How to use colours in marketing and advertising

Have you ever wondered why you feel slightly alarmed when staring at a red stop sign and why the world has chosen red, green and yellow for traffic lights?  Those are just two of the many effects colour has on the human psyche. It’s all part of a study referred to as the psychology of colour.

Our brain uses the colours to recognise characters and properties about business, brands and products. Our brain understands that the colour palette that would feel suitable for an Italian restaurant is not appropriate for a real estate agency. This is colour psychology in marketing and advertising.

If you look at the commonly used colours in advertising for any industry, you can find many of the same colours repeated and used, again and again. It does not happen accidentally, and not just because the business owner likes this colour! These are the colours that connected the audience with their needs and expectations from brands in the industry.

The colour psychology in marketing and branding is what I am going to explore today to help you communicate your messages most effectively with your audience, so keep reading.

Why do colours matter in marketing and advertising?

Colours speak a language that is more efficient than words. Colours can communicate with us on an emotional level, so they can be more effective and persuasive.

With choosing the right colour you can convince your customers that your product is fresher than the same product with a different colour.

It is unbelievable, but colours can even make medication or placebos feel more effective. Medicine companies use the colour associations to make sleeping pills blue and motivation yellow and red because consumers associate the colours with their respective effects.

It seems like magic but I have found some data to support it. For 85% of customers colour is the primary reason for choosing which product to buy. Also up to 90% of impulse decisions about a product are based on the products’ colour.

Colour psychology researchers found 42% customers form their opinions of websites based on the web designs with colour contributing more to their opinions than other factors. And 52% of the time, bad colour choice sends users off a website and they never return.

How colours communicate with customers

Now you know that colours are important in marketing and advertising, but the real challenge is to use colour psychology to speak to your clients. Probably you know the basics of what some colours mean, like red indicates passion and white shows cleanliness, but that is just scratching the surface of colour psychology. The colours can influence how a customer thinks and feels about a brand and business.

According to researchers, there are links between specific colours and behaviours, like royal blue, red, black and orange which easily connect with impulse customers.

For example, the colour brown is not a good choice for fresh-food product packaging because it reminds us of rotting fruits and veggies. Otherwise red is a popular colour for fresh-food brands because it reminds us of the red fruits which are ripe and ready to eat, as well as fresh meat is always red.

We can look at nature and see what the colours mean, and in any design the best way is choosing colour according to nature’s rules.

Our feelings about a colour can depend on our culture and personal background, so we need to generalise the colours based on the colour psychology and combine science with target audience research and find what our consumers prefer.

What’s the effect of colours in advertising and marketing?

Each colour has its own effect on people that you can take advantage of in your advertising and branding materials.

Although the meaning and feeling of each colour depends on the colour saturation, opacity and the shade of that colour but here, I am going to explain the meaning of some basic colours to give you an idea of the best opportunities to use specific colours in your advertising and marketing.

Blue

Blue is a calming colour that is typically regarded as a masculine colour, but there is more to this colour.

Blue is for intelligence and responsibility. Also, it is cool and relaxing. Light blue is peaceful and evokes trust, honesty and loyalty, while dark blue can show depth and power.

According to this meaning, blue is a popular colour for banks, yoga studios and hospitals because with using the blue you can easily remind the audience subconsciously that they can trust the brand to protect them.

Green

Green is a good colour for professional, calm and mature brands, and the popular colour for health and environment business.

Green represents growth, spring and rebirth as well.  Another meaning is “getting the green light” to go ahead, giving it an association with taking action.

Green reminds people of recycling through association, so is perfect for any brands that advertise as organic and eco friendly. Also, the colour green is a good choice for spa branding because it represents the soothing and renewing experience.

Purple

Purple is not a colour we see often in nature. Purple is royal, mystical, luxurious, wise, sensual and represents military honour. A light purple is associated with feminine energy.

Purple is often used for high quality brands. It is seen in examples such as Cadbury’s chocolate advertising or some women's cosmetics.

Red

Red is the warm and physical colour that is associated with high energy, fire, anger, passion, love, danger and confidence. 

Red is a best choice for dating apps and businesses that have sexy services. Red also can catch the attention and increase appetite, so it is ideal for restaurant branding.

Globally, all the danger signs are red. If you use the red in a wrong application, it may show and create aggressiveness and anger.

Orange

Orange, just like red, is warm and high energy. Also friendly and cheerful. By using this colour you can show affordability, humour, vitality, youth and seasonal changes.

Orange is a great colour to use for kids products like trampoline to attract kids and teens for a bouncy, energetic good time.

Yellow

Yellow represents energy, happiness, warmth, playfulness and youth as well. With using yellow colour in your brand you have the advantage of being both light and bold at the same time.

Just be aware that one of these associations is not like the others. For example, the dangerous meaning of yellow represents much like fire but the danger of red is negative. So considering what a brand needs, you have to choose the best colour.

Pink

Pink is more used for girls brands and products. Pink can be fun, sweet, romantic, girly, delicate and peaceful. Pink can be a good colour for candy and lolly shops because it represents sweet. It is also the colour for businesses that are feminine and proud of it. You can use hot pink graphics in your advertising if you want to teach women how to be bold and protect themselves.

How colour meanings vary by culture

Always acknowledge your target market audience’s cultural background before choosing a colour palette. Many colours have specific meanings in some cultures that are different in others.

For example, in Japan yellow represents courage whereas in parts of South America it can be a signal for cowardice. In some Latin American cultures, yellow shows death and mourning. In Germany they use yellow for envy.

The first step to design any marketing and advertising materials for your brand is researching your target audiences. Using a colour palette that doesn't fit with your target expectations can doom your brand before it reaches the market.

How to test your colour marketing strategy

Knowing colour psychology is necessary for designers to make informed design decisions in advertising and marketing. Your designer with their experience and knowledge can choose the best colour palette for your brand.

Designers test lots of colour palettes to find the most effective ones. They use the bracket tournament, which is to test one colour against another to see which garners a stronger positive response from the target audience. Then they put winners against each other again to determine the final colour palette that is more effective with the customers.

When they are correctly tested, you can confidently use the colour choices for each design, logo, website, packaging, flyers, etc.

Colours amplify your marketing message

Now you know that using colour strategically is more than choosing a beautiful colour that looks good to you. 

After all, maybe today you are walking around and think olive green and lemonade pink are a match made in heaven. For some businesses maybe they are (not really)!

Do you want to choose your colour palette confidently? Easy peasy! Give us a Buzz for a FREE Biz Boost Strategy Session! 60 minutes of FREE Marketing advice.

Search engine what? Demystifying the big SEO monster

Every time I think about the SEO monster, I can’t help but think about my dad saying “Don’t make a salad of shit!” (Pardon my French). 

SEO, as we know, stands for Search Engine Optimisation. This means: “How can we make Google love us?” or “What can we do, so Google and other search engines can find our website, and rank it at the top of people’s searches?”.

