Social media advertising and marketing is a visible heavy medium. From the Instagram Infographics presently dominating your feed, to the banners and movies you see on Twitter and Fb.
It may be tough to know easy methods to strike a stability between being “on model” and “on pattern”. You by no means wish to create graphics that really feel outdated, however equally you don’t wish to create something that’s the reverse of your model identification.
There might be good causes to go together with a pattern. Numerous the muted colours and serif fonts graphic design trends presently making the rounds on Instagram graphics are particularly designed for readability of communication, with simple to learn messages on clear and easy backgrounds. There’s additionally the algorithm to content material with – all social media platforms enhance what’s receiving probably the most engagement which means that if individuals like and remark in your put up, your put up will get proven to extra individuals. And other people are typically creatures of behavior, preferring designs that really feel acquainted to them, which means that plenty of what will get boosted appears very samey.
Equally, the arguments for sticking inside your model are compelling too. Constructing a brand identity is dependent upon having persistently branded visuals. Basically there shall be 5-7 brand interactions earlier than a client remembers your model, so selecting an identification and sticking with it could possibly assist pace up that course of. Any good model identification may have been developed primarily based on client insights, to color your model in a selected mild. Veering away out of your model can damage your positioning and confuse your viewers. Model colours have very robust connotations and transferring away out of your colours can sign a change in values.
So how are you going to inform when to select a visible that’s on-brand or on-trend?
One possibility is to discover a completely satisfied medium between the 2 by making a barely extra stylish model of your model. Choosing a secondary coloration palette with extra muted shades in it, or utilizing a easy clear structure together with your present fonts might be sufficient of a nod to a pattern with out fully overriding your branding.
If this isn’t an possibility, you have to consider carefully about what you need your visuals to realize. When you’re sharing a Fb graphic to promote a brand new product it’s finest to make use of your branding. On this case, you need individuals to affiliate your new product together with your firm, so it’s finest to maintain it inside your already outlined branding.
Nonetheless, in the event you’re launching a brand new marketing campaign, corresponding to a seasonal vacation marketing campaign, you’ve gotten extra room to play with developments. Since you’re promoting one thing that’s distinctly completely different than your common choices, utilizing developments can match properly. They’ll additionally assist categorical the seasonality of your marketing campaign. Utilizing a pattern that’s large proper now will assist your campaigns really feel well timed.
Alternatively, if you wish to create one-off graphics to share information it’s finest to strike a stability between developments and types. While one-off graphics ought to completely sit inside your branding, together with colours and fonts, they could be a enjoyable area to include small stylish parts. Utilizing background shapes or trendy clear pictures is an effective technique to present that your model is hip with out overpowering your established identification.