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The Secrets to Creating Blog Graphics Like a Pro
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Transcript of The Secrets to Creating Blog Graphics Like a Pro
DES IGN T I P S & T R ICKS TO HE L P YOU WIN
ABOUT USAhalogy Designers , Kel ly & Cassie
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• Majored in Public
Relations and Minored
in Creative Writing &
Dance
• Self-taught Graphic
Designer (favorite
program Photoshop)
• Originally a
Michigander Kelly Killips Cassie Slivka
• Majored in Journalism
and Minored in
Fashion Studies
• Also a self-taught
Graphic Designer
(favorite program
Illustrator)
• Has worked at Ahalogy
since day #1
A BIT ABOUT PINTERESTWhy it ’s di f ferent from the other “social media” platforms
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• 70 Million U.S. Users third-largest source of site traffic
• Project & Product Discovery 41% of sessions start with Search
• 80% Mobile Use 52% of daily users pull pins in-
store
What makes a great pin, great?
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THE ELEMENTS OF A GREAT PIN
1. Beautiful Is my imagery compelling, creative, & enticing?
2. Helpful Is this content informative, useful, & meaningful?
3. Actionable Can the Pinner take action on their interest?
• Great Content • Optimized Imagery • Appropriate Overlay Use • Pin Description with Keywords
RECIPE FOR SUCCESS How to achieve i t
NOT ALL PLATFORMS ARE CREATED EQUAL Optimize for each platform
A common mistake we make on social media is trying to utilize the same image across all platforms. But not all platforms are created equal and do not work in the same way.
Pinterest | Vertical • 735 x 1,102 pixels or 7 x 10.5 inches (or taller/longer) • Taller, oblong pins are currently performing really well on Pinterest. (ie. step-by-step pins)
Facebook | Horizontal • 1,200 x 628 pixels or 4.2 x 2.2 inches
Instagram | Square • 640 x 640 or 2.13 x 2.13 inches
NOT ALL PLATFORMS ARE CREATED EQUAL Optimize for each platform
Think l ike Basken Robins and give your viewers 31 f lavors…so to speak
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SET YOURSELF UP FOR SUCCESS
What are your goals?
Shares? Views? Brand shares? Opportunities for custom content? Advertisers interested in being on your site? The more photography choices you give, the more people can utilize your images.
• Multiple images per post • Play with angles • License images without overlays and watermarks (or offer both)
Soft , Subtle , Small , or Not at Al l
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WATERMARKS
E L EMENTS & PR INC I P L ES OF
PHOTOGRAPHY
These t ips apply to al l v isual arts including digital media
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ELEMENTS & PRINCIPLES OF DESIGN
Elements:
Line Shape/Form
Color Value
Texture Space/Perspective
Principles:
Pattern Rhythm/Movement Proportion/Scale
Balance Unity
Emphasis
Classic composit ions that wil l never go out of style
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PHOTOGRAPHY COMPOSITION
Rule of Thirds Leading Lines
Framing Reverse Framing Twice as Close Symmetrical Asymmetrical
Visualize your composit ion as 9 parts
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RULE OF THIRDS
Lines draw the eye in
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LEADING LINES
Because a deep photo always trumps a shal low one
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DEPTH
Use your surroundings to draw focus to a subject or object
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FRAMING
Use your subject or object to create a frame
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REVERSE FRAMING
Take your picture. Good. Now get twice as c lose , and take i t again.
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TWICE AS CLOSE
There is an innate beauty and order to symmetry
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BALANCE: SYMMETRY
…but there is also beauty in “imperfect” or weighted photographs
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BALANCE: ASYMMETRY
AL LUR ING PHOTOGRAPHY
TECHN IQUES
Corner to corner
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LINE: DIAGONALS
Draw the eye in with rhythmic pattern
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PATTERN, TEXTURE, & RHYTHM: NATURAL
Entice with order & repet i t ion
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PATTERN & TEXTURE: STAGED
Create visual interest by capturing motion in act ion
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MOVEMENT
Use the camera as “eyes”
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PERSPECTIVE
Bring attention to a particular object or subject through focus
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EMPHASIS
COLOR & VA LUE
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WARM VS COOL COLORS
Warm Colors
Cool Colors
Understanding valuesCONTRAST
Intensity of color
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SATURATION
Using hue to drive home your brand
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PHOTO FILTERS
Recommend using 5 images or less
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COLLAGES & STEP - IT -OUT PINS
CREAT ING YOUR V I SUAL IDENT I TY
Can you guess who’s who?