It is a simple concept, but not-so-easy in practice. This brings me to the salad. We see a big problem because we tend to bundle all the s**t together. However, when we break it down, it becomes less of a problem. 

So, let’s have a look at the SEO basics to start understanding and benefitting from them.

Why even learn about SEO?

Well, not taking care of our SEO is a bit like having a shop and not sharing the address in directories or maps. That’s it, I have this beautiful shop that offers so many amazing products, but no one knows where it is.

Imagine that Alice is thinking of buying a gift for a friend and wants a beautiful, unique candle that burns for a long time, plus some other cute little things. She needs these products and would love your shop (since you sell the best candles, and lots and lots of gorgeous items that women love). 

She would spend hours browsing in your online shop, finding mementos for all her friends, and super cute little treasures for herself. It could even become her happy place. 

Alice always asks “George” for help, because he is the best at giving recommendations. “George” gets out and about so much and knows every hidden gem. He never fails. 

Unfortunately, “George” doesn’t know your beautiful shop exists. So, he will recommend other “close matches” to Alice, and just like that, she will miss the opportunity to fall in love with your shop. Sad, right?

SEO is vital to increase the quality and quantity of traffic that visits your website. Therefore, it also helps increase brand awareness, attract local customers and build credibility and trust. Win, Win, Win, for sure.

On top of that, amongst other benefits, we’d like to point out that SEO is a very solid marketing tool. When you invest in it, whether time, money or both, the results tend to last for a long period of time. Once George knows your shop is there, he will be able to tell more and more people about it (although it is good to remind him that you are there from time to time).

Let’s break it down to the SEO basics.

There are 2 parts of SEO: On-page SEO and Off-page SEO.

On-page SEO

Let’s start with On-page SEO, because it’s the one you have more control over. On-page SEO involves optimising your website for search engines to find you.

You can find “how search engines find you” with a simple Google search, so we won’t get into that, but think WORDS, more specifically KEYWORDS. Hold the thought for a moment.

In order to optimise your website you will need to tackle both your content and the technical aspects that run in the background (big words like html source code, meta tags, schema, etc.). Don’t panic, we will only look at the SEO basics, and will give you some tips to get started.

So, coming back to the keywords. Alice will search for words related to the gorgeous candles you sell, such as: beautiful candles, candles Sunshine Coast, most unique candles, etc.

When she searches for those terms, Google sends its battalion of spiders to crawl the web and find those keywords, and other key terms that are relevant to the words she would use to find your shop. 

As you may imagine, if you don’t display those words on your website, “George” (ahem, Google) won’t be able to find you.

So, you need to identify those popular words that your “Alice” (A.K.A. ideal client)  would use to find your products, a set of words closely related to them and another set of words that are close but don’t mention candles. 

(Think of the game, Taboo. The player can’t mention the word, or the forbidden words, e.g. wax, to their team and the others have to guess what it is). Therefore, as an overall rule, use not only keywords but also their synonyms and related words. This helps Google see your content as relevant and comprehensive.

The key with keywords, no pun intended, is to find the sweet spot. If it is too popular the big players will definitely beat you. If it is too niche your audience won’t probably think of them. Take your time doing this research, because it is what will set you up for success. 

Then, you need to make sure that these words populate your website, as much as possible, without sounding like a machine of course.

Tip: Before making any changes, you may want to have a look at your Google Analytics to have a baseline and see how the changes you make affect the traffic that goes to your website.

Every time you write a blogpost, the copy on your pages, product descriptions, etc., remember that that’s the content your audience actually sees, so these are the perfect sports to add the keywords to.

On-page SEO basics - On the outside:
  • Create engaging titles and introductions to hook your audience straight away.
  • Introduce those shiny new keywords often, but without being annoying or sounding like a robot.
  • Show your personality. Keep it witty, interesting, soothing, fun… remember we are people talking to people and, let’s be honest, it's much more interesting to read texts with a ray of personality, than a bunch of big words that only people in your industry will understand. Copywriting is the backbone of your brand personality.
  • Show your audience additional resources by pointing to other relevant pages on your website. Internal links are huge for search engine optimisation.
  • Hook them before they leave. Whether it is by giving them a hint of what’s coming or asking for their opinion, look for engagement.

Then turn to the back-end of your site and check how its guts look like. Those keywords can live in many places, so let’s give them many homes.

Photos, graphics, videos and other visual content are very important. They can have a name, Alt-text, title, caption, description, etc. Fill in the relevant fields (including keywords) to lure Google and other search engines to show it to more people.

In terms of the blog post and other pages with text, a plugin like YOAST SEO will guide you through the process of where these keywords could be added. 

On-page SEO basics - On the inside:
  • Craft your SEO title or title tag (the title that appears in the search engine results). Keep it short preferably and to the point. Include your keyword at the beginning of your title tag.
  • Write a good META description (the description that the search engine result shows under that title). By default this is usually the beginning of your text. 

Change it to a brief and clear description of what the page is about, including your main keyword if possible.

Modify the Slug (the part of the url specific to that page that follows the main domain page, i.e. https://yourbrandcrew.com.au/blogging-for-your-business/). Keep it relevant to the text and include the keywords if possible.

Alt-text and description in images and other graphics should include your keywords or synonym keywords in them.

Add relevant tags and categories to your pages. This will help Google (and other search engines) to find you.

  • Don’t forget to optimise your media to load as fast as possible. Charge speed plays a big part in your SEO. Neither your audience nor Google like slow pages.

By paying attention to these fundamental items, you will see a great improvement on the performance of your website. Keep polishing your SEO by regularly adding and optimising content relevant to your products or services.

Off-page SEO

To improve your Off-page SEO you will have to get out of your site and build the roads that lead to it.

It’s funny how “George” knows everyone, but very few people have been able to actually talk to him directly (he is so busy). So, to build your reputation and be known by him, you have to make your site popular with his friends.

Search engines, like Google, Yahoo, Bing, etc… look all around the world for sites their users will love. With the immeasurable amount of content created every minute, there has to be a hierarchy. 

What we mean by that is they will search first amongst the sites that have higher authority, trustworthiness and relevance on the whole wide web and see who they know. 

When one of these websites mentions yours is like a golden star ticket that says “go to see my friend’s shop, they have the most unique, beautiful and aromatic candles on the Sunshine Coast”.

These “mentions” are called backlinks and they are actually a link to your website on a different page. Other types of “mentions” come from local search citations (directories and listings), social media marketing, guest bloggings, brand mentions, influence marketing and other “shout outs”.

Think of off-page SEO as networking. You will need to build relationships with other businesses to have a genuine recommendation from them. 

Maybe you meet a florist that knows that every time a group of girl friends buy flowers for another friend they like to add a few cute items to the gift. If the florist loves what you do, she will take her customers to you in a blink, because it means she will be giving value to them and helping you at the same time.

