Displaying items by tag: Imagery

As we’re now (already?!) in December and the festive spirit is well under way, we thought what better topic to blog about than a bit of Christmas design and marketing!

As we’ve mentioned before, the secret to great graphic design isn’t just having a pretty design and some compelling content. The real secret is in the psychology and consumer behavior this encourages - it’s about knowing what colours and imagery will affect the consumer in a certain way. This is certainly true when it comes to seasonal advertising/marketing campaigns, and a particularly good example of this is with Coca-Cola’s Christmas truck.

The Coca-Cola Christmas truck first appeared on TV in the famous Christmas advert in 1995 and has become something of an icon, indicating that the festive season has officially begun. Now in its eighth year, the twinkling truck travels round the UK, visiting towns and cities for people to snap a selfie with the truck, while enjoying a free can of Coke.

Here’s the truck, with an Ely Cathedral backdrop, when it visited Ely in 2013.

What do you think or feel when you see the Coca-Cola Christmas Truck? For me, it makes me think that I better get online and do some last minute present buying! But, I also feel the joy of Christmas, that tingly festive feeling! This isn't just luck or something Coca-Cola are hoping to achieve, it’s clever design. The design of the truck and original advertising, is made to trigger these emotions, to help connect us to the brand. This is made successful by including themes, colours and images in the design which are relevant to the emotions Coca-Cola want us to feel,  for example: Christmas lights, festive colours and Father Christmas. This design has them all! It’s more than just a fancy truck. It’s been carefully designed to make me, and everyone else, feel the way we do about the Christmas truck. This is done through great choice of colour and picking the most relevant image they could.

 

The colour

The colour red connotes love and passion, and is also the colour that attracts more attention than any other. You won't be able to find the Coca-Cola red in any pantone book… it’s not in there! This is because it’s a mixture of 3 different red Pantones combined, to create the iconic Coca-Cola red that is used across all their branding. It’s also obviously associated with Santa Claus, with Christmas and is distinctly recognisable from afar!

Now, some may say that Coca-Cola were lucky with their choice of brand colour, as the first time they used red was to distinguish their barrels from those containing alcohol. This was because alcohol was taxed, but fizzy drinks were not, so it was really just to help out the tax man (I’m sure they’re not as helpful to him these days)! Since this time Coca-Cola’s brand colour has come a long way, from just a lucky pick, to the iconic colour it is today.

 

The imagery

In this image you can see the simplicity of the design of the truck. It's basically a massive red truck with fairy lighting around the edges, Coca-Cola written on the side and a great big image of Santa Claus holding his Coca-Cola bottles. It might not be the most imaginative of designs, but it is certainly memorable!

A little known fact, is that Santa Claus hasn’t always been shown as the warming, plump and friendly figure that he is today. Historic versions vary a lot, but he has been portrayed in many other ways and certainly didn't used to wear a coat coloured in Coca-Cola’s brand red! Santa Claus has historically been shown as an elf like figure who looked quite eerie, and it wasn't until 1931 when artist, Haddon Sundblom, created the images of Santa Claus for The Coca-Cola Company. Sundblom portrayed Santa as this lovely elderly-looking man, with a piercing white beard in a red and white suit, who is always jolly and happy. It was here the Father Christmas we know and love today was born.

Coca-Cola have been rather clever with the design and implementation of this national marketing campaign., With having only a single Christmas truck, visiting just 24 locations this year, a demand has been created for people to see it. Everyone who does get to see the Coca-Cola’s red Christmas truck is going to want to take a picture with it and post it on social media, creating an even bigger buzz!

 

If you would like to visit the Coca-Cola truck this year, then you can see where the truck is visiting here.

 

If you’d like to discuss a project with us, drop us a line on This email address is being protected from spambots. You need JavaScript enabled to view it. or call us on 01353 882111. You can also find out more information on our services here

 

Published in Branding
Thursday, 22 November 2018 10:56

How to boost engagement on your Instagram account

So you’re active daily on instagram, posting amazing images. But you're struggling with getting interaction? Then this one's for you! We’re going to explain how it takes a lot more than just a pretty photo to get good engagement on Instagram.

 

1 - Post relative content

Post what your followers want to see. When you're scrolling through Instagram, what sort of posts do you like to see? You don't just want to see businesses posting and promoting their business - that gets a little boring! Instagram users like to see what businesses get up to on a day to day basis, who makes the best cup of tea, what’s for lunch, and all that malarkey - showing the more personal side of the business and the wonderful people that work there.

If you are attending an event, make sure you let everyone know! But, try not to give it all away at once. Drop in snippets of information and use terms like ‘stay tuned to find out more’, because if you give all the information in one post, people might only interact with that one post.

 

2 - Engage with other brands

If you want high engagement on Instagram you will need to engage with other accounts and their content to build up relationships with them. This will help to boost your visibility a lot, because if other companies see you engaging with their content, they are more likely to engage with yours. It’s a win-win!

Don't forget to also engage with people in the comments of your post and via direct message. Reply thoughtfully and answer their questions if they have any.

 

3 - Ask for interaction

Without asking anything of your audience, they’re just going to scroll on by. You haven’t given them a reason to pause their thumb for that split second to see what you're posting.

You could try to encourage people to leave a comment - for example, if you are asking them to read a blog post (tip: from a link in your bio), ask them to post in the comments what they thought of it, and any ideas they may have for a future blog post. Always think about how you can engage with your audience in a conversation. This will have a dramatic affect on your engagement rate.

