Visual repetition creates recognition and familiarity, and that builds trust. It’s why you have a logo, why you use certain colors, and why you are consistent in your font choices and messaging. Your customers have learned what to expect from you.
Let’s talk about taking that concept into your holiday advertising! Here’s how:
Start with a little disruption to what they expect to get them to stop scrolling. Do that by creating a event image or logo (using a tool like Canva) specific to your event or sale, and use it in your social media profile image. Make it something NEW but still tied to your branding.
Then blast that image all over. You can add in Instagram posts, a Facebook event image, whatever you need – just make sure each one is sized right so it looks fantastic on desktop and mobile.
Use that image or logo across all of your marketing platforms – social media, flyers, print ads, web ads… all of it.
Using that image consistently and repetitively reminds your customers again and again that this BIG THING is happening and they should come check it out!
Example of social media holiday marketing
Here’s an example. Below, you’ll see I took this coffee shop logo and jingled it up for the holidays.
Then I created a Facebook profile image and Facebook cover image for the sale.
You can create any kind of assets for whichever social media you are most active on.
You can also create a .png file to place on images related to the event, carrying that imagery even further!
Of course, you can do all this yourself using online tools like Canva or PicMonkey. If you’re short on time, check in with me. I just might have some ideas to add some sparkle to your holiday marketing!
I’m sitting in my office, looking out at the leaves, admiring them as they transition from green to gold. Fall is officially here, and there is so much to love! Minnesotans love the cool, crisp air, the apples, the explosion of color, but most of all, the absence of mosquitoes.
This fall is especially exciting for me, because it marks big change for Blue Sun Designs. Since January of 2018, Blue Sun has been my side-gig. My creative outlet. A way for me to learn and grow outside of a classroom.
Blue Sun Designs is changing today.
Starting today, Blue Sun has dropped the “side-” designation and has become my gig! This is a DREAM for me. To be able to use my gifts and talents to help you and have that be my sole professional purpose is beyond amazing. It is possible because of YOUR support, your encouragement, and your investment in my company. Thank you.
With this new full-time status, you will see some things changing over the coming months:
Most importantly, I will be able to serve you better. No more squeezing in meetings when I can; meetings will be when they’re convenient for you. I’ll be able to respond to you faster, and turnaround time on projects will be quicker. You will feel this shift immediately.
Focusing my energy will give me the space to be more creative and better able to solve your communication needs.
You’ll see an increase in visibility. I am so looking forward to attending community events, volunteering, and being more visible on social media. I will have more of myself to give to our community and you.
The Get Out brand of adventure tees and products will be refocused and reworked. I am BEYOND excited about what’s to come with that. Details to come.
There will also be so much happening behind the scenes that you won’t see, but will definitely affect how I can help you.
With all this change, there are some things that will remain constant:
Commitment to quality. I have built this business on my commitment to providing you with clean designs that communicate your story clearly. I remain focused on creating well-written and grammatically correct content for your projects. I will always use high quality printers, papers, and other materials in production.
Personal connection. You need a designer who understands your organization and your vision. I will always communicate frequently throughout the design process to ensure we’re on the same page and work to build our relationship so as we move forward, projects require less input and work from you.
Environmental responsibility. This one is big. Now, more than ever, our Earth needs us to commit to doing our best. I choose printers that use plant-based inks, ship with minimal packaging and eco-friendly products, and donate a portion of all revenue to reputable environmental organizations.
Just like I needed your help to get here, I need your help in launching this new chapter in Blue Sun Designs’ story.
Once again, back to school time has me thinking about forms. I wrote about forms this time last year too… about how they’re a reflection of your organization, they speak volumes about how you care for your customers, and they can make your job easier if done right. So, let’s talk about how to do it right .
First, let’s define usability. Usability is the idea that your USER can navigate and complete the form efficiently and effectively. It is not about YOU. It’s about your customer. So, the first tip for creating a form or document is…
always think about the user and their experience with the document…
…and not just how quickly you can get this thing done and off your desk.
When you design a form, you want to define the process for the user. You want to be sure your user knows what steps they need to follow, and in what order. Here are some basic tips:
Use font size, bold text, or underlines to define headings for your sections, and keep them consistent. Use multiple levels of headings, if necessary.
Define form sections on the page by using white space between sections and indents from the left margin. Make sure subsections are defined as well.