Off-page SEO basics:
  • Make alliances with sites that are relevant to your industry and can naturally drive their clients to you.
  • Make it personal. When you reach out to another site to ask them whether they could link to your content, don’t copy and paste the email you sent to someone else. Learn something about them, why they are a great alliance and how your content can benefit them. Then write your email accordingly.
  • Invest in visual content. As we showed you in our blog about repurposing content, visual content is such an amazing asset because not only it can be optimised and tagged, but also it will be an attractive piece that can lead traffic to your website and be repurposed in many ways to make your communication stronger.
  • Therefore, promote your content on social media. Websites are somehow static, in the sense of not changing so often. Social media is so much more dynamic, and it will give you many opportunities to link back to your page, therefore attracting new audiences. Plus, search engines already know and highly trust YouTube, Facebook, Instagram, LinkedIn, etc., so these backlinks are “golden star ticket” votes for your website.
  • Share your valuable content, both written and visual, on niche platforms, i.e. relevant groups, associations, specific blogs and publications.
  • Develop or improve your Local Search Citations. These are mentions of your business’ name, phone and address in a website that is not your own. Create listings in sites like Google My Business, Bing Maps, Apple Places, Yellow Pages, Yelp and other directories. It is paramount that you keep your name, address and phone (NAP) consistent. Geotagging your images is a bonus to help with local searches.
  • Crafting a short and a long bio of your business will help you with consistency, too. Use them for those citations to solidify what your business is about and build that trust.
The never ending story

As you can see, these are a few SEO basics to get you started, there is so much more to learn. However, these already provide a very solid foundation, and a big chunk of work that you can implement straight away to increase traffic to your website.

Think of it as a never ending story, but in a good way. This is a marathon, not a sprint, so learn to love the journey and cruise through it. Keep in your mind “I’m giving extra value to my Alices and showing George how many people I can help too”

If you want to learn more, we found a very comprehensive beginner course. Remember, if you feel overwhelmed don’t get trapped in the “salad of sh*t”, break it down to make it easier.

We hope we helped make this big SEO monster a bit less scary with our SEO basics. We would be happy to give you a hand with any of that, if you need it, just leave us a comment below.

From Drab to Fab - Our Three Best Video Editing Tips

You find yourself stumbling nervously through the dark stormy night as thunder rolls across the sky and the heavy rain lashes at your back, searching for a reprieve from the weather, and more importantly - answers. 

You continue trudging across the windswept landscape and you feel as if you’re losing hope when suddenly a light appears in the distance - salvation. You thrust open the doors to the editing suite and walk through to behold, me, the editing lord, sitting on the rolling office chair throne. 

“My child,” I speak, “what is it you seek?”

You stutter nervously, your emotions are a mess, this is the moment that you’ve worked so hard for. 

“My lord…” you steel yourself, “I, I seek… Three tips to improve my video editing.”

“Well you’ve come to the right place, I’ve actually got a blog about it so have a read.”…

Video editing is an artform, as much so as painting or drawing. In written art forms, you start with a blank canvas and then from that you add elements with the artistic tools at your disposal until you’re left with something emotionally evocative. Video is the exact same. And more.

Any Joe Blow can throw a bunch of clips together into what then becomes simply a longer clip. Video editing takes more finesse than that, and to deliver professional results it requires skills that are honed over time and practice. 

That being said, there are a few things to keep in mind when editing that will drastically help you improve the outcome of your video. Let’s have a closer look at three of them.

Use the right tools

Depending on what project an artist is working on they will have a different set of specific tools for the job. Fine line work requires finer brushes, large watercolour canvas pieces need watercolour pencils, body art requires a special kind of paint. There is no ‘one solution that fits all’, and the same goes for video editing. 

When editing, you need the right software for the job (this is your canvas), sometimes that’s professional video editing software, sometimes it's audio editing software and sometimes you might need some animation software as well. Every video is going to have different needs and to accommodate these needs you will require a variety of tools. 

Software is just the beginning. Once you get that down you need to think about transitions, music, colour grades, titles, animatics, and so much more. 

There are a large number of factors to consider when editing that make a video look more professional, but having the right supplementary tools like those listed above is important. Pick and choose which will have the most effect, and which will drive the point of your video home. 

If you have a super dramatic and slow moving video then you won’t have fast paced transitions, it wouldn’t make sense to confuse your audience with slow dramatic shots and then fast energetic transitions. 

If your video is fast paced and super high energy then you wouldn’t use a slow orchestral piece for the music, once again this would confuse your audience. 

In the instance you create a series of short videos for social media, you wouldn’t tack a bunch of long credits on the end or a lengthy outro because these would interrupt the flow of the video, but for something like YouTube these elements would make more sense. 

I know a lot of these things sound very self-explanatory but I cannot stress enough how important it is to firstly use the right software and secondly use the right element at the right time. Select the right music, the right colour grade, the right transitions, etc. 

Just throwing music or transitions into a video with no real purpose behind them doesn’t make your video look professional, it makes it look messy and distracting. 

Tell a story

This one might also sound a bit silly but bear with me here. 

They say a picture speaks a thousand words, well imagine how many words a sequence of moving images can speak. Film is an artform and is used to evoke a response in your audience. So when you are editing be sure to keep that emotion or response in mind before creating your piece. 

It’s important to tell a story or express your point in the edit, not simply choose the prettiest or coolest images and then throw them together. Sometimes the coolest images will be the ones that express your point the best, if that’s the case then great, throw them in, if not, save them for later. 

Cut footage that doesn’t add to your story, don’t add elements that might confuse or overstimulate an audience and select the right shots to evoke the response you’re looking for in your audience. 

Essentially, make sure your video (and every element within your video) actually means something, ensure that it serves a purpose otherwise you’re not truly creating a video, you’re just creating clutter. 

Watch your footage before you edit

Don’t just start throwing footage into a timeline and chopping it to pieces as soon as you get a hold of it. Be sure to take the time to look through the footage you have and determine what shots will be the best fit for your video. 

Similarly to elements, each shot is going to evoke a different response in an audience. Your job as an editor is to ensure that the right shots are in the right position within your video to evoke that desired response. How are you supposed to do that if you yourself haven’t watched the footage back to see how each clip makes you feel? 

Your video will come together far more smoothly if you already know what shots you are dealing with, as opposed to searching through and having to find something that fits every single time. 

Basically it all comes down to knowing what you have at your disposal, so that you can create the most effective finished product. 

Bonus Round

Okay, I promised only three tips but here are a few quick ones that’ll help improve the quality of your video edits. 

Shot variation is a good thing to keep in mind. Basically just changing what types of shots are in your footage, if you have a lot of shots that look very similar then throw something a little different in there to spice it up (only if the other shot makes sense though).

When cutting away be sure to cut on an action, this is called a match on action cut and it makes more sense to your audience as opposed to cutting when there isn’t much movement in the frame.

