There is no doubt that social media are currently one of the most important means of communication and information gathering.
They are therefore equally crucial for entrepreneurs entering the market. Through social media, they can build and strengthen relationships with their clients, share all the latest news about the brand, and maintain constant contact. However, for clients to follow a brand’s content with interest and enjoyment, social media and their visual presentation must meet certain conditions.
Let’s see what these are!
Consistency above all
The most important aspect is brand consistency, often referred to as the key visual. The appearance of social media channels must align with the brand’s overall look. Here, the visibility of the logo or logotype on social profiles plays a crucial role, as does the use of corporate colors and typography.
A good example is our social media project for the Gwoździewicz brand. The profile picture was designed to directly reflect the brand’s identity. Within the familiar circular profile frame, the company name is placed against various backgrounds that are consistent with the overall brand image—navy, magenta, and a carefully selected photo depicting an electrical installation. The company chose the option with a navy background and white text.
Aesthetics, meaning well-thought-out templates
To maintain an aesthetic and minimalist feed, it is important to design appropriate post templates that align with the brand guidelines. Ideally, these templates should directly reference the company’s visual identity. That’s why the logo is placed on each post graphic in the top left corner. For the Gwoździewicz project, alternating posts in magenta and navy were recommended to enhance aesthetic appeal and consistency. It was also advised to alternate graphics with background photos, graphic motifs, or solid color backgrounds, as well as to apply appropriate color filters.
Additionally, the text layer of each post is created with the company’s typography in mind. All text elements have precisely defined proportions, font sizes, text lengths, and alignments. These details significantly impact visual reception. The posts are clear, cohesive, and encourage engagement with the content. The type of content was also suggested to the company as part of the social media design project.
Social media is not just colorful content shouting for clicks. Social media is strategy—a strategy to capture the attention of potential customers, as well as those already interacting with the brand. It is crucial that both the content and the overall feed appearance are organized, aligned with the brand’s spirit, aesthetically pleasing, and thoughtfully designed. Incorporating these elements helps a company create an effective and easily accessible communication channel that customers will notice and appreciate, recognizing the brand’s efforts toward visual consistency. Working with a professional branding agency can ensure that the key visual is consistently maintained across social media platforms.
