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Designing aesthetically pleasing Instagram campaigns

November 27, 2020

With the average person seeing between 6 000- 10 000 ads per day, and Instagram being a visual medium, the design of your campaign matters. 

From the colour scheme to the fonts, and everything in between, these are all crucial elements when designing your campaign.

So, where should you begin?

Your target audience:

Understanding who your target audience is and the goal/s of your campaign is essential when creating a memorable campaign. Campaigns marketing a new product, and campaigns trying to increase brand awareness will visually look very different. As will visual marketing campaigns for 16-year-old girls as opposed to 40-year-old men. So this is the first step when considering the visual design of your campaign.

Your big idea

Every campaign must have a great idea behind it to compete with the sea of advertising out there. For example, you may want your design to look like scrapbooking, or you might want it to play on something you’ve seen in the media. 

Coming up with a strong idea early on in the process will save time and ensure everybody is on the same page to create a cohesive campaign. 

If you’re struggling to come up with ideas, make sure to check out what is trending on Instagram, Pinterest, and the media, which would appeal to your target audience. You could also grab inspiration from other advertising campaigns (but make sure you are improving/adding your own ideas to these campaigns.)

Create a look book

Once you’ve decided on your creative concept/theme it’s time to put some ideas on paper in terms of how your campaign should look visually. You could create this digitally, or the old-fashioned way, with paper, pen, and cardboard cut-outs. You can take inspiration from many places and pick and choose what you like. Remember not to copy other’s designs, but take what you need to create something unique. Pinterest is a fantastic place to look for inspiration, and Canva is a great tool to create your lookbook.

Picking your colour palette, font, and other assets

Now we’re up to the fun part, designing! You must choose your colour palette and fonts carefully in order to appeal to your audience and marry with your key messaging. For some inspiration on colour palettes, check out Coolors, and for a library of fonts you can buy, check out Dafont.

If you already have a colour palette for your brand then it’s a good idea to stick with these colours, although you may want to refresh your look by adding a new colour. The same goes for using your brand font, although you may want to add in a new font now and again to add some sparkle to your campaign.

Putting it all together

Once you’ve decided on your digital assets and shot your campaign, it’s now time to put it all together! For a simple and cheap/free software, I would recommend Canva. Otherwise, there are a lot of apps and platforms that offer free/cheap and beautiful templates to use. If you want to create everything from scratch, then Photoshop and Indesign are also great software to have. 

Laying it out

Now is the last step before you execute your social campaign, the layout! Using an app such as Later, or Unum, you can layout all images in your campaign and move pieces around until you’re comfortable with the look of it. This is an important last step that will ensure that the whole jigsaw puzzle fits together as beautifully as possible.

To check out some ideas for how to create Instagram content, check out this article.

So there you have it, the most important steps when it comes to designing your Instagram campaigns. Now you have the tools you can break through the thousands of advertisements we see daily to resonate with your target audience. Now go forth and create!

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