Have you ever created a graphic for your business and knew it was *supposed* to work, but there it was…very much not working??
Yes, of course you have.
We have all created some sort of visual for our business that just looked ‘off’, not-quite-right, bad or even ugly. (Such a harsh word!)
As a business owner, we are constantly creating social media posts, fliers, landing pages, postcards, slide decks and other images to communicate our messages.
The problem is, very few of us were formally trained to do this. So it is often a skill we pick up by trial and error.
This week, I teamed up with our formally trained graphic designer, Jenn Davis, to share with you the next batch of design tips to help you create better marketing graphics in less time.
This should help you to figure out what’s wrong when your graphic doesn’t look right.
1. Fonts
If you work with a graphic designer on your branding kit, you will generally be guided to select two fonts for your business.
Think of these fonts like sisters.
They come from the same family, so they need to be complementary and work together. However, one font is stable, easy to read and fairly familiar. Then you have the other sister who can be a bit of a free spirit. LOL!
She is bigger and likes to be noticed. This font is typically harder to read, so used much more sparingly. Also, you don’t necessarily need to use the fonts that are in your logo in your everyday graphics.
2. Alignment of Objects & Text
Create balance in your visuals by correctly aligning objects and text. As Jenn puts it, “You don’t want to randomly place things on your image. Make sure things are aligned (centered) with the text or if you have objects/text that the spacing is the same between each line.”
If you use the software, Canva, then you will automatically see these alignment bars on your images to show you where you should center your text and elements.
When you are arranging your text and objects, remember to keep that white space. A clean layout is better than a cluttered space full of visual disturbance. White space allows the reader to easily see the point you are making and helps balance the image. (In case you are wondering, white space is not necessarily white…it can be any color, texture etc.)
3. Reading Pattern
In the western world, we read visuals in the “Z” pattern. Make sure that when you are placing text and objects on your graphics that you are taking into consideration the eye movement to make it as easy as possible to read the words.
This is why you often see a headline at the top of an image or poster, then supplemental information further down the graphic.
When you make your graphics flow with the natural reading pattern of the eye, it is more likely that people will read your message.
Creating on-brand graphics for your business is one of the easiest ways to level up your brand and communicate well with your customers and prospects.
Next time you are creating a graphic, do a quick scan to ensure you are creating images that are pleasing to the eye.
Warmly,
Amy
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