Be sure that the parts the user has to fill out are clearly defined from the informational/instructional text. Use arrows, space, lines or other markers to make it easy for the user to find the parts they need to complete so you don’t have to follow up with them later to get the missing information.
use white space
If there is one thing I hope you take away from this post, it’s to increase the empty space on the page. White space allows the user room to breathe and makes your form less intimidating. Here are some ways to make room:
Reduce your informational text. I know your instructions are important, but see if you can provide that information in fewer words. (You probably can.)
Use lists and columns instead of long, wide paragraphs.
Rethink and update the information you’re asking for. (Do you really need a fax number? Will you ever use it?)
Eliminate redundancy. Do you always use the same forms together? Then combine them. Take out the redundant questions – saves you space and your users don’t have to fill out the basic “name/date/address/phone/email” information multiple times.
Add another page if you have to. I know, it’s so much better to have everything on one page, but don’t sacrifice usability for convenience. (If using paper forms, consider printing front-to-back to save on resources.)
Side note: Give them enough space to write. This is partly a white space thing, but also just a legibility and usability thing. If the user has to write tiny to fit their answer in, you have to try to read tiny writing. And if they get frustrated, that tiny writing will get less legible. It’s human nature.
Using basic word processing software like Microsoft Word is an easy way to get started, and it can work as the finished product if you’re using them as paper forms. However, if people are going to be using the form electronically, you will want to consider a few things:
Use text boxes rather than just typing in the document to help avoid formatting issues.
If you’re using Word, use the Insert/Shapes/Line function to draw your “fill-in” spaces rather than using repeated underscores. This will allow your user to type in the form without ____breaking up____________ and shifting the line. (Hint: hold the SHIFT key while you’re drawing your line to keep it level.)
Word does have the capability of inserting clickable checkboxes, drop-downs, and other controlled content through the Developer tab. (If the Developer tab is not visible, you can add it to the menu “ribbon” at the top of your page by going to File/Options/Customize Ribbon.)
Remember that MS Word (and other word processing software) is not really designed for creating forms, especially when used at its most basic level. That’s why the frustrating shifts of content happen when you go back and type in your finished form.
Consider using a PDF writer to turn your Word form into a PDF form users can type in. You can choose what they’re able to edit and where they’re able to type. I use Adobe Acrobat, and it does a fairly good job of automating the process of turning your original document into a typeable form. (FYI: Acrobat is not free software.)
Another option for creating forms is Microsoft Publisher. If you’re a comfortable Word user, you’ll recognize the functions within Publisher and hit the ground running fairly quickly. You’ll be able to more easily place text, images, and spaces on the page wherever you want without things “randomly” shifting on you. However, you will need to save the finished product as a PDF for distribution, and if you want users to be able to type in it, we’re looking at Acrobat or similar software again.
Creating visually appealing and usable forms takes time and thought beyond just typing in a blank document. You’ll be rewarded for your time when you have happy customers and fully completed forms that require no follow up for missing information!
..:: Feel free to contact me with any questions you might have as you’re working on your next form/document. I’m happy to help! ::..
For 12 years, a young lady in our town hosted “Lauren’s Treat Stand” – an annual bake sale held on the first Saturday in June. It benefits the BackPack Food Program, which is a local non-profit that sends meals home with elementary students on Fridays so they don’t go hungry over the weekend. Through the treat stand, Lauren has donated almost $20,000 to help fill hungry tummies! That is amazing! Lauren is now graduating from high school, so she is passing the torch (or more literally, the rainbow umbrella) to another aspiring leader.
Jade’s Treat Stand debuts on June 1, 2019, and her mom reached out to ask me to help with the marketing. Let’s walk through the process of building the event marketing from the ground up!
it starts with a logo
While we wanted to create Jade’s own “brand”, carrying forward the tradition and history of the fundraiser are important – not only to make sure that Lauren’s incredible contributions are recognized, but also to capitalize on customer recognition of the event. So the rainbow umbrella stays, and the name “Generous-organizer‘s Treat Stand” stays – not just with Jade, but also when she passes the event on to someone else in a few years. But how can we make this JADE’S Treat Stand for now?
I drew the the rainbow umbrella and “treat stand” image to keep tradition, incorporated a light teal/mint color and drew Jade’s pup Bailey, then left plenty of space to grow and modify as the event continues to change hands. We created a logo that nods to the past but also looks ahead to the future!
building for the future
From there, we created business cards. We decided to leave the date off and really dial in on “The First Saturday in June” so customers would know when to expect this event – not just in 2019, but EVERY year. Also, printing a larger run of cards that can be used in future years decreases the per-card cost, and allows us to maximize the donation to BackPack by minimizing expenses.
