Designing your seasonal social media campaign

WRITTEN BY: ALISON JOSHI, FOUNDER AND CREATIVE DIRECTOR OF JWJ DESIGN

The festive season is well and truly upon us and it’s a great time to market yourself online; with seasonal discounts, the promise of January sales or just some festive greetings. 

More and more businesses are using Canva to create their own visuals rather than outsource to a designer or design studio. According to www.lexology.com there are “over 55 million monthly active users” of Canva “and used in more than 190 countries.”

That is a lot of people, (who probably are not designers) using Canva! 

Christmas card design

 

Whilst the app has given many small businesses the power to generate eye-catching social media posts I see common mistakes made by businesses that can actually harm the visual image they are presenting to their target market. 

You may have found that when creating your visuals you just can’t get the layout right; the font choice doesn’t seem to work, or the balance of type and image just doesn’t quite have the cut-through you envisaged. And you just can’t quite work out what to do to fix it. 

As a trained graphic designer with over 20+ years of industry experience, I’ve learnt how to get balance with type and image, and when to quickly dismiss an idea or layout that I know won’t work without wasting too much time. 

Some of these tips below might help give your visuals the boost they need to stop users scrolling past.

 

Top 5 tips when using Canva for your seasonal social media campaign:

 

1:  Unless red and green is in your brand colour palette avoid using it for your Christmas or any seasonal campaign. 

If you think of the different supermarkets here in the UK you will notice that no matter the seasonal campaign they will still keep to their brand colour palette, they don’t start adding red in to their visuals to make it look more ‘Christmassy’. As a small business your colour palette should be set in stone to help with brand recognition. If you start adding red or green to make it look more seasonal you are mixing up messages and watering down your brand image. 

 

2.  Add a seasonal font. 

If you want to do a seasonal campaign then you can use another typeface, something with a bit more personality to help communicate your seasonal message. 

But make sure you use this font consistently across all your seasonal marketing and then as soon as you stop talking about any Christmas offer you stop using it and revert back to your core brand font. 

 

3.  Avoid clichéd Christmas stock images. 

Christmas is a tricky one to make original as everything has been done before. Department stores and supermarkets in the UK are always trying to think of something new each year and these companies have large creative teams dedicated to coming up with the next ‘new’ thing. 

Most of us haven’t got the time or budget to spend too long finding that original or interesting seasonal image or new concept, but one thing to avoid is choosing an image on page 1 or 2 of the stock library. Perhaps go for something a bit more abstract, hand drawn or typographic than photo led. Try and be as original as you can. 

 

4. Less is always more.

Balance and composition is so tricky when designing but generally less is always more. If your visual is looking too busy or cluttered then remove some of the elements. Keep it simple, unless you are a designer just try and work with a couple of elements. Odd numbers always work better than even numbers, so if you have stars on your visual use 3 or 5 and have clusters of elements. 

Also, don’t be scared of space, space allows room for messages to breathe, for the person looking at your visual time to really see what you have created. If it is too busy your target client will miss what it is you are trying to say.

 

5. It should still look like your business.

As with tip number 1, your seasonal campaign should fit with the whole tone of voice of your brand. If you are relaxed and informal then don’t start using formal greetings and vice versa. Your seasonal campaign should still have elements of the original brand, whether that is the colour palette, body copy font or tone of voice. Don’t lose sight that you are still trying to talk to the same target market and prospect target base. 

 

Hopefully these have given you some insight into how to create your own designs when using an app like Canva. But, if you think that you haven’t got the time to spend that long on creating something original and you don’t want to use one of the ready available templates then JWJ bespoke template design service might be what you need. 

If you want the flexibility of creating your own content as and when you need it, but want a more creative and original layout then our Canva template packages might be an ideal starting place. 

You can find out more about our packages here >