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Social Media Graphics: Crafting a Cohesive Brand Presence

22 Mar 2024 by Debbie Nixon

Social media has transformed from being a platform for connection; it’s where pretty much all businesses vie for attention and engagement.

In this instalment of our Good Design Series, we’ll be explaining all about social media graphics and how their visual appeal plays a vital role in attracting and retaining your online audiences. Beyond aesthetics, we touch on the importance of consistency with your brand message, tone of voice, and colours.


The Visual Power of Social Media Graphics

In the fast-scrolling, visually-driven world of social media, striking graphics are your brand’s ambassadors. They’re the first impression and, ultimately, the deciding factor in whether a viewer stops to engage with your content. But, it’s not just about being eye-catching; it’s about conveying your brand’s story, values, and personality at a glance – not as easy as it sounds!


Consistency: The Backbone of Branding

  1. Brand message: Your social media graphics should reflect your brand’s message. Whether it’s conveying a commitment to sustainability, a focus on innovation, or a dedication to customer satisfaction, every visual element should align with your brand’s core message.
  2. Tone of voice: Just as in written content, the tone of your social media graphics should be consistent with your brand’s voice. Are you casual and friendly, formal and authoritative, or somewhere in between? Ensure your graphics match this tone to maintain a coherent brand identity.
  3. Colours: Consistency in colour palettes across your social media graphics is essential. Your chosen colours should not only resonate with your brand’s personality but also evoke specific emotions or associations. For example, blue often signifies trust and reliability and gives a sense of calm, while red can convey excitement and energy.


The Role of Visual Appeal

Beyond consistency, the ‘visual appeal’ of your social media graphics is a critical factor in capturing and retaining your audience’s attention. You really need to think about…

  1. GOOD design: Invest in well-thought-out, strong visuals that stand out in crowded social media feeds. Bold imagery, creative layouts, and attention-grabbing elements can make all the difference – but keep it simple and CONSISTENT. Maybe have five templates for different content such as testimonials, offers, and events.
  2. Storytelling: Use your graphics to tell a story. Visual storytelling can be a powerful tool in conveying your brand’s journey, values, and the people behind the scenes – stories are what people engage with and remember. Try using carousels to tell a story in easy-to-read, swipeable parts.
  3. User engagement: Graphics that encourage interaction, such as using polls on your social story, can foster a sense of participation and engagement among your audience.
  4. Mobile optimisation: Given that a the vast, vast majority of social media engagement happens on mobile devices, ensure that your graphics are mobile-friendly and display correctly on small screens. Again, think simple, clean and consistent. No teeny-tiny fonts!


Consistency Breeds Recognition

When it comes to social media graphics, consistency (…are you sensing this is the key word of good design and strong branding yet?) is not just about creating a visually pleasing feed; it’s about creating recognition and trust. Your audience should be able to identify your content at a glance, whether they’re scrolling through Instagram, LinkedIn, Facebook, TikTok, YouTube… you name it. Consistency reinforces your brand’s identity and fosters a sense of familiarity that can turn casual followers into loyal customers.


Crafting a Cohesive Brand Presence

Effective social media graphics aren’t just about looking good, they are are a vital part of your brand’s online persona that conveys your brand’s message, tone and personality. By maintaining consistency in your graphics, you create a cohesive brand presence that resonates with your audience and builds trust over time.

A great way to ensure consistency and to create a strong brand online is to create a set of templates that you and your team can use. For example, Canva is a great tool and is easy to pick up for new users. Once you have a professional design of your logo and your brand assets, you can upload them all into one place and use the same colours, fonts and icons each time, building engagement and brand awareness. Keeping things… you guessed it… CONSISTENT!

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