Colour grade your videos. Colour grading is an art in itself but a simple dash of saturation can go a long way when your finished product is distributed. Try and select a colour grade that matches the mood of your video. 

Normalise your audio if you have anyone speaking or any background noise. Be sure that all the audio for your video is consistent and your audience doesn't need to change the volume of their output device to listen to your video. 

Finally, edit to music if you can. If your video is set to a backing track be sure to edit to the beat of the music so that none of the transitions feel jarring or jumpy, and your video has a clear rhythm. 

“I hope this information shall serve you well young Squire, now go out there into the wide world of video editing and make me proud. Oh, you have something to say? Please just leave a comment below and I’ll get back to you.”

Ways to Know If You Have The Right Logo Design

Do you know what makes a brand succeed and others fail? 

As you know, the quality of the products and services are very important factors in any brand's success. Imagine your products and services are equal, so then what is it that sets your business apart from the competition?

A creative and effective logo and brand design can make a world of difference between your brand and the competition. Just need to consider some of the most famous brands around you. They employ logos that are not only specific and eye-catching, but also meaningful and memorable as well.

A logo is a brand visual identifier such as a mark or a signature. A logo is rarely a description of your business. Your logo derives meaning from the quality of the idea it symbolises, not the other way around.

So, back to your business logo. Think about the design and meaning. Maybe right now you don’t have one, or just quietly you don’t like your logo, or you do but not sure whether you should stick with it forever.

Forever is a long time, especially if you’re building a business with longevity in mind. Before you approve or disapprove of any logo created, you need to work out which logo design is the right one for your business?

Don't worry. I’m here to help you. There are quite a few elements you need to pay attention to, so just take a moment and read through my list to get you started.

Does my logo tell the story of my brand?

Think about your target market or audience. An effective logo design doesn’t have to portray a company’s product or services. Ask yourself what meaning or message it should communicate.

It is important to know a logo is more than just an image. It’s the public face of your brand and its unique visual identifier. It’s important to consider what your brand offers and who the target market is. Should it be represented by a particular emotion or specific utility?

Remember an effective logo design doesn’t have to portray what the business does or sells. Nowhere in McDonald’s famous logo is there a hamburger. Apple doesn’t sell apples, and Nike doesn’t sell ‘sneakers’, but each logo represents these brands through a combination of shape, colour and symbolism.

Is my logo simple?

Don’t try to create a too complex design. Simple logos are more recognisable and memorable.

When it comes to effectively conveying a brand’s key message, simplicity in logos is by far more recognisable and memorable. A lot of the time logo designers try to create a design too complex for audiences to understand or memorise.

Think of a large notice board also known as a billboard. The audience might drive past by at high speeds, so the design should be seen, recognised and communicated quickly.
A complicated design (logo, billboard, magazine, website, etc.) will be nothing but an incomprehensible image. Some of the most famous logos are made of simplistic shapes and colours.

Just think of the Nike or Apple logo. The basic shapes are immediately associated with the brands they represent. The designers or founders of these companies had a vision, they’re thinking differently, they’re thinking out of the box and it worked.

Is my logo unique?

Brands can be distinguished from their competitors by their logos. A glass of Pepsi looks pretty much the same as a glass of Coca Cola. Some people can’t tell them apart by their taste (I know I can, I prefer Coke but that’s just me!). So, what makes Coke different from Pepsi at first sight? YES! The logo and advertising.

When you want to choose your logo with the aim of standing out from the competition, it’s important to think outside the box. Neither Coke or Pepsi feature the actual beverage in their logos. Just imagine If every travel agency used an aeroplane or train in their logo designs, would anyone recognise one from the next?

Does my logo speak to your audience?

The first step for your graphic designer is market research, because they might not be familiar with your brand. You, by providing all the information and brief, can help the designer to understand who are the target customers and what ways the brand should choose to communicate to them.

When the designer creates an identity for your brand, it’s more important to consider what message will speak to the target audience, rather than your personal tastes as a business owner. If you are a conservative person may prefer the grey colour and black letters, but if the brand targets a young, urban audience, bright colours and creative fonts will be more helpful. So, give all the information to your designer and  leave it to them to do the best for your business.

Is my logo timeless?

You don’t want your brand to be a passing trend, do you?! So don't use current trend designs.

You need to ask yourself some questions: will my logo convey the same message to its target market in 20 years or 30 years or even 60 years’ time? Will it still stand apart from the competition? If you find yourself creating heavily from the latest design trends, the answer is more than likely, no.

Is my logo versatile?

Professional logos should be scalable so they can easily be transformed between sizes and formats. So, always ask your designer for the vector format.

Probably you will use your logo in a variety of media, so your logo needs to be designed in full colour as well as black and white, with different sizes and formats.

The designer you hired should think big. Just because the design represents a small-scale brand right now it doesn’t mean that your company will not grow in a few months or years, so they need to provide all varieties of the logo versions.

Does my logo have an appropriate and effective typeface? 

Your logo should use no more than two fonts which helps make it versatile, distinctive and easy to read.

Helvetica is one of the most commonly-used fonts in logo design, as seen in popular brands such as Microsoft, Nestle, Target, Jeep, Toyota and Panasonic.

Some logos are completely typography-based, known as word marks, such as Coca-Cola. This kind of design is popular for big companies because of its simplicity and ease of reproduction.

If your company has a unique name, you could get away with a logotype. But if you have a generic name, then you need something to identify the brand by, which can be achieved by using a logo mark.

Does my logo utilise empty space? 

Sometimes the most effective element in a design is nothing at all!

Using negative space is necessary to communicate aspects of the brand, such as FedEx.

The logo is made by the company’s name but positioned in a way that the empty space between E and X creates a hidden arrow. This is the negative space between the “E” and ->”X” as you can see in the image below.

Even if the empty space in a logo isn’t sending a message, it’s still an important element of the design. Without any empty spaces, your logo could blend into whatever background in which it appears.

Does my logo use a consistent colour scheme?

Effective logos should be versatile enough to convey a message in full colour, black and white, but should not rely on colour alone.

So if your logo design conveys its message through the use of colours, ask your designer to alter the contrast of various elements or use the lines around the shapes to retain the same meaning as presented.

Should my logo feature a recognisable symbolism?

Many of the professional logo designs use visual double entendre, in which images take on more than one meaning to transfer a more powerful message.

Let’s have a look into the Amazon logo. They use a simple logo that consists of the company’s name. Pretty straightforward, right? But when looking closer, the name is underlined with an arrow from “a” to “z,” expressing that the retailer offers anything a buyer could want, from A to Z. It’s so creative, isn't it?!

Does your logo Design utilise shape psychology?

By using round shapes, such as circles, ovals and curved lines, you can show positive emotion, femininity and endurance. On the other hand angular shapes for example, squares and triangles convey power, stability and masculinity.

So, by using different shapes you can transfer different emotions.

Is my logo effective or instantly recognisable?