The plan is to continue to use the poster design each year as well, with just the modifications to the date, sponsors, and new photo of the event host. This will continue the visual identity of the event from year to year.
The event banner is just basic information with no date – it will be used as a sign for customers to identify the actual treat stand location. Keeping specifics off means the banner can be used for a few years.
relying on social influence
From there, we created a Facebook page and named it Jade’s Treat Stand, but intentionally gave it the more generic link/address www.facebook.com/MankatoTreatStand for a seamless hand-off in a few years. A Facebook page will collect her fans in one place, and they will get notified when the event is coming each year.
Of course, we created the Facebook Event as well. Facebook now allows you to add Event Sponsors, which is a great tool. We can add the businesses that are sponsoring her event, and by doing so, it adds the Event to those businesses’ Facebook pages. So not only are we giving them recognition for their contribution and connecting Jade’s customers with them, but it’s expanding the event’s reach to those businesses’ customers too!
The Page Profile Photo, Page Cover Photo, and Event Cover Photo all contain the same imagery; again, for consistency and to build that recognition with her customers.
Side note: We didn’t create an Instagram page because we are being mindful of the amount of time/energy that is going in to this marketing plan, but I did size some images for Instagram so Jade and her mom can share the event information on their own Instagram pages.
The goal here was to create fun, simple marketing that catches the eye and lays groundwork for the years ahead. We put in a lot of work this year creating the logo, document layouts, and social media; but, because of the way we set it all up, the workload will be significantly reduced in future years. (Work smarter, not harder, as they say!)
And of course, we want it to lead to the big dollars needed to fill those hungry tummies!
-Roland Nord, 2010 (and probably a million times before & since then)
Roland was one of my professors in grad school – my favorite, if I’m being honest. If there is one statement that stuck with me since being in his courses, it’s that one. I quote it often and in almost every aspect of my life, but here I’m talking about your marketing and a simple change you can make to increase your brand’s consistency.
Consistency in your marketing creates recognition. Using the same colors, the same fonts, and the same feeling in your advertising, social media, and documents helps your customers become familiar with your brand. Familiarity is comforting, and humans gravitate toward what is comfortable.
Consistency in your marketing creates recognition.
The visual look of your communications is as much a part of your brand as your logo. If you’re using whatever font you feel like that particular day when creating a new document or advertisement, that underlying branding message from your organization becomes choppy. If you consistently choose the same font(s) and colors, your separate pieces flow together as though they were all created at the same time.
Of course, a graphic designer can help you define a direction and create a style sheet (such as the one pictured below) with a color palette and paired fonts as a part of a brand design. That can be important as you grow, expand your reach, and create more advertising for your business, but it’s not always necessary as you’re just starting out.
The visual look of your communications is as much a part of your brand as your logo.
If you’re just starting out or if you’re just trying to create some consistency in your day-to-day business communications, start by using the same font for your communications. Here are some tips:
Choose a single font for now. One that came in your word processing software is just fine; choose one that has a variety of weights (regular, bold, italic) so you can create headings, subheadings, and body text.
If you are looking for a resource for free fonts, Google Fonts, DaFont, and FontSquirrel are great options. Just be sure to use a font that is licensed for commercial use and you read the fine print before you put it to use.
Make sure the font you choose is clean and easy to read. There are a lot of fun fonts out there, and you might like a lot of them, but keep your focus on what you would want to read if you were given the document you’re creating. Stay away from cutesy or decorative fonts. They have their purpose, but it isn’t here. Here you want to stick with the basics.
Consider your audience – do you need to be more formal, or is more casual ok? If more formal, maybe you will want to choose a serif font (these are the fonts with the small lines at the tops and bottoms of the characters such as Times New Roman, Georgia, or Garamond). If you can be more casual, or if the communication will mostly be read on a screen, a sans serif font would be a good choice (these are the fonts with no small lines, such as Arial or Verdana).
Be consistent. Use it in all email communications, new documents (both internal and for your customers), and wherever else you can. Make sure your employees know to use it in their communications as well.
Bottom line: don’t stress too much about choosing a font for your organization’s communications. As you grow, you can hire a designer to really dial it in and find a font family or pairing of fonts that speak to your customers and represents your brand’s personality. For now, just make sure what you choose is easy to read and you use it consistently.
..:: What do you think? Will you be applying any of these tips in your business? ::..