1. Strive for consistency and cohesion.
Consistency is key when designing a social media site. Why? Because it helps brand recognition. Imagine if every time you saw a brand, you changed the brand colours and logo. You’d probably mistake it for another brand, or forget it altogether. Brand recognition is important for building trust and loyalty with your audience. Don’t have a logo or branding yet? Click here!
Beyond regular posting, consistency on social media also means sticking to a visual theme. Dark and moody or light and airy? Do you want your page to convey calm, excitement, balance, focus or something else? Whatever your answer to these questions, it should be reflected in a cohesive design. One way to do this is to use the same filter or editing style on all images to fit your brand image.
2. Use colours that reflect your brand identity.
It’s no surprise that colours influence how consumers perceive your brand. This is why popular food brands are usually associated with red and yellow, and financial institutions with blue. There are also a few ways to incorporate colour into your social media design, such as templates. If you plan to use templates when posting graphics, it’s a good idea to incorporate the main colours of your brand to increase brand recognition. For images and videos, you can also highlight certain colours to stand out from the crowd. Not sure how to create templates? Leave it to me!
As an example, I’ve used the Insta page of my friend Tiago, who makes brown leather artisan boots and his partner Julia is a photographer. They are both nature-loving, simple people with a rural lifestyle. They consistently use earth tones in their community appearances, browns, beiges, and pastels and strive to convey a sense of life. While there may be other colours in their images, these colours are always the focus.
Another strategy that works well is to design your social media posts to match a theme and colour. For example, let’s say you’re a fashion brand and you’re designing content for February. Since February is associated with Valentine’s Day and the colour red, you can build your creative assets around the theme of the month.