TAYA Visual Strategy for Graphic Design/Marketing

Posted January 6, 2023 in
IMPACT+ HQ IMPACT+ HQ

Andrea Tscheschlog

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Does anyone have suggested training videos to help the marketing team, specifically the graphic design team, to understand the visual strategy behind They Ask, You Answer? Looking to support the blog and video content with graphics and visuals that best match the marketing strategy.
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Connor DeLaney
Mike Close I know this was a conversation we had with your team as well. Would love to hear your thoughts here and to tag in a few of your team members here! 

Josh Fitzpatrick and  Anna Zaharewicz I bet you both could help add commentary from how we do this for IMPACT.

My biggest piece of advice for how graphic design can support They Ask, You Answer is considering these three questions:
  1. What visuals could help a reader of an article better understand the topic in a different way than just written text? An example of this might look like infographics, charts, or even visual guidance materials like statistics (that could be shared on social), step by step instructions, etc.
  2. What design needs would a piece of premium content (E-Books, buyer's guides, downloadable resources) need to blow a reader away? This could be anything from the title page to the links, really any part of the resource. The key is when someone downloads a piece of content and gives their information (email, company size, etc.), how can we make them say "Wow, this was 100% worth the transaction of giving my info. Matter of fact, this blew me away, I want to learn more about this company!" I feel you have a lot of say in that matter
  3. Does our brand have a consistent brand style that relates the tone, voice, visuals, and graphics together? Consistency is key and makes you more recognizable, whether you're a big or small brand. If you create, optimize, and innovate on the brand style, you create more consistency and reliable results.

That's my two cents, excited to see what others think!

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Allison Riggs
The biggest thing with graphics is connecting to the reader and the content you've provided. Here are some questions your team should consider when creating graphics:

  • What value are you bringing with the visuals? 
  • If someone were to scroll through and only look at the images, charts, etc. you include - what would they learn? 
  • What do we want to stick with them? 
  • Are the graphics optimized for desktop and mobile? How will these graphics impact load time? 

The content manager and videographer should be working directly with the graphics team to conceptualize what they need to reinforce their message. Also, the CM should write the alt text for any graphics you add to blogs. 

This might be more tactical advice, but really important things to consider. 
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Lucas Doornhein
Aakanksha Jain  your design team will benefit from the discussion here. Tagging you for visibility

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