 

4 - Follow Hashtags

Let's say your business focuses on design (just like us), but you don't want to follow every graphic, web or logo designer on the virtual world of Instagram. You can find and follow relative hashtags, like #graphicdesign (simple I know!), allowing you to see all of the posts that have used that hashtag. Don't just stop there though, engage with these people, build those bridges, answer their questions and also reply to their comments - you may gain more followers this way!

 

5 - Use these hashtags

This is a pretty obvious one, as people may be following the hashtags as stated above, so using the hashtags will put you on their feed. Hashtags can really work wonders for Instagram engagement. If used right, they greatly increase the chance of you being discovered and having users interact with your content with likes, comments and following your account.

Fun fact: using just one hashtag can increase your engagement by 13%!

 

6 - Make sure you have a strong Call To Action (CTA)

This is something we mention time and time again. You need to tell your audience what to do or where to go next. It might be to follow your account, like the post or, like we said earlier, leave a comment. Without a call to action, you are leaving it up to the user on what to do next. This can obviously result in them doing nothing. For example, if you're running a promotion, it is vital that there is a call to action on how to enter, otherwise they will be left in the dark. Giving your audience a clear path will make them more willing to interact with your business, and ultimately, interact more frequently.

Don't stop there though! It’s now time to take them on a journey to your website. Send these precious users to your profile to click the link in your bio, which takes them to your website. If they have come this far, they are more likely to have an interest in what you do. Make the most of the link Instagram allows you to have in your bio - after all, you are only allowed this one!

 

So, after you've completed all of these steps, you will have a great Instagram post. Having posts like this, can also greatly lower the bounce rate on your website. This is because they already know about you, have liked what you've posted, interacted with your post and then landed on your website.

 

If you’d like to discuss a project with us, drop us a line on This email address is being protected from spambots. You need JavaScript enabled to view it. or call us on 01353 882111. You can also find out more information on our services here

 

Published in Digital Marketing
Thursday, 15 November 2018 11:47

How does great graphic design work?

Graphic design is something that can heavily influence the make or break of a business. The design of a brand identity, marketing materials or packaging is the first impression your customer has of your business and so is at the forefront of any brand. Here, I’ll be explaining how design can really have an impact and influence on consumer behaviour.

Good design will look amazing, but great design will make the user feel connected to your business and/or products. Your design may look fantastic, but it has to portray what you are trying to tell your audience. Graphic design has changed tremendously over the years, but nowadays, it's about simplicity and minimalism, having fewer elements in the design and making sure just the key information is available. The graphic styles and themes used in design influences the type of audience you attract as well - if you're a joke shop, it might be best to use bright colours and a funky graphic style with humour involved. But this definitely wouldn't work for a bank! A professional and more corporate image would be needed here.

Design isn’t just about how it looks, it’s about how it speaks to your audience and what effect it has on them. Think of Steve Jobs’ famous quote, “Design is not just what it looks like and feels like. Design is how it works.” - we believe in this so much, that we have it framed on our wall! At Infiniti Graphics we always aim to understand who you are and what your business is about, rather than just what you want us to design. As designers, it is our job to create the best graphics possible for your business and your audience. Check out our design brief for an insight into the questions we ask.

 

Color Psychology

Colours have an strong effect on your audience. Did you know that the colour red is used in the fast food chain industry because it encourages us to eat up and leave quicker? Different colours have different meanings and you need to discover and use the colours that represent you as a business, as well as your values.

An example of good colour choice, is Pantone 2685C. If this means nothing to you, then maybe if I mention chocolate giant Cadbury, you may have an idea? It’s the Cadbury purple! Now, this colour wasn’t just plucked out of thin air by the designer, it was thoroughly thought through and the outcome is what everybody recognises as Cadbury chocolate.

Purple is often associated with creativity and imagination, as well as extravagance, royalty, mystery and luxury - all words we can associate with chocolate. Cadbury recently even fought off a competitor who wanted to use the colour Pantone 2685C, showing how strong a reference this colour has to the Cadbury brand identity.

 

Imagery

The images that you choose to use in your designs can have a huge impact on what your audience remembers you for, or if they even remember you at all! An example of great use of imagery is on the front cover of the IKEA catalogue.

This design takes months to come p with... literally nine whole months of the year! Creative designer, Sara Blomquist, put everything she had into brainstorming, conceptualising and creating the cover image above for IKEA’s 2018 catalogue. The image helps to make it look homely, stylish, but most importantly, lived in. After the catalogue is released each year, a surge in sales always occurs, which shows that great graphic design leads to sales. If you don't have nine months to prepare one image (don’t worry, we don’t either!) then check out our blog post on what you need to know about using stock images.

 

The Font

One of the first things you will recognise in any design is the font type and style. Yes, you could argue that you see the colours first, but the font can dictate where the colour is applied. For example, when you see the McDonald’s logo, you may think you see the red and yellow colours of the branding first, but the font used creates the shape of an ‘M’ - the Golden Arches - which McDonald’s is highly recognisable for. 

The shapes and lines of the font choice used in design are just as vital as the colour choice, as they also portray emotion and sometimes even a message. Using a curved font can portray a relaxed, calm and friendly or playful design, whereas using a font with sharp corners will give a more intense, bold and serious feel.

Graphic design takes far more than selecting the colours, imagery and fonts that look nice. Careful consideration of these elements is needed to produce specific desired effects. This means that a strong understanding of the psychology of colour, use of imagery and font styles - and knowing how to use them correctly - is the core to successful graphic design.

If you get all of these elements correct, then the overall design will achieve the emotive appeal that you are wanting your audience to identify with.

 

If you’d like to discuss a project with us, drop us a line on This email address is being protected from spambots. You need JavaScript enabled to view it. or call us on 01353 882111. You can also find out more information on our services here

 

 

Published in Graphic design
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