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QUIZ: THREE BRANDS, THREE LOOKS
Calvin Klein
Kate Spade
American Eagle
Like any brand, you need to choose your visual identity
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FIND YOUR STYLE
warm colors cool colors
low contrast high contrast
dark light
traditional modern
simplicity complexity
inspirational informative
Try a word exercise to help you create your visual identity
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A PICTURE IS WORTH 1,000 WORDS
Feminine Fresh Fun
Light-hearted Friendly
Crisp Clean
Playful
Consistency in Colors & Contrast lead to Cohesion
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FOUR C’S FOR SUCCESSFUL BRANDING
• Consistency • Colors • Contrast • Cohesion
• Bright, Cool Light • Pastel Colors • Simple Background • Mid-level contrast
OVER LAYS
Why they work
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OVERLAYS
Overlays can fall into all three categories of a great pin.
• Beautiful: Sometimes an overlay can simply be another way to make your pin even more lovely or inspirational. It can also drive home your visual identity and brand even further.
• Helpful: An overlay tells the Pinner what the content behind the pin is. This is especially useful on photography that could apply to several things. An overlay can give also clue the user into the time it will take them to read the content (ie. 7 ways you’re apply mascara incorrectly.)
• Actionable: An overlay let’s the Pinner know what they can do with the content. With “how-to,” “tutorial,” and “step-by-step” verbiage the Pinner knows the content will help them take action. This is also true of purchases, for example “9 modern iPhone 6 cases.”
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Beautiful Helpful Actionable
How do you know when to add an overlay, and when not to?
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OVERLAYS: WHEN TO USE THEM
• Can you tell based on the image what the content will be once you click through? If not, it needs an overlay.
• Does a photograph need balanced? (Perhaps there is a lot of negative space just begging for an overlay.) Use an overlay to create a visually appealing composition.
• Have a great piece of content, but maybe not such a great photo to correspond? When in doubt, cover low quality or dark images with an overlay. Try a full bleed overlay when all else fails.
• Overlays can help set your content apart. Try calling out what makes this post, recipe, idea so unique. Does it only take 30 minutes? Can I make it with stuff I already have in the house? Is it time sensitive?
• It’s all about balance. Try not to overdo it on overlays. Some categories will need more than others (ie. Kids’ Activities vs Recipes) Don’t be afraid to test and learn to develop a better understanding of what your audience is engaging with.
Enticing the Clickthrough
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OVERLAYS
Overlays can help drive more traffic to your site.
• Indexes: Indexes help the user understand that they can quickly digest and apply the information behind the pin, increasing the likelihood they will clickthrough rather than solely Repin (often used to save for later.)
• Clarity: For a strong user experience, try not to be misleading with your overlay. This doesn’t mean you can’t give them a “teaser.” For example, “The 1 important skin care step you’ve been skipping” can clue them into the type of content they will be directed to, but without giving away the farm.
• DIY, How-to, & Tutorials: The user loves to know that when they click through they are going to be told exactly how to achieve what is represented in the pin. Clarifying the type of content in the overlay can help drive repins as well as clicks.
Keep It Simple , Si l ly
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TEXT OVERLAYS: COMMON MISTAKES
• Overuse of different fonts and typefaces • Not allowing elbow room or breathing room (for graphic and text) • Odd placement or alignment • Not using the text to entice a clickthrough • Headlines that are too long • Check for spelling errors & punctuation in overlays (often missed) • Not testing and learning (Unsure? Try it a few ways!)
Top things to keep in mind when creating your overlays
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TEXT OVERLAYS: HOW TO GET IT RIGHT
• Informative vs Inspirational • Informative vs Design Element • Max 2 fonts • Use negative space to guide your placement • Use the overlay to create balance on asymmetrical photographs • Leave equal amounts of space around your text and your overlay • Use the text to entice a clickthrough • Use indexes when you can • Consider your audience • Entice a clickthrough
Easy to achieve looks that work wel l on a range of photographs
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TEXT OVERLAYS: HOW TO GET IT RIGHT
Appeal to di f ferent audiences and get di f ferent results
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INSPIRATIONAL VS INFORMATIVE
THANK YOU!
( SO MUCH. )