post tag icon Marketing
27 / 04 / 17

Looks Matter: Aesthetics in social media marketing

Scroll through virtually any website these days and you’ll be bombarded with a plethora of beautiful, sleek images. From website designs that are clean and cool to an Instagram account crafting a rustic-yet-idyllic theme, when it comes to modern social media marketing, looks matter more than ever.

With the rapid pace of the modern web, it’s not surprising that companies and leaders in social media and the web are leaning more towards simplistic images to catch people’s eye in an already crowded web space.

Everything moves faster, and people want an image that makes them pause – that’s where the importance of strong aesthetics comes in.


Most companies will have a set colour palette that they use in all their design and artwork. This usually consists of a dominant or base colour, an accent colour, and complimentary neutrals.

What you’re looking for is a colour scheme that is harmonious; it should be an ideal blend of colours that showcase who you are and all your best work. Having a strong colour palette sets you up for creating unique and beautiful designs that use a combination of colours in all sorts of ways.

Whether you opt for soft neutrals and pastels, or something brighter and bolder, always think about what kind of impression you want to project. It’s worth researching colour association too, to see how different colours elicit certain feelings and emotions for people.

A good rule when choosing a colour palette is that you should be able to pick any colours in the selection and they work together regardless.

Below are a few examples of how different colour palettes work together:

Credit: ColorCombo

Images and Visuals

It’s been proven over and over that using a visual on your social media or web presence boosts visitor engagement and retention massively. Whether that’s a photo, a graphic, an animation, a video, or a gif, having something for people to engage with hugely increases people both seeing and engaging with your online media.

Understand what images you think best reflect your business practices and ethos. You may love gifs of cats, but do your customers/target audience? Link it back to what you want to project as your impression to potential customers.

Vary your visuals and keep things fresh. If you’re selling a product show examples of your current work or sneak peeks of products. If it’s a service, get some video clips of the service in progress; you can put these out as they are or turn them into gifs for easier internet access.

Tie your branding in with minimalistic logo stamps or animated title cards for videos – it leaves a good impression on visitors and potential customers.

The importance of high-quality images is paramount in a world where almost everyone can be a photographer if they have access to a smartphone and an editing app. Don’t settle for low-quality images; always try and get something that’s well lit and sharp.

You want to reflect your brand well, and a grainy phone photo just doesn’t do that. Either use a good quality smartphone or get yourself a DSLR camera for crisp, professional looking photos.

Don’t be afraid to be quirky though! If a gif or a meme fits in with your brand, go ahead and use it. It shows you’re keeping up with current trends and embrace topics of the moment, and can help you stand out from the crowd as being more fun and approachable.

What new brand identity could be around the corner for you? Credit: Pexels

Brand Identity

Remember, only you have your branding and the depth of understanding of exactly what you offer.

Make the most of this inside knowledge and turn it into some great aesthetic designs and visuals to show customers exactly what your brand offers.

When people see the level of effort and care that’s gone into making something look amazing, it builds a sense of trust and you’re demonstrating how much effort you can provide to them too.

Formation are proven in excellence at rebranding and establishing brand identity. Find out more about our services and what we can do to help your brand advance.

Written by Formation Formation