If you want your logo to be fully effective, it must be recognisable. Studies show that even small children can recognise many brands by their iconic logos.

It is important to realise that many famous logos stand out because their designers thought outside the box and broke the rules in design.

Just consider, the more audiences see a consistent logo, the more they recognise the brand. If it’s changed, the brand recognition can disappear with the original design, so if you have a small business it is important to create a fantastic logo not just for today. Think about the future when your company turns into a worldwide business.

To sum it up, be memorable 

Think of the Apple logo or Mcdonald’s again. Just as an effective logo must be recognisable, it must be memorable, too. What makes Apple or Mcdonald’s stand out, so that audiences will remember the design and associate it with the brand?

Often, a single unique element can make a logo timeless by remaining in a viewer's mind making it instantly recognisable. Let’s have a look at the Apple logo in the image below. There’s nothing memorable about the silhouette of a fruit. But by removing a bite from the shape, the brand created a logo that is associated with it, and with it alone. Apple is a good example of one of the world's most iconic and memorable logo designs.

So, it’s time you have a look again at your business logo and check these elements the effective logo has to have. Something missing? We are also always happy to help you. Let’s have a coffee on us and chat about your marketing and your brand.

Hope to see you soon. 🙂

Measuring your marketing efforts, what you need to know

Growing up, Christmas at our house was always chaotic. My mum started early in the kitchen, while my Dad’s one and only job was to cut the tree into its stand. 

Both of my parents were loud and stressed while I was plonked in front of the TV to watch Transformers in my best festive mood.

Falalalala lalalala

For context, in Hungary, Christmas Eve is the big one when we decorate the tree, then celebrate the birth of baby Jesus with a massive feast at dinner time, then give out the presents. Did I mention that I’m from a Jewish family? So, yes, chaos.

Anyway, back to the main event, my Dad. We bought a cut, live tree each year a week before Christmas. Every year on the morning of Christmas Eve, my Dad huffed and puffed out onto the balcony, armed with an axe, a saw, and a hammer.

Jingle bells

Approximately 10 minutes after the real show began. Every year, my Dad inevitably hit a finger, or kicked a toe while being entangled in the sharp and pokey tree branches. Coincidentally, my vocabulary had also expanded with a few colourful words.

Every year, my Dad spent hours on the balcony in the cold, trying to jam the tree into its stand but it was either too thick or (a considerable amount of time later), too thin. You may wonder, why?

According to my Dad, “measuring is just fluffing about'' (not with these words). “It’s for amateurs.” Not long after that he’d usually hit his finger, I’d learn my new words for the holidays and then he was off to the pub for a wee-minute first aid.

Count your blessings

I don’t think I really have to point out what went wrong with my Dad’s Christmas operation, now do I?

It wasn’t his festive blessings he needed to count but the trunk’s circumference in centimetres, along with the stand’s. Could’ve saved him a world of Christmas anguish. (Though one could argue he did have a clear end-game in mind).

The moral of the story

You should never start anything without a clear plan and you should always base all of your marketing efforts on clearly measured data. I sucked you in again with my story, didn’t I?

To get to the boring but necessary part, measuring marketing efforts is important to gauge the success of your marketing campaigns. You need to track your key performance indicators (KPIs). 

They are one of the most important elements of any campaign, and without them, marketing teams wouldn't have a clear picture of whether their marketing strategy is a success.

Ok, but what to measure

This is kinda tricky. It always depends on the overall goal of your campaign. E.g., if you’re running an awareness campaign, you should measure the number of enquiries, growth in your social followers, engagement with your content, website visits, etc.

If you’re running a sales campaign, you should measure your leads, conversion, ROI, your general costs, and really just how you actually acquired that sale. This means that you also need to break down your channels, and measure their individual activities.

Key metrics to measure your marketing strategy

SHOW ME THE MONEY! Let’s be honest, it’s all about those crispies. So, measuring marketing effectiveness will always come down to costs. Here are some of the common KPIs you should measure for each of your campaigns, regardless of the type, channel or medium:

Return on Investment (ROI)

This bad boy measures the sales revenue a campaign brings on every dollarydoo spent. Let’s say you spend $1,000 on a campaign that ends up generating $5,000 in sales. So, your ROI is $4,000, which is 400%. Time to give yourself a pat on the back. 

Honestly, ROI is the best KPI to measure the effectiveness of marketing campaigns because it also measures the quality of the leads your campaigns generate.

Cost per Lead

Cost per Lead measures the cost-effectiveness of your marketing efforts. This time we’re focussing entirely on the leads generated by your marketing campaign (though not measuring the quality of the leads). 

Using my smashing example from above, let's say the $5,000 generated from five sales, so $1,000 profit per sales. With your $1,000 budget, the Cost per Win is $200 per sale. 

Now, the five sales resulted from 10 leads. With the same $1,000 budget, that is a cost of $100 per lead. Now, we’re really getting somewhere.

Conversion Rate

While I’m throwing around some numbers, we best look at the conversion rate as well. It is crucial to measure not just your overall website conversion but your individual marketing campaigns’, too.

For example, if this fabulous campaign brought in 1,000 visitors, from which you got those 10 leads, that means you have a 1% conversion rate. The conversion rate combined with bounce rate and other behaviour information reveals a great deal about the quality of traffic to the website.

Beware of vanity metrics

Are you still with me? Great. So, cool, we're looking at the traffic to your website. You’re getting visitors and leads, the numbers are going up and you’re super happy. “Look, we’re doing so well!”

Are we though? Measuring the number of visitors to your website, or the number of leads your campaign has generated is nothing more than looking at some vanity metrics. They are pretty, but a bit of an airhead. (For my lady readers, he’s a hunk but wipes his nose on his sleeve).

What do these metrics really tell us? Website traffic growth is good but we need to dig deeper. Are you getting the right type of visitors? 

Leads are certainly great, but are you getting the right type of qualified leads? The problem is that these metrics don’t accurately represent the effectiveness of your marketing efforts when it comes to reaching your specific business objectives.

So, say it after me: “Cost-related KPIs are my best friend!”. Or something like that.

Adjust your marketing strategy in real time

I also want to touch-base on something important before I let you go. This is a good one. Digital marketing allows us to measure campaign activities in real time. Meaning, whatever works in your campaign can be duplicated, amplified, sent to space, whatever. 

Similarly, whatever doesn’t work can be adjusted or eliminated for the best results. All you need to do is to set up processes and systems to encourage your marketing team to measure, evaluate and implement smack bang in the middle of your campaign for the greatest marketing outcome.

I still have the best Christmas memories

Relax, I’m not going to let you wander off without knowing what happened to our family Christmases.

Every year, our tree got wedged into its stand in a makeshift way, with my Dad standing next to it like the true hero that he was. 

My mum managed to roast the turkey to perfection, and hide the brussel sprouts among the rest of the veggies. I repeatedly impressed my cousins with my newly acquired festive vernacular. 

