Understanding design for business

Understanding design for business

Five hacks to make you a master marketer.

In a digital world, content is king.

Visual content gets 94% more views over purely text based content and will get shared 40 times more via social media. This translates to a higher engagement of customers and longer more meaningful retention. If people share your images, you then grow your audience and build advocacy which, in turn, leads to more customers!

This guide will teach you the five most important design hacks to make the most of the material you are posting.

Objective

Understanding what you want your content to do and how you want it to affect your audience is the most important and often overlooked part of design.

Do you want to update them on what you’re doing? Attract them to click on your site? Close a sale? Educate them on what you do?

Answering those questions will give your content a clear purpose, which in turn will help inform which following elements you need to prioritise.

Composition

Good composition separates images that make you stop and look, from images that make you keep scrolling.

What constitutes good composition is subjective, but one of the easiest ways to achieve solid composition is to make sure the focal point of your photo is on one of the thirds lines. Most camera apps have a grid divided into thirds that you can overlay over the image before you take the picture.

This gives the eyes room to process the information and travel around the image, keeping your audience engaged for longer.

If you want to go further into understanding composition, I recommend looking up the golden ratio.

Colour

Colour can be used to control an emotional response. We subconsciously associate different colours with an emotion. Red is passionate, blue calming, yellow youthful, etc.

Understanding this means that you can utilise the colours you choose in your images to affect your audience. Including an element of colour that supports your goal is the fastest and most efficient way to affect your audience’s mood.

See the attached chart to see what each colour is associated with.

This covers the basics of colour associating. If you want to go further I’d suggest looking at colour theory and contrasting/complementary colours.

Contrast

Creating contrast in your images is a great way to draw your audience’s attention to what you want them to know or focus on. Contrast occurs when two elements on the image are significantly different. Dark vs. light. Vibrant vs. de-saturated.

As long as you have a significant difference between your elements you can direct your audience’s attention with ease.

You can blur an image before you lay text over the top to make the words easier to read. You can increase the contrast of the colours in the image to make your subject feel more vibrant or energetic.

Text

Text over images helps convey your message to the customer quickly and efficiently. That doesn’t mean, however, that you can just slap on some words and hope for the best. Choosing the right font is a good place to start. A font that represents and supports your brand is ideal. If you work in construction, you are better suited to a more structured bold font, rather than something curvy and cursive that would be better suited to a hairdresser.

Once you’ve got the font right, you can use the rules of composition and contrast to maximise the effect your message has.

Understanding these five elements will help elevate your business’s content and give you much more control over how you interact with your audience!

If you still feel like you’re a bit lost and not sure about how to create content that will help your business you can hire a graphic designer here.