This lovely month of May we are going to be exploring how to make your marketing materials look amazing and why presenting a cohesive visual brand is so important. Coming up this month are posts about logos, photography, and other easy design tips that you can utilize to create a unified look for your business. (Remember artists and creatives, you are all business owners, too.)
You're an artist or a creative entrepreneur, so your work is visual and/or emotional, right? People look at it or experience it and respond to it in positive ways. All of the "stuff" that supports it should give people that good feeling, too.
For instance, have you ever hired a professional to do something and you received a document from them as a .doc and the font was Comic Sans?! (If you don't know what that means keep reading, and if you're laughing, albeit snootily, keep reading, too. There is something in this post for everyone.) For visual and emotional reasons, this design faux pas made you less confident in them because they have not invested the time and energy to present their business professionally. It's an emotional thing; it doesn't mean that they have done a bad job for what you've hired them for. But it can make a lasting negative impression.
Your art work or creative product lives in the world of art, design and creativity, so all of your marketing materials and online presence should look the part. Cohesive and contemporary design and visuals are imperative to gain trust in your ideal audience or client.
Ok, we know you already do a lot. Because you are an artist or run your creative business does not mean you need to download the entire Adobe Creative Suite and teach yourself new skills. There are short cuts and people to hire to help you. But your job is to be conscious of how your marketing materials support your work.
Here are 4 important details to pay attention to right off the bat:
1) Images of your work. Your work should be documented in a clear, beautiful way.
2) Font choices. Typographers develop options for typefaces because they have an emotional and visual impact on how we process information.
3) Logos. Do you need one? We'll be exploring that later this month.
4) Color. A very important aspect to your personal brand and also an emotional one. The psychology of color is a field unto itself, and our culture ties strong meaning to certain colors. Most important, though, is whether the colors you choose to use support and match the work or information you are trying to convey.
All of these design details (as well as some additional nittier grittier ones) will be covered throughout May on our blog and on social media, so be sure to follow.