In the age of internet and multimedia connectivity, visual communication is gaining more and more prominence. In this scenario, companies of various sizes and sectors have invested in the area, due to the great impact on the target audience. That’s why we have separated five tips on what not to do with the visual communication of your brand.
Due to its attractiveness and engagement, visual communication should be very well thought out and, therefore, be part of broad planning and precise objectives. Developed efficiently and professionally, it is an excellent ally to increase sales, improve market positioning and convey values and missions. Otherwise it could turn into a catalyst for catastrophes, with the potential to sink campaigns and damage the strongest reputations.
1- Never start without well-defined goals
As mentioned above, visual communication should be part of well thought out planning that encompasses business goals. The greatest chance of making mistakes lies in the absence of a clear strategy. At a minimum, you need to know why you are doing it, who you are addressing it to, and how to perform the actions.
2- Don’t do it yourself
As we have seen, visual communication is very important for the positioning of a company. Therefore, those who do not have enough experience in the field should not try to design a brand or campaign on their own. The chances of giving off an unprofessional and amateur image is very high. Several factors count when producing a piece, such as size, color palette, image placement, and so on. People really noticed that.
3- Not having an identity manual
Not having an identity manual that communicates with the company’s products and services and represents business values is another quick way to sink a reputation. Brand recognition is closely linked to the visual and aesthetic standards it uses. Once again, professionalization is key to seriousness and consistency.
4 – Not adapting to different platforms
When considering the dissemination of a visual campaign, it is important to remember that it must be adapted to different platforms, especially digital ones, as each one has its own characteristics. People access the web through a variety of channels, such as smartphones, tablets, desktops, and notebooks.
Without the right extensions, quality, animations and colors, the visual application can be greatly distorted, which makes all communication impossible.
5- Not respecting the characteristics of each media
On the Internet, each media type has its way of communicating, its specific audience and its mode of interaction. Visual communication must understand and respect these characteristics, so as not to have the opposite effect as desired. LinkedIn, for example, does not communicate in the same way as Instagram.
In addition, the strategy should also converse to the type of content being served and the context in which it is being placed.
As you can see, there are several ways that can lead to an error when it comes to visual communication. It is best to always have the support and advice of someone who knows what you are doing, otherwise all the invested money may be going down the drain, along with the brand reputation. Leave your nephew’s help for another time and invest in a professional image.
By Thiago Eid
