How to Create Visual Content Your Audience Will Love

transcript

How to Create Content Your Audience Will LoveMichael Roach

What is an audience?

There are so many definitions.

Simple definition of an audience

- assembled group of spectators

Audience Development

- activity a business conducts to

attract, understand, and engage

groups of people

Why visual content?

● gives us options (ways to express complex topics/ideas)● complement to text● keeps audience stimulated● brain can process visual content faster than text● use stories to activate emotions and persuade

Best BuyUsage of color, text, and simplicity to persuade for the purchase of technology

Twitter Ad for Chromecast (Audio)

Hershey’s - “My Dad”Example of storytelling to activate and evoke emotions

YouTube - https://www.youtube.com/watch?v=x5jeP4Ftp0Q

Windows 10 - The future starts nowYouTube - https://www.youtube.com/watch?v=AFJ1a1D4hdo

Visual Content and the

Elements of Art

● Line● Shape● Forms● Space● Texture● Color

Principles of Graphic Design

Think C. R. A. P.

C - Contrast

R - Repetition

A - Alignment

P - Proximity

Color Psychology

● Color greatly influences human emotion and behavior.● You can use this to your advantage.● Reduce analytical thinking and evoke emotion.

Colors have meanings:

● white - purity, innocence, cleanliness (reflects light)● black - authority, power (gives a thinning effect in fashion)● red - love, passion, action, energy● blue - calming, peace, tranquility (sky, ocean)● pink - appreciation, thanks, grace, compassion, love, friendship

Colors have meanings:

● green - calming, nature, growth, refreshing, relaxing● purple - royalty, luxury, wealth, sophistication, romance, feminine● yellow - attention-getter, optimism● brown - friendship, family, home (abundant in nature, color of earth)

To create visual content your audience will love, you need to be aware of trends.

Current Trends (Color)

Source: Pantone.com - Pantone’s Top 10 Colors of Spring 2016

Current Trends (Design)

Modern-Retro lookSource: Canva “The 9 Graphic Design Trends You Need to Be Aware of In 2016”

Current Trends (Design)

Geometric Shapes, PolygonsSource: Canva “The 9 Graphic Design Trends You Need to Be Aware of In 2016”

Tools to Create Visual Content

● Adobe Creative Cloud (Photoshop, Illustrator, etc.)● Canva.com● Pixlr.com● Gimp● Sumopaint

Resources to Create Visual Content

● Unsplash (Free)● Shutterstock (Paid)● iStockPhoto/Getty Images/Offset (Paid)● Pond5 (Paid and Public Domain)● Envato Marketplace (Paid)

Options to purchase stock photos, video footage, illustrations, or templates one at a time, or by subscription. Feel free to use these sites for research or inspiration.

Final thoughts...

● Try not to do everything yourself, partner with a creative (designer, videographer, editor, etc.)

● Ask others you trust for feedback● Test often, measure results of attempts to engage your audience● Devise a plan to work smarter so you can grow your audience (at scale)

Thank you

Reach out: mlr.roach@gmail.commichaelroachcreative.com

Social: Twitter: @mr0ach Linkedin: https://www.linkedin.com/in/mlroach

How to Create Visual Content Your Audience Will Love

Marketing