence. If you have a different variation of your primary/main logo that is in a more condensed format (this would be your secondary or submark logo), it may be appropriate to use it in your designs when the primary logo doesn't fit perfectly due to space constraints. When using your logo within social media post graphics, be sure to leave it some room and ensure it is not too large and overpowering.
Let's get colourful
Colours play a powerful role in evoking emotions and conveying messages. It is important to use your colour palette well, in order to connect with your audience. Here's my rule of thumb as a guide!
Primary Colour: Use the primary colour for large design elements and backgrounds.
Supporting Colours (or secondary and tertiary colours): Use these colours to compliment the primary colour and add variety through use in smaller design elements.
Accent Colour: Use the accent colour sparingly in small design elements to draw attention and highlight them.
Typography matters
Typography is another critical aspect when it comes to designing. Use your font selection to create hierarchy and consistency across your designs - for example, using your heading font in a larger size than your subheading font means that your audience is likely to read the heading first. Also...please stick to your brand fonts!
Some helpful rules:
Heading font: Use for headings and large pieces of text.
Subheading font: Use for subheadings and smaller pieces of text.
Body font: Use for body text only.
Get creative with brand assets
Brand assets are a great way of building up recognition. Incase you're not sure what these are - brand assets usually come in the form of illustrations or a pattern created specifically for your brand. Incorporate these sparingly into your social media graphics to add a distinct and memorable touch. This will create a visually engaging experience that resonates with your audience.
Add some photography
When it comes to photography, be sure to use photos that are in line with your brand. For example, the photography style for your brand might be bright, candid photos that are based outdoors. Use high resolution photography to tell your brand's story and showcase its values - use them to create an emotional connection with your audience.
Create visual hierarchy
A well-structured social media post graphic guides the viewer's eye through the content in a logical sequence. Establish a clear visual hierarchy by arranging elements in order of importance. Your headline or main message should be prominent, followed by supporting visuals and text. This hierarchy ensures that your audience absorbs the most critical information first.
Less is more
Sometimes less is more, especially when it comes to social media and trying to get your audience's attention. In a place where there's already so much content, you want to keeping your post simple yet eye-catching. Avoid overcrowding your designs with excessive text or too many elements. Aim for a clean and uncluttered look that allows your message to shine. White space is your friend - it provides visual breathing room and enhances overall aesthetics.
Optimise for mobile users
Let's imagine you have created a beautiful design for your social media post on desktop. You post the design, view it on mobile and...uh oh. The text is way to small! The decorative assets are microscopic and it's just a general disaster. Avoid this mistake by testing how your designs view on mobile - is your text large enough to be readable on screen? Can you see each element of the design clearly? Check as you go to avoid wasting time, that way you will have a better idea of how to size the design elements going forwards.
Use visual cues
Guide your audience's attention through using visual cues such as arrows, lines, or even the gaze of people/animals in your images. These cues can direct viewers to your call to action or focal point, which will enhance the effectiveness of your social media post.
Perfect your social media post graphics
Designing social media post graphics is an ongoing process of refinement. Don't be afraid to experiment with different design layouts. Analyse the performance of your posts by tracking metrics like engagement, click-through rates, and conversion rates. Use these insights to make informed design decisions and continuously improve them.
In conclusion, crafting compelling social media post graphics requires a thoughtful approach that combines creativity with strategic thinking. By understanding your brand, employing strong design principles, and consistently delivering high-quality designs, you can create graphics that effectively communicate your message and engage your target audience. Remember, designing requires practice and refinement - with dedication and attention to detail, your business can establish a strong and visually appealing presence across various social media platforms.
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