It's January 2020.
I'm sitting in a crowded lecture room, completely absorbed in a Strategic Management class at university. To my surprise, everyone around me is equally engrossed in the lesson.
We're all hanging onto every word our professor, let's call him Professor K, passionately delivers.
This is unheard of.
WHY are we so captivated by this particular lesson?
It's not just about earning better grades. No, there's something deeper at play here.
And then it hits me.
The DELIVERY of the lessons is what sets it apart.
You see, the reason why students typically zone out in other classes is because they're BORING. Yes, that's the brutal truth.
It's not that the content itself is inherently dull – in fact, it's often well-researched and comprehensive.
The problem lies in how those lessons are presented.
The professors responsible for those classes manage to make the subject matter exceptionally dull.
But Professor K…he's built different.
And this is what I observed…
His lessons are infused with enthusiasm, captivating stories, relatable examples, and even a touch of humor. He possesses a secret recipe for effortlessly engaging his audience.
Now, you may be wondering, what does all of this have to do with brand building or design?
Well, here's the connection:
Many brands and business owners create content in the exact OPPOSITE way I just described. They may have well-written and informative content that could potentially position them as industry leaders, but they fail to consider the crucial aspects of presentation and consumption.
What does that mean?
If the information is presented in video format, the editing might be lacklustre, resulting in a video that's difficult to watch and consume. It may become distracting, losing the audience's attention.
If it's a visual piece of content, like an Instagram carousel, it might lack the right contrast, font selection, and visuals, which ultimately undermines the overall consumption experience.
You might not realize it, but making your content EASY TO CONSUME is the key to standing out and thriving in today’s world. With so much information overload, people want content that’s easy to consume.
However, achieving this goal is not as simple as randomly selecting colors, fonts, and visuals and hoping for the best.
There's a hint of SCIENCE and PSYCHOLOGY involved in creating content that's not only visually appealing but also highly engaging.
So, let's dive deeper into how you can IMPROVE the visuals of your content, particularly when it comes to Instagram carousels:
Limited Color Palette 🎨
Stick to a maximum of THREE colors. Choose one for the main background, another for the text, and a third color to highlight important words or elements.
For example, imagine an Instagram carousel where the background is a soothing pastel blue, the text is crisp white, and essential keywords are highlighted in a vibrant orange.
This limited color scheme creates a visually cohesive and eye-catching carousel.
One Font Please ☝
Unless you're well-versed in the art of FONT PAIRING, it's best to stick to a SINGLE font style that is easily readable.
You can enhance visual interest by using different FONT WEIGHTS (regular, semi-bold, bold) to highlight specific points or sections.
For instance, you could use a clean and modern sans-serif font throughout your carousel, adjusting the weight to emphasize important information.
Get To The Point 💬
One of the hallmarks of greatness is the ability to convey ideas concisely.
Apply this skill to your visual content. Cut out unnecessary FLUFF and get straight to the point.
Use clear and concise language that leaves no room for confusion. Remember, clarity is key when it comes to delivering impactful messages.
Strategic Visual Usage 🖼
Incorporate visuals in TWO distinct ways:
First, use visuals to BREAK THE FLOW OF TEXT and provide visual relief.
For example, use captivating images or graphics throughout your carousel to create a visually engaging experience.
Second, use visuals to ADD CONTEXT and MEANING to your message. Select visuals that align with your content and provide additional information or emotional appeal.
Balanced Composition ⚖
Consider the overall COMPOSITION of your carousel. Ensure that your visuals and text are well-balanced, allowing the eyes to flow naturally from one slide to another.
Avoid clutter and maintain a sense of cohesion. Use negative space strategically to guide the viewer's attention to the most important aspects of your content.
In a world where attention spans are dwindling, capturing and holding your audience's attention through visually captivating content will set you apart from the competition.
It took me years to learn all these traits in design by observing and practising.
If you want to fast track that experience then subscribe to this newsletter and follow me over on Instagram where I regularly share content.
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