Most importantly, I’ve graduated into adulthood with the greatest lesson learnt, fake trees come with their own stands. No measuring required, falalalala lalalala.

Struggling with your data analysis and measurement? Don’t know how you should get going with it? Why not comment below with your enquiry or give us a buzz?

Everything to know about video content - whats best for your brand

Okay, so if you’ve read any of my other blog posts like ‘Lights, camera, action: Your visual marketing strategy’, or ‘How to bring your brand to life with video content’ then you’re already aware that video is the undisputed king of content for your brand. 

Despite knowing this, you might still have some questions, like “What sort of video will work best for my brand?’. Well, to answer this I’d need to know a bit more about your specific brand and more importantly your target audience. 

There are however a few categories of video content that are commonly utilised in the marketing sector that can help lift your game, so whilst I can’t say which will help you directly (without knowing your exact need) I can explain what effect each distinct type of video will have on your audience. 

Educational video

The most common (if not the first that comes to mind) is educational video content.

Educational video is massive on platforms like YouTube, or even when directly embedded into websites. Generally educational video is a longer form of content, with in-depth dives into topics such as how to use a product or the benefits of owning it. This content can generally be easily adapted to short form content for socials as well. 

Some examples of educational videos are; demonstration/instructional videos, explainer videos, corporate training videos, and Q&A videos. All of these videos serve the purpose of informing and instructing your audience. 

This type of content shows knowledge and authority as a brand, it displays to your audience that you are capable and trustworthy and should any issues arise they will feel more comfortable knowing that you are equipped to remedy them. 

Promotional 

Promotional video content does exactly what it says, it promotes your brand. Videos such as; brand films, highlight reels, product/service videos, and reviews or testimonials all fall under this category.

Without promotional content how are consumers supposed to know you exist? Promo video is all about showing what you offer and drawing audiences to your brand, creating engagement and growing your reach. 

Promotional content generally finds its way onto social media in some form, but it’s often utilised as part of a larger offering, eg; material for websites, comprehensive marketing campaigns, event summary packages, etc. Promotional video is also the type of video you would see on television, commonly referred to as TV ads. 

Promotional video is a call to action, it exposes your audience to your brand and shows them how they would benefit from your product or service. It is a tool for selling and high quality promotional video creates a feeling of authenticity and trustworthiness between your consumer and your brand, as they feel more inclined to purchase from you after seeing content that makes you look and feel professional. 

Entertainment

Generally speaking all content your brand publishes should aim to entertain, it does no good to have your audience falling asleep halfway through any of your marketing material but some content should be geared more towards sparking fun in your audience rather than trying to push a brand message. 

Evoking joy and humanising your brand is a massive part of today’s business to the consumer marketplace, people don’t like to buy from businesses anymore, people want to buy from people. Utilising video as a transparent medium to showcase a bit of the fun side of your brand is always going to benefit your bottom-line. 

Some examples of these entertainment pieces are; behind the scenes video, skits for socials or recurring social segments, vlogs, and once again brand films - depending on the messaging a brand film could fit more snugly in one category or another. 

These types of video offer your audience a chance to connect with your brand and the people who make it function. Often it is the entertaining videos that can help give your business that strong brand recall as consumers will enjoy and remember these videos even more than the promotional content you produce. 

Additionally, having a spokesperson or brand representative to ‘put a face to the brand’ can do a lot to help with your brand image and engage your audience with these types of videos.

But which type of video should I be using?

Combining all these various formats of video from the three categories above is a solid strategy. To start with, get some brand awareness with promotional video, maybe a brand film distributed via socials. 

Follow that up and grow your relationships with entertainment video such as behind the scenes to humanise your brand and strengthen the bond between you and your consumers. 

Finally ensure you have some how-to or tips and tricks videos to create some educational content and lend your business that extra authority and trustworthiness that consumers are looking for. 

This is just one suggestion of how to make different types of video content work for you, but the possible mashups of different forms of content are endless. 

Basically if you’re looking to grow brand awareness, focus on promo content like highlight reels, reviews and brand films. If you want to strengthen relationships with an existing audience, create entertaining content such as behind the scenes, vlogs or skits. 

If a more authoritative position is what you’re chasing then educational content like instructional or Q&A videos that show you know what you’re talking about is what you need. 

Knowing what type of video and the purpose it serves means you will know exactly how to engage and interact with your target audience, so using the knowledge of how different videos affect audiences is critical to utilising video as a tool in your brands marketing strategy. 

Want more? Come in and have a chat and we can help work out what types of video you can use to boost your business or I’ll see you in the next blog, until then adios amigos 😉

Why Graphic Design is Important for Your Business

As a person in the modern world, your face, style and your voice/intonation are the first impressions that can fascinate other people. Your business has a face as well, so you need to make it memorable and strong. 

Graphic design helps you to create a professional face for your brand, and also helps your brand to have efficient communication with your target audience.

While a picture may be worth the same as a thousand words, the added value of graphic design can be worth thousands of dollars and can increase the overall value of your business as such.

Just think about brands that have conquered their graphic design such as Apple, MacDonald’s, and Coca-Cola, to truly understand the power of design.

Every company today needs the services of a graphic designer, not only to create impressive marketing materials like brochures, stationery, websites, and social media designs but also to effectively and consistently communicate their messages to the target audience.

Let’s check out why graphic design is important for any business (including yours!) to expand brand reach and turn more profit.

First Impressions Matter

Graphic design helps any businesses to make a positive, lasting impression and stand out from the competition.

Having a professional brand identity is like dressing up to look presentable to consumers. Since graphic design solves problems through proper visual communication, the appropriate use of it will leave a great impression on consumers and convert them to your own devoted customers.

Remember, the first time a visitor interacts with your brand will set the tone for the rest of your business relationship.

Usually the first interaction comes in the form of visual marketing materials. It could be a flyer, your logo, a new landing page on your website, a poster, a social media post, or even your product packaging.

For example, when a customer hears about your brand for the first time, they are most likely going to do some research on your website before making a purchase. 

It is important to notice what your website says about your brand. Are there a number of bright, cheery colours with unreadable fonts? Or did you use professional design elements with your brand colour palette and fonts?

Maybe it is time to take a tour of your visual advertising and your website, and check the professional execution.

Visual Communication design is key

By using visual communication you can develop a creative process that combines the visual arts and technology to communicate ideas that transcends mere words and pictures. Getting your message across in a clear, concise way can be difficult with words alone.

Graphic elements can help to evoke emotions in your audience and provide stronger examples for your message.

According to the classic study by Microsoft, the average human has an 8-second attention span. 

The good news is, you can transfer your content and your ideas in a clear way to your audience with visual graphic elements, and still fit into that scary 8 seconds.

Types of visual communication include animated GIFs, print advertising, videos, pie charts, infographics, and slide deck presentations. 

