Designing Your Visual Content - 5.Ideas for your static content
This week we're moving from the planning element into actually thinking about what we will put into your visual content. Which are the essential elements to consider for your static content - where do you need images? Your main common denominator for your static visual content will be your brand story. You need to be clear about your brand message and story before working on your images.
The story, your message
We went already over this crucial element in week one. The story will help you draft a theme for your visuals. Basically, take the keywords written in your story an apply them to your images. I.e you're a jewellery designer and your brand has a joyful elegance vibe to it. Your pictures will have a different feel from a luxury brand that might be more cutting edge in the graphics and visuals. So write these keywords down, if your brand is joyful and elegant what words are attached to it? Quirky, free-spirited, non-conformist, modern bohemian, artist? Keep these words in mind when creating and curating images for your static content.
2. Must-haves pages with images
The absolute must have is, your about page, this is often the first page that a prospective client will navigate to after landing on your site. Don't just hide behind a selfie or a bland headshot, show your colours and vibe, an image that invites to engage with you!
Your home page, you want images with impact on there! The days of pages full of text are gone, no one will take time to dive into your beautiful copy if you're not inviting them first with on relatable brand images. Most websites have a banner these days and that means banner with horizontal pictures (landscape), make sure your image resolution is high enough when you choose an image and which part of it is essential as the banner will only show a small portion of it.
If you want to add text and button make sure they're easy to read and do not put text or call to action on the middle of someone's face as it would look rather odd. As your welcome images you want something not too complicated, and text easy to read when added on, you can play with the image opacity to make your text clearer.
3. social media profiles and banner images.
You can use the same banner you have on the home page on your social media banners to keep it consistent. For your social media image profile, either use the same across all profiles, or display a variety of portraits of yourself. You want to use professional portraits which say something about you, avoid the lousy lit selfie or a very busy background that looks very unprofessional, you want to be easily recognisable in your image profile and inviting to connect.
4. Marketing material brochures, newsletters,
work on the model of these first before choosing your photos, once you have created the template with your copy, select the images to complete the story and support what you're saying in your magazine/ brochure. Do apply the same type of light and editing for your selection of pictures. For your newsletters, you can choose an image that will be displayed at the top for your readers to quickly recognise that it's coming from you. The inside images can then vary according to your content.
The same rule will apply for your welcome kit, work from the template first and choose relevant pictures for your content; you want to stay on brand and have photos with the same feel your client will find on your website and other marketing material.
5. Your portfolio/product images
You need top-notch images to present your portfolio, behind the scenes and/or product images. If they do not vary too often, they will be considered as static images. Natural light photographs are a beautiful trend these days, you can also make pictures taken with artificial lighting, look like they've been photographed in natural light.
Decide to take these images yourself or ask the help of a pro photographer, do some research about what will work for your brand and how you want to present these service or products. Take inspiration from brands you admire, work with a mood board, create a storyline for these images.
In the next few weeks, I will be talking about what to consider for your images in your variable content, and how to curate, create them.
Please do send me your comments about your struggles with visual content, what would like to learn more about, share the post, send