Design: 5 tips to create beautiful layouts

In MARKETING
25 May 2023
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The layout is a crucial element of design. It allows you to present content in a clear and attractive way to the eyes of the readers. However, achieving a successful layout can be a real challenge. Designers have to consider different aspects, such as typography, colors, grids, negative space and consistency. In this article, we’ll share five tips that will help you create aesthetically pleasing and effective layouts.

Color contrast

The choice of colors is crucial to the layout. It is important to use colors that work well together to avoid a busy or confusing look. Color contrasts are also an effective way to draw the reader’s attention to key elements. For example, a bright color can be used to highlight a headline or call-to-action button. On the other hand, a light background with dark text can be used to make it easier to read.

It is important not to use too many different colors to avoid overloading the layout. In addition, it is advisable to choose colors that work well together. Complementary colors, for example, can be used to create interesting contrasts.

The use of the grids

Grids are an essential tool for page layout. They allow you to divide the available space into equal sections and arrange the elements in a consistent manner. Grids can also help maintain balance and symmetry in the layout. There are many different grids, each with its own advantages and disadvantages. It’s important to experiment with different grids to find the one that works best for your content.

The importance of negative space

Negative space is the empty space between layout elements. It is also an important part of creating a successful layout. Negative space helps to reduce confusion and highlight key elements. It also helps to give the layout a clean, professional look. It’s important not to be afraid to use negative space and feel like you have to fill every square inch of the page.

Typography

Typography is a key element of layout. It can help set the tone and personality of your content. It’s important to choose a font that is easy to read and works well with the rest of the layout. It is also important to vary the size, style and color of the font to give the layout a dynamic look. Finally, it’s important not to be afraid to leave space between lines and paragraphs to improve readability.

The importance of consistency

Finally, consistency is a crucial element to the layout. It is important to use the same colors, fonts, and grids throughout the layout to give a professional and consistent look. Consistency can also help reinforce your company’s brand or visual identity.

Conclusion

Layout is a vital part of design and can be a real challenge. By using these five tips, you can create effective, aesthetically pleasing and professional layouts. Color contrasts, grids, negative space, typography and consistency are important elements to consider when creating a layout. Designers need to experiment with different elements to find the layout that best suits their content.

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Brand identity vs. brand image: what’s the difference?

In MARKETING
21 April 2022

As shown in our latest infographic, brand identity is a very important component of your brand. And brand image is just as crucial! However, “brand image” and “brand identity” are often confused, so let’s define each of these concepts.

What is brand identity?

Brand identity is what you, as a company, want your brand to represent: the image of it that you want to project, and how you want it to be perceived by the public.

Brand identity includes the following elements:

  • your brand style guide (logo, typefaces, colors, etc)
  • the tone of your words
  • your values
  • your history
  • your positioning

Brand identity is therefore entirely dependent on your company and its overall strategy. The clearer and more precise your identity, the better. This will allow you to follow a logical guideline for your company and for the public.

💡 TIP: reinforce your brand identity in your digital publications with our White Label feature (available to PLATINUM users) and personalize the viewer so that it matches your brand style guide.

What is brand image?

Brand image is how the public perceives your brand, what they really think of it. It’s a feeling, and, in a way, the reputation of your brand.

Brand image depends on:

  • your public speaking and communications
  • your marketing activities
  • client experience

A positive brand image is essential for your brand. Not only will the public think highly of your products, but this will also help increase your sales because your customers will be your best ambassadors when they tell their friends and family about you. On the other hand, a negative brand image could be catastrophic. If your products are only associated with bad things, there is little chance that they will sell.

💡 TIP: to improve your brand image, it is important to offer high value-added content such as digital publications. Tutorials or magazines are good ideas of content to propose, but there are many other types of content you can publish with Calaméo.

How do they influence each other?

The influence of brand identity on brand image

Brand identity contributes to maintaining a good brand image. For example, a new product with a high price will be perceived positively by the public if the brand has a luxury positioning that is part of its identity. The high price will be perceived as a guarantee of quality by the consumer, who will therefore have a good image of your product and your brand, because it is in line with your identity.

On the flip side, if your brand contradicts its identity, it can create bad press. Imagine creating a new product whose manufacturing method goes against the values displayed by the brand. In this case, your customers may have the impression that you have lied to them about your motivations and convictions.

Therefore, you must master your brand identity and stick to it.

The influence of brand image on brand identity

Brand image is a good indicator of the effectiveness of your brand identity. As a matter of fact, a good image will reinforce the idea that your identity is clear, controlled, and understood by the public. It then be a matter of continuing to make your decisions in the same way.

In contrast, a bad brand image will require changes. This could mean an entire or partial rebranding of your identity: choosing a new logo or new values, for example.

Conclusion

Brand image and brand identity are therefore two very important elements for your brand. One represents the image that your company wants to give to your brand, the other is the real image that the public has in mind, its feeling towards your brand.

Ultimately, these two crucial elements depend on each other, so make sure not to neglect either one.

MARKETING

What is inbound marketing?

In MARKETING
18 January 2024

Today’s consumers are increasingly informed and autonomous in their purchasing decisions. They search online to find information about the products and services they wish to buy. That’s why companies need to adapt their marketing strategy to meet these new behaviors. Inbound marketing is an increasingly popular approach to meeting these needs.

The inbound marketing approach

Inbound marketing is a marketing method that aims to attract potential customers by offering them relevant and useful content. This approach focuses on creating quality content that attracts people interested in the product or service on offer. The aim is to establish a relationship of trust with potential customers, who will then turn into loyal customers.

Inbound marketing is based on four key steps:

1. Attract

The first step in inbound marketing is to attract potential customers by creating quality content. This content can take many forms, such as blog posts, videos, white papers, webinars and so on. It must be relevant and useful to the people the company wants to attract.

2. Convert

Once potential customers have been attracted to the company’s content, the second step is to convert them into leads. This can be done by offering them additional content in exchange for their contact details, such as a newsletter, a more detailed white paper, or a free trial of the product or service on offer.

3. Close

The third stage of inbound marketing is to close sales by converting leads into customers. To do this, the company must propose offers tailored to the needs of potential customers, using segmentation or scoring tools, for example, to identify the most qualified leads.

4. Retain

The final step in inbound marketing is to retain customers by nurturing a long-term relationship of trust. This can be achieved by offering regular, high-quality content, efficient customer service, or exclusive offers for loyal customers.

The benefits of inbound marketing

Inbound marketing has many advantages for companies. First of all, this approach is less intrusive than traditional marketing methods. Potential customers are not bombarded with invasive advertising, but rather come to the company on their own.

What’s more, inbound marketing is more effective at generating quality leads. People who are interested in the company’s content are more likely to become loyal customers.

Finally, inbound marketing is more cost-effective than traditional marketing methods. Creating quality content can be expensive, but it’s more effective in the long term than traditional advertising.

Conclusion

Inbound marketing is an innovative and effective approach for companies wishing to adapt to new consumer behaviors. By creating high-quality content, companies can attract potential customers and build long-term, trusting relationships.

Ultimately, inbound marketing helps generate quality leads and build customer loyalty, while being less intrusive and more cost-effective than traditional marketing methods. If you’re looking to improve your marketing strategy, inbound marketing is an approach you should seriously consider.