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Design for Social Media

This presentation was given by Mohammad Hijazi during Beirut Design Week 2013.

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Design for Social Media

  1. 1. Design forSocial MediaMohammad Hijazi | @mhijazi#BeirutDW
  2. 2. Quality Matters
  3. 3. Visuals make a difference
  4. 4. Original Images• Images are a great way to emotionally connectyour audience. When you use photos, always aim tomake them original and true to your brand.• People tend to react well to pictures of "real"people, but we distance ourselves from stock photosbecause they are associated with advertising and spam.Clean, simple images from a decent cameraare best.• If you are going to overlay text on the image, shoot withthis in mind, so compose your image to incorporatewhite space.
  5. 5. Original Images• Always keep consistency with youridentity and branding.• When you create your own images, always includeyour logo. This shows its your original image andincreases brand awareness.
  6. 6. Original Images
  7. 7. Keep It Relevant• Something many brands do is post images ofirrelevant content for the sake of likes. All yourimages should deliver your brandmessage and hopefully have your own uniquestyle.• The most highly engaging graphics have a soundstrategy behind them and arent just jumping on the"cute animal pics" bandwagon for the sake of it.• Choose your words and colors carefully and youllbe rewarded by your community.
  8. 8. Keep It Relevant
  9. 9. Know Your Target Group• People engage with brand pages to express theiropinions and individuality, and if you understandyour users, you can use that information to makecontent that they will relate to, and ifits clever, share as a statement.
  10. 10. Cover Photos• Cover photos are the new Facebook Wall (at leastas far as attention goes).• Everyone will notice your cover photo. Its largerthan anything else and at the top of the page for areason, and 100% of viewers looked at it.• Only 65% to 92% of viewers noticed profile photoson Brand Pages.• Cover photos with faces attract the most attention.
  11. 11. The Importance Of Color• When selecting the colors to use in your graphic, alwaysconsider your target audience.• Its important to select colors to stand out, while stayingon brand.• It’s a good idea to choose colors that differ from theFacebook-blue to draw more attention to the image.• Its a great idea to color pick from your logo and image, ifyoure using one.• Consider the general psychology of color theory. Forexample, studies show that both men and women tend toreally like blue and dislike brown.
  12. 12. Choose The Right Font• When choosing your font, its essential to stayconsistent with your branding and identity.• Examples of places you can source free fonts fordownload are:• FontSquirrel.com• Google.com/WebFonts• DaFont.com.• When placing text, add a comment or question thatencourages users to interact and add comments oftheir own.
  13. 13. Keep Up To Date WithGraphic Dimensions• Keep in mind that these are constantly changing aseach site updates their layouts, so its a good idea toregularly check for new dimensions.• Always remember to resize your images for socialmedia.• When people aren’t in front of a computer, they’re infront of a smartphone or tablet. The larger the photoand the greater the resolution, the longer it takes toprocess.
  14. 14. Keep Up To Date WithGraphic Dimensions
  15. 15. Keep Up To Date WithGraphic Dimensions
  16. 16. Keep Up To Date WithGraphic Dimensions
  17. 17. Keep Up To Date WithGraphic Dimensions
  18. 18. Keep Up To Date WithGraphic Dimensions
  19. 19. Keep Up To Date WithGraphic Dimensions
  20. 20. Keep Up To Date WithGraphic Dimensions
  21. 21. Facebook GuidelinesFor cover photos:• All covers are public. This means that anyone who visitsyour Page will be able to see your cover.• Covers can’t be deceptive, misleading, or infringe onanyone else’s copyright.• You may not encourage people to upload your cover totheir personal timelines.• Covers may not include images with more than 20% text.Use the grid tool to identify the % of text in your photo:https://www.facebook.com/ads/tools/text_overlay
  22. 22. Facebook GuidelinesText in Images:• Images in your ads, sponsored stories and cover photofor your Page may not include more than 20% text in theimage.• Using images with minimal text makes your contentengaging and ensures that people only see high qualitycontent in News Feed.• Allowed in the 20% text policy:• Pictures of products that include text on the actual product• Photos of products in real situations or photos of productswith a background
  23. 23. Infographics are in!• Infographics arevisualrepresentations ofinformation, data orknowledge intendedto present complexinformation quicklyand clearly. Userslove them andthey’re shared oftenon social sites.
  24. 24. Tools to create infographics1. Piktochart(pictochart.com)2. Easel.ly3. Infogr.am4. Visual.ly5. Tableau(tableausoftware.com)
  25. 25. Add Text to Your Photos• Do you want to get moremileage out of the photosyou share on your socialsites? You can, when you addtext to your images.• Adding text to a photo canhelp you get your messageacross faster. And thesemessages are more likely tobe shared by others on socialmedia.
  26. 26. Create a Collage• When you have several greatimages to choose from and can’tdecide, why not create a collage?• Collages communicate a numberof brand messages and offer asimple yet effective way toengage users.• Think about your different socialmedia outlets and see if thereare places where a collagewould work well for you.
  27. 27. How-to Images• Photos are a powerful wayto show your readers a step-by-step guide on how tocarry out specific tasks.• Users respond well whenyou show how to carry out atask that may otherwiseseem complex to them, evenwith simple screenshots.