Graphic design stuff should be relevant and high quality, so you need to have a professional graphic designer that can solve your business’ visual problems and efficiently communicate with your customers by images, fonts and elements.

Strengthens your brand

Can you think of a strong company or brand that doesn’t have a highly recognisable logo, colour palette or typeface? Not likely.

Branding is what other people think about your business, product, or your services and visual identity graphic design is a very important part of the branding process.

Graphic design can create a quickly identifiable face for your business that helps differentiate and promote your company, unless you don't have any competition in the city. Again, not likely.

Your company logo, colours, typeface, website and marketing materials establish an immediate impression of what your company is like. Is your company traditional or trendy, serious or fun, powerful or laid back, etc.?

The job of a professional graphic designer is to work with you to pull these visual elements together in a way that will positively highlight your brand and convey your desired business image.

Now that you know more about the benefits of graphic design, what are you waiting for? Let's catch up for a coffee with our creative crew and talk more about your business.

Meet the dream team: Email campaigns for your business

My guiltiest pleasure is Friends. I matured with them throughout the ‘noughties’ and I still binge watch the reruns at desperate times, armed to the teeth with snacks and my TV socks.

I always identified with Chandler. He was awkwardly funny with a complicated background, and a job no one could understand.

You say, cool, but how does this relate to email campaigns? Well, my brain works in mysterious ways. The key that immediately connected my dream team with email marketing is segmentation.

However, even before I go down that road, I feel that I need to reconnect you with email marketing. 

Many business owners ask the question, “Email marketing, is it still a thing? It feels like such an ancient method to connect with my customers.” 

Newsflash, according to Statista, the global e-mail marketing market was valued at $7.5 billion in 2020 and is projected to increase to $17.9 billion by 2027. 

Not to mention, it is a cost-effective way to reach a larger target audience while still keeping it personal. 

So, just like those people who keep harping on how Friends is so irrelevant today, you can back off because email marketing is where the big bucks are. You just need to lay down your foundation.

Segmentation

Do you know why Friends was so successful? Well, amongst other things, the show offered some strong personas people loved identifying with. From obsessive-compulsive Monica and goofy Chandler to ditzy Phoebe there was a character segment for everyone.

Same with your database. You need to find those strong characteristics within your contacts, so you can customise and personalise your content with the right key messages and BOOM your revenue can increase by 760%. Yep, that is the correct number.

Remember, some of your contacts may be at the consideration stage, some are at the research and compare phase, while some are ready to purchase. 

Some are local, some are interstate. Some really like a Thanksgiving leftover sandwich… You need to know all of this to make the most of your email marketing.

If you’re still not convinced and think “this is all a moo point”, I’ve got 6 more pretty good reasons why you need to get back on the email marketing bandwagon.

Generates web traffic

A solid email marketing strategy generates a healthy interest for people to click the link and jump over to your website where you can razzle-dazzle them with your products and services. 

Of course, you need to be a Joey. To create those crafty emails, you need a smashing subject line, like “How you doin’?” Then you better make sure you remember their names (automation, phew). 

You should display your natural charm through some captivating content that is consistent with your overall brand voice. 

Nothing gets a better response of ‘I wanna come over’ (click on your website link) than an American Italian with a great smile and… Wait, what? Never mind. Just nurture your audience.

Provides value to your audience 

One of my favourite TV moments is ‘Smelly Cat’. I mean who can forget Phoebe’s quirky delivery about that poor, stinky and mistreated feline?

I laughed countless times, shared memes and sang that ridiculous song. The damn thing provided me with endless entertainment value. It shouldn’t be different with your email campaigns.

Ok, you don’t have to go as far as rustling together a popcultural phenomenon but you do need to provide good value. You can do that through company updates, introducing new products and services.

You can solve problems for your customers. Make them learn something new or provide a case study of your success as a social proof. Just entertain and your audience will come back for more.

Improves SEO

Yes, emails can do this, too. Though this is not for the fainthearted. Just as Monica has 11 categories for her towels (fancy guest, anyone?) boosting your SEO through email marketing does also require a certain obsessive compulsive behaviour.

This kinda links back to my first point but email helps you boost your content and attract more site visitors. Additionally, you can use email to reach out to authority sites to earn backlinks. 

You can also reverse engineer your keywords just like Monica did with Phoebe’s ‘Nestle Toulouse’ cookies (cue my best French accent). Batch 33 definitely needed more cinnamon but if you’re lifting your email game just a little bit your SEO results will thank you for it.

Strengthens customer relationships

No doubt, Rachel (the hot one) was a shitty waitress. Too busy with her friends (and herself), she managed to neglect an entire generation of coffee lovers from series 1 to 3. That’s three years of not remembering a single order at Central Perk, my friends.

Since we don’t all have a Gunther in our lives to save the day (and our jobs), just by using my earth-shattering Friends analogy here, sending a shoddy email once in a blue moon won’t get you lifelong fans. 

You need to make more of an effort. Start that by getting to know them. Once you know which buttons to push, do that on a regular basis to the point your audience will expect your content and eventually respond (as long as you nail that call to action).

Cost effective ROI

While I never met anyone who would steal the decorative bouquet from the hotel lobby to compensate for the mini bar and (questionable) movie charges, Ross certainly understood how to make the most of his money. 

Who can forget his cop out on the furniture delivery charges? Pivot! Pivot! Pivoooot…. It’s my third best scene overall from the entire show.

Laughing aside, there is something to be said about reasonable savings. There are over 4 billion daily email users. 

Adding to that, more than 8 out of 10 people (maybe 9 but maybe 8.4, who knows) will open a welcome email, generating 4x as many opens and 10x as many clicks as other email types. 

According to Hubspot, “email generates $42 for every $1 spent, which is an astounding 4,200% ROI, making it one of the most effective options available.” So, yes, emails are your cheap but effective friends when it comes to marketing. Just ask Ross.

Improves sales

Of course I saved the best for last. Chandler, my awkward fun buddy. While no one really found out what he was even doing for work throughout the entire show, it was something to do with sales. Or numbers.

He was very good at it, too. After all, he financed Joey for 10 years, and bought a house in a good neighbourhood for Monica and the twins. Not bad for a transponster. (Ok, he was working in the field of statistical analysis and data reconfiguration, but I need to make this blog work). 

Same goes for your email efforts. If you follow the advice from above and segment your list, personalise the content, create added value by adding stuff such as free guides or e-books, and send your emails with good and consistent frequency, your sales figures will definitely improve. You may even purchase that pesky avocado on toast for brekkie. On a regular basis.

To bring it altogether

Just as Friends has entered the ‘evergreen’ status, so has email marketing. It is here to stay because it is a cost-effective and straight communication channel to your audiences. So, get on it.

Not sure how? How about you send me that welcome email? You have an 8.4% chance I’ll open it. Then the rest is email marketing history. 

Anything else you know about email marketing that I missed? Leave me a comment.

