High-Quality Graphics – Effective Visual Branding in Content Marketing
One of the most lucrative areas of content development today comes in the form of high-quality graphics.
As a graphic designer (or aspiring graphic designer), you find yourself in the right place at the right time.
Established designers’ skills are in demand and pay is good.
There are also numerous opportunities for newcomers to build good reputations and get practice perfecting their craft.
More companies, entrepreneurs, and other marketing professionals are learning the value of quality, unique, branded content.
They need graphic designers to elevate the perceived benefits of their brands and attract broader audiences for all their content.
Today, we would like to show you some of the many ways designers are achieving that goal and give you some valuable advice for developing content that sells.
The applications for graphic design in online marketing touch virtually every content area.
Some of the key visual elements to marketing content are those that instantly attract the attention of the viewer.
Good graphics content gets people to stop scrolling and pay attention to the messaging it contains.
While there are numerous examples of how this works, these three are the critical areas influenced most by visuals:
High-quality graphics evoke specific feelings.
They communicate emotion in a way that words alone cannot.
The colours, images, shapes, and fonts used in graphical content convey a contrast of feelings and ideas.
They can significantly augment the messaging of written content like blogs and email.
We will look at the ways each of the above impact messaging in a few minutes.
Infographics are an enduring and influential graphical communications medium.
They have become a significant element to those marketers looking to deliver high-quality graphics.
As visual learners, we use this medium to communicate relevant information faster and remember key concepts.
Thus, for those up and coming bloggers, professional essay writers and editors it is vital to make use of well-written text alongside the infographics to enhance their effect.
Avoiding typos, misinterpreting words and other such scenarios can mislead the audience or cause them to doubt your expertise even if that might not be the case.
Augmenting Other Types of Content
Graphics created to expand the messaging in blog posts, podcast episodes, social media posts, and more typically increase engagement significantly.
Custom graphics that integrate succinct textual messaging are even more effective.
Developing Engaging Content
There is little question about the importance or effectiveness of high-quality graphics, but getting the messaging correct visually is no small task.
If you are already marketing your graphic design services, you should be carefully considering all the elements of marketing visuals as you design content.
These three are some of the most crucial.
Colours, Shapes, and Fonts
Since we alluded to this concept above, let’s take a closer look at it now.
Good marketing visuals leave nothing to chance.
The most successful digital graphic content has no random elements.
Every colour, shape, and word in ads or infographics should be planned and designed in a way that conveys a consistent brand message.
Colours convey emotional messages, but they also elicit other subconscious responses.
The psychology behind colour in marketing material is a well-covered territory.
Successful marketers make very deliberate choices when selecting colours for their marketing content.
If you haven’t already, it would be a good idea to learn all you can about the effects of different colours on the brain.
There is quite a bit to be learned about the way people respond to colour in marketing content.
The more you know and understand about it, the better the quality of your content will become.
Shapes and fonts are also powerful tools in visual marketing and branding.
The latter is the most effective regarding how the brain processes forms.
A sentence like “Quality Used Cars,” for example, would be taken more seriously in Tahoma than it would be if written in Comic Sans, but there is little difference in reception between blue or black-coloured text.
The layout of high-quality graphics and how it impacts engagement has more built-in variables, but it presents a valuable opportunity for marketers in the form of split testing.
Different colours, shapes, and fonts can (and should) also be tested for optimal engagement, but those elements don’t have the same impact as layout.
The layout determines how to use those other elements best.
It gives you the opportunity to present them in a way that creates a sort of “perfect storm” for engagement.
The client likely dictates the previous parts; the layout is more of a creative process.
Again, it is essential not so merely understand that this matters, but also why.
Educating yourself about the psychology of graphic design will help keep you from getting caught in a rut in the creative process.
It is easy to duplicate the same concepts over and over merely, but different industries and niches have different needs from graphical content.
High-quality graphics should tell the brand story ahead of the copy.
Smart marketers build ads, blogs, and social media posts around graphics, not the other way around.
If you get good at telling client’s story in visuals, you are very likely to develop a sizable following.
Not all designers put that level of thought into their work.
Be the one that does. It pays well.
Rules of Engagement for High-Quality Graphics
If your goal is to produce more engaging content consistently, there are a few essential habits that you need to develop.
Here are some of the things successful designers do and consider as they create content for their clients.
Opt for Simplicity
Remember, you are typically creating content for the small screen.
Mobile is the majority rule, and your graphic content has to cater to that market.
It can’t be too busy, and it must be easy on the eyes.
Being fully visible above the fold is a huge plus, but this can be difficult with text-rich graphics.
Resist the urge to use too many words to convey your messaging.
Remember, this is graphic design.
Tell the client’s brand story in images as much as possible and leave the words to the copywriters.
Be sensitive to the needs of the client.
Deliver content that won’t impede load times or cause viewers to click past without engaging with the client’s other material.
Retain original files but deliver ones that are optimised.
Make no mistake about it: in the cutthroat world of content marketing, you hold a position of power.
The content that provided can easily make or break the client’s reputation.
It can also determine the client’s overall success.
You are likely to be the first customer-facing representation of the brand, to represent it well.
Learn everything that discovers the psychology of design.
Understanding the reasons why people respond the way they do to marketing content is vital to developing marketable skills as a graphic designer.
Consider all elements of visuals as integral to the messaging and be deliberate in the way you present them.
Lastly, always design with the client and market demands in mind.
Don’t fall into a rut with style and execution.
Approach every project with a unique perspective.
Apply what you know about the client, his (or her) ideal customer, and the broader audience that will be responsible for engaging with and sharing the content to everything designed.
Commit to that, and you will be set up well for long-term success in creating high-quality graphics.
If you wish to discuss how we can develop your brand or provide graphic design for your product or business, email us: [email protected]
Inkbot Design is a Creative Branding Agency that is passionate about effective Graphic Design, Brand Identity, Logos and Web Design.