  28. 28. User-Generated Content• User-generatedcontent (UGC) coversa range of mediacontent.• How can you solicitcreative ways forusers to submitphotos of them usingyour products orservices?
  29. 29. Design Templates• Before you start creatinga social media graphicfrom scratch, set upseveral templates forfuture use.• Add a border or a simplebackground. Includeyour logo or webaddress. Be sure to useexisting brand colors,themes, images orother graphic elements.
  30. 30. Optimize Images for UserExperience• High Quality. People will be more likely to spendadditional time on an image that is high quality in termsof composition and image resolution.• Maintain Relevancy. It is even more essential that yourimagery is relevant for your audience. An image that isdisconnected from the text will put people off and theywill be discouraged to visit again. An example would bea photo of a cute dog sleeping when your article is aboutlove for cats, or their rocky relationship with theirboyfriend.• Don’t Make Them Work Too Hard. While somejournalists or PR representatives may lean toward usingabstract images, it is important to always keep the enduser in mind. An abstract image may be interesting tolook at but does it really help you sell your story?
  31. 31. Optimize Image Sizes• The time a page takes to load is something everydesigner worries about, or at least is something thatevery designer should worry about.• It doesn’t matter if the layout is nice and beautiful if itdoesn’t function properly. Since images can bepretty heavy, this is certainly an issue to keep an eyeon.
  32. 32. Image Optimization Tools• TinyPng.org• TinyPNG uses smart lossy compression techniques toreduce the file size of your PNG files.
  33. 33. Image Optimization Tools• ImageOptim.com• ImageOptim optimizes images — so they take up lessdisk space and load faster — by finding bestcompression parameters and by removingunnecessary comments and color profiles. It handlesPNG, JPEG and GIF animations.
  34. 34. Image Optimization Tools• Smush.it• Smush.it uses optimization techniques specific toimage format to remove unnecessary bytes fromimage files.
  35. 35. Good Examples ofDesign for SocialMedia
  36. 36. Heinekin• A very simple, but creative wall image fromHeineken shows a green bottle on the left, a pint onthe right with white space in the middle to create aclever Irish flag.
  37. 37. Oreo
  38. 38. Subway• A great way of showing of yourproduct is to create a shape orimage using your product. Here,Subway cleverly built a rainbowout of their sandwich fillings.
  39. 39. McDonald’s• Heres a similar example in which McDonaldscreated the text "Hot nSpicy", to describe theproduct by building the words from the chillies!
  40. 40. Clarks Shoes• Again, Clarks shoes have ingeniously created aflower from its product for Mothers Day. Also worthnoting is its consistent branding and font as well asthe use of white space in the graphic.
  41. 41. Bulmers• Another method that brands useto engage their fans is by creatingsimple but engaging gamegraphics. In this example, Bulmersselected this beautiful productimage and altered one of them fora Spot the Difference game. Anidea like this ensures retaining fanattention as they try to completethe task.
  42. 42. Fairy• A similar idea herewhere Fairycreated a maze inwhich the user hasto figure out whichroute leads to theFairy pack. A verystraightforwardidea, but theexcellent use ofbranding and colorand time spentlooking at it willhelp enormously inincreasing brandawareness.
  43. 43. Nike• Many brands also go downthe route of posting nicelydesigned quotes.• Here, Nike remainconsistent with its brandauthenticity with its fontchoice and colors. As itssuch a well-known brand,even without the logobelow, its likely that youcould guess what brand itis.
  44. 44. The Body Shop• Again, staying consistentwith its identity through theuse of font and colorchoices, The Body Shopcreated a simple inspiringquote with its logo takingprime place below.
  45. 45. Domino’s Pizza• Another excellent way toengage your audience is toask a question. Here,Dominos create a greatgraphic with a question.The background texturelooks like a pizza box andthe colors used are verymuch in keeping with itsbranding, as well as thesubtle logo in the corner.
  46. 46. Malibu• A great way to overlay textnicely on an image is toblur out your photo. Here,Malibu created a beautifulgraphic, again posing aquestion, with a greatcomposition of theelements. The colours inthe photo are againcomplementing its logowhile creating that warmrelaxed Caribbean vibeemanated from itsadvertising.
  47. 47. Red Bull• One of the top goals for a greatlanding tab is to get people to likeyour fan page. Here, Red Bulluses a combination of drawingattention to the Like button withthe promise of unveiling hiddenvideo content. It certainly hasworked for them and their 25+million fans!
  48. 48. Disney’s Pixar
  49. 49. Coca Cola
  50. 50. Nissan
  51. 51. Questions?Thank you!
  52. 52. Sources• The ridiculously exhaustive social media dimensions blueprint[Infographic], TentSocial. http://j.mp/19izqJs• How to Design Amazing Images For Your Social Media Profiles. SimplyZesty. http://j.mp/15wPkZr• Graphic Design + Social Media. Erica Bogdan. http://j.mp/15wQV1p• Text in Images. Facebook. http://j.mp/1aGh1ob• Essential Graphic Design for Social Media Managers: An Introduction.Adobe. http://j.mp/19iDzgI• 10 Tools for Creating Infographics and Visualizations. The Moz Blog.http://j.mp/12YiULr• Facebook Timeline Changed the Way We See Brand Pages; Heres How.Mashable. http://j.mp/19iHf1U• 26 Ways to Use Visuals in Your Social Media Marketing. SocialMediaExaminer. http://j.mp/12k5zGU• 3 Ways to Optimize Images: Search, Social Media & User Experience.Top Rank. http://j.mp/17wPqXG• On Image Overload? Try These 4 Easy Steps to Create Social MediaGraphics. The Daily Egg. http://j.mp/12k5LWH• Facebook Timeline Cover: 40 (Really) Creative Examples. Hongkiat.com.http://j.mp/1aHbJsw