How to bring your brand to life with video content

As the ladies always say to me, your personality is your point of difference. I have often found myself described as having a big personality. 

Whether that’s a good thing or not I have yet to discover, but one thing is for sure, I know how to communicate it (generally with sit-com quotes and terrible karaoke renditions). 

Every business has a point of difference and a personality that aligns with their mission. The same is applicable for your brand. 

Finding the right way for you to communicate is a major player in business success and yes, if you want to then karaoke is a viable strategy here. 

If you aren’t one to stand up and belt out some Backstreet Boys like myself then let me champion another medium for your brand - video. 

Video is a surefire tool that can assist you in bringing your brand to life and showcasing what you’re all about, which ultimately is what your audience wants to see. 

Video is like the main vocals for your performance, carrying your message across to your audience and keeping them entertained while you do it. 

And so onto the main event - how does video bring your brand to life? 

The face behind the brand

Video is a transparent communication method, which means it cannot be greatly altered or changed in comparison to other types of media. 

This is a winning ticket for branding, because as we all know your vibe attracts your tribe, so utilising video to convey brand messages and your brand personality offers a window of transparency to your audience and builds trust. 

This communication transparency means that your brand communications are more likely to hit home with your intended audience, meaning that the individuals and groups you will attract to your brand are going to have personal values that compliment your brand values.

Building this community that shares similar beliefs and attitudes as your brand will lead to a more stable and successful business. 

Communicates your brand message

The greatest power of video is the ability to tell stories. They say a picture is worth a thousand words, and video is even more potent. Imagine the stories you could tell with thousands upon thousands of words at your disposal.

The biggest challenge associated with telling that story would be finding an audience committed enough to read the entire thing, but a visual medium like video eliminates that stress on the consumer by presenting that story in a time sensitive and engaging manner. 

This allows you to effectively distribute your desired communications to your audience without them having to read an essay on what you’re all about.

This is what makes video perfect for communicating your brand message, the ability to disclose things such as brand values, mission, goals, or service offerings in a powerful, time sensitive and honest way that audiences can engage with. 

Add value for your audience

Authenticity is one word I use when describing video marketing. Video feels authentic and makes it difficult to communicate anything but the truth, no hiding behind a keyboard or a still image. Your audience will see and appreciate this. 

Every time a member of your current audience opens a video communication from your brand they are going to feel rewarded and encouraged. 

Viewers in your wider audience will feel more persuaded to try your product or service or at the very least engage with your brand to a greater extent. 

This authenticity makes video communications feel like they are more targeted and specific for your audience, they feel that the content you provide for them is adding value to their lives.

In addition to this, it all comes back to video content being fulfilling and engaging. A viewer who spends five minutes watching a video promotion is going to feel more fulfilled than they would if they instead had to spend twenty minutes reading a text post which conveyed the same information. 

Alternatively, that individual may not even read all of the information presented to them in the text as it likely wouldn’t keep them engaged for that period of time. 

Strengthen relationships with your audience

Finally, the ability to cultivate and foster relationships with your audience is an integral part of what makes video content so effective. 

Humans are social creatures, we crave interaction and video allows brands and business owners to put themselves in a position where they can interact with a large number of individuals at any one time. 

Video allows an audience to see right into the soul of your business, no smoke and mirrors and no flashy sales tactics, just the meat of your meal. 

The transparent nature of video, the engaging and time sensitive means of communicating and the value added through authenticity all work together to create meaningful and fulfilling interactions for your audience. They help build a more intimate and trusting relationship. 

So, if you’re looking to create an environment and brand culture so infectious that your audience is hooked (and you aren’t prepared to give open-mic night a try), then video is the way to go. 

Get out there and get started. Your brand’s personality is going to be as unique as yours, so be sure to take every step possible to convey that to your audience. Remember, it's absolutely true, your vibe attracts your tribe.

Have you ever seen a video that stopped you in your tracks, wanting the same for your brand? Let us know in the comments.

How to make your website stand out from the crowd

First impressions count. Imagine you are going to the shops over the weekend to buy a fancy dress for a party. 

You can find many stores at your local plaza that sell lovely dresses. The question is, which storefront or window display will encourage you to walk in and buy your dream dress.

Love at first sight can only happen if the window design is stunning.

Of course, it’s just the first step. The seller's behaviour, price, how the dress fits your body, etc. are also important, but surely that initial look at the shop window got you inside in the first place.

Same goes for online shopping. Your website is your store. Whether you sell products or services your website needs to be stunning and inviting.

Today there are over a billion websites on the internet, and they are all trying to capture the attention of the customer. 

As a user, why should I click on your website link on Google instead of the million others?

There are a few things to consider when building a visually appealing website.

Don’t panic, those are not secrets. Let me share some tips with you on how to encourage your customers to visit and stay on your website.

What Makes a Good Website Visually Appealing?

There are five basic elements that need to be considered when designing a visually remarkable website. 

Colours are your identity

Colours catch the eye, and provide an instant layer of communication.The website’s colours should match with your brand identity colours. The best way to evoke user emotions is using effective colours. 

This is something to consider when choosing your brand’s colour palette. You need to pay attention to colour psychology. That means how colours impact human behaviour and emotion

You must also remember that your website should be easy to read, so avoid using too many bright colours.

Font is your intonation

The font you’re using on your website doesn’t necessarily have to match your brand or logo. Sometimes your brand font is not easy to read on the screen. So, make sure whatever font you’re choosing online is legible.

I do recommend to use two different types of fonts in your headers but keep your body font simple and easy to read.

No stock photos please

Avoid using stock photos from Google. You can use stock photos from websites like Freepik or Unsplash but many brands and websites are using those photos as well. 

Looking at exactly the same and boring images will not inspire your users. What is the solution? Hire a professional photographer and make your website visually unique and important. 

It’s not that expensive to hire a photographer to take pictures of your office, team and your products. Think about it as an investment with a high ROI.

Make it simple but significant

Keeping design simple allows for the “clean” look that people are looking for.  Do you like to go to a higgledy-piggledy, crowded and overwhelming store for shopping?

Your customers prefer finding their way around very easy and quick. 

Creating user-friendly websites with easy-to-understand navigation and page layout are what determine how users interact with the website.

Use a simple and clear menu, Add a ‘help desk’ feature of some sort and enough information to help your customers understand how to navigate your website. 

Your layout should focus on ease of use and ease of reading. Keep things simple and to the point.

​​Optimise your website for the mobile version

There are no excuses, your website must work well and look great on any platform. You don't know where your next user is coming from. Just a hint though, almost 60% of people browse on their mobile instead of a desktop.

Optimising your website for mobile and tablet will improve the user experience and it is helpful for your SEO rankings.

So, as you can see, these steps are simple and easy but when implementing you’ll get instant and improved results. 

Now, it’s your turn to help me improve my knowledge about customers’ online habits. What encourages you to stay on a website and escape another one? Happy to read your opinion in the comments box.