Have you ever wondered if there’s a design cheat sheet somewhere to guide you on conveying your digital marketing materials effectively, and making things look prettier?
While there’s no magic answer to becoming a design whizz, there are quick tips and tricks to help you better design for online consumption (even if you’ve never been to art school). Luckily for you, us Mutants know a thing (or five) about designing great content:
Have a purpose
Before we play dress-up, the ultimate goal is to tailor the form of your design to its purpose. Beyond defining your target audience and content strategy, be laser-focused in determining a clear CTA (call-to-action) for a successful acquisition – after all, a pretty design means nothing if it doesn’t connect to the action intended. It’s akin to completing a jigsaw puzzle when that last piece satisfyingly clicks into place. Remember, good design decisions are the result when your project goals are objectively met.
Maximise your layout
Always start with the relevant dimension to ensure your visual content is pixel-perfect. With the ever-changing social media landscape, knowing the right sizes is imperative to uphold your reputation. Depending on how much space you have, be mindful of information overload to ensure high visual prominence. Remember that the average person is not going to sit and focus on your content all day – it’s only a matter of seconds before they move on.
Command with hierarchy
Never underestimate the power of a well-structured visual hierarchy. By laying out information strategically, we are influencing users’ perceptions with various visual cues to help inform, impress and persuade. The most important elements on the page should be the largest.
Experiment with typography
If tone and manner captures the spirit of your voice, then typography works as the face of your character. But too much of a good thing can be bad – especially if you’re using a variety of display fonts to be ‘creative’. While it isn’t necessary to stick to one font, a trick that tends to be overlooked is mixing font variants (e.g. Helvetica Regular, and Helvetica Bold). Even though these fonts are in different weights, they appear consistent when used together because they’re from the same family.
Contrast with colour schemes
From monochromatic to eclectic colour combinations, determine the visual message of your piece and then stick to a colour palette to evoke your desired emotional response. Colour schemes are handy in defining the tone of your brand voice – be it harmonious or contrasting palettes, treat colours as an accent in your work to give emphasis and enhance aesthetics.
Still with us? Congratulations, you’re now a bona fide designer! Well, maybe not quite. While these considerations serve as a solid foundation for good design principles, sometimes you still need an eye for design to create compelling content using the power of visuals.
Talk to us about your digital marketing plans at hello@mutant.com.sg – we’ll breathe life into it.