As social and political issues overwhelm the media, companies are working harder than ever to cut through the clamor and grab the attention of their desired consumers. Interestingly, this cacophony has led to the liberation of graphic design. Visual marketing and advertising trends soaring in popularity are perhaps best characterized by a feeling of daring independence — strict structures are crumbling, wacky effects reign supreme and colors are flashier and louder than ever!. Graphic designers seem to have gone back to their roots as artists, experimenting and mutating previously worn-out practices.

Let’s explore some of these trends that, in some ways, are giving voice to the myriad emotions felt by many around the world.

Distorted effects
Think overlapping images, multiple light sources and “glitching” photos. Known as distorted effects, these design features are coloring everything from movie posters to retail advertisements. The result is a gritty image that can feel dark and somewhat ominous. However, when paired with bright colors it can exude a modern, edgy appeal.

Creative use of negative space

Even the use of negative space — the blank area surrounding an object — is being elevated in 2018. Negative space is often hailed as the most important part of an image, and traditionally it has been used to draw viewers to a focal point. However, graphic designers are once again flipping the script on this institution. Now, we’re seeing images merge with negative space to create a secondary feature that not only attracts the eye, but also inspires the imagination.

Broken, or cropped typography

Utilizing negative space has also proved popular in typography. It’s tough to erase parts of letters, or space them far apart and on multiple lines, while maintaining readability. When utilized correctly, however, the treatment can entice viewers to take a little more time and absorb the piece. The effect is futuristic and can be worth the risk when applied in the right context.

Bright colors and gradients

This year, muted colors are being shoved to the side by vibrant, bold palettes that shout for attention. We see this visual particularly being used in gradients, with colors gradually transforming and shifting into each other. Designers are also using this effect to incorporate various shapes and textures, creating an interesting visual that can benefit companies with a playful, lively brand personality.

Although these trends certainly won’t work for all businesses or industries, brands looking to garner attention can benefit by giving their designers freedom to break away from the traditional mold and draw outside the lines, both literally and figuratively. However, companies also need to evaluate the longevity of these trends and whether they fit with their mission, vision and values.

Are you contemplating a visual refresh? Give us a call and let’s talk.

Your company is suddenly mired in a negative situation with potentially serious repercussions. While a chill grasps your heart, a slew of questions assault your brain. What’s your first step? Who are the decision makers? When and how should you respond to the media? Who should do it? Then what?

Most organizations likely will be confronted with some sort of a crisis communications challenge, whether internally or externally. With thorough preparation and an efficient response, however, you will be able to shape the appropriate, successfully navigate challenging times and maybe even come out the better for it.

Following are some core principles of crisis communications. The biggest takeaway, however, is this: Be prepared. That is, don’t wait for a disaster to strike. Look deep into the organization, acknowledge vulnerabilities and honestly confront them. Time-consuming? Yes. Painful? Most certainly? Necessary? Absolutely.

C – Choose the Right Tools
While the resources you employ will differ with each situation, make sure you always have: a core team of leaders to vet strategies, share insight and provide approvals; established communications channels and methods through which you’ll relay messages to internal and/or external audiences; and a messaging document approved by leadership and stakeholders. Other tools, such as support resources for staff, can be added as necessitated by the crisis.

R – Reveal the Facts
Before you act, you need to assess the particular situation to fully understand the crisis at hand. Knowledge is power, and gathering intelligence is crucial to your success. Fully understanding the facts, the players involved and any outside influences will help you objectively create meaningful conversation and collaboration. Once the facts are gathered, you’ll need to develop a communications strategy to address the issue in a timely manner.

I – Instill Trust and Tell the Truth
Demonstrating your ability to objectively listen and make informed decisions in a crisis communications situation will develop trust, both within your organization and with the public. If you respect each internal and external stakeholder’s position and perception of the situation, you are more likely to resolve the issue in an expedient and proficient manner. This also will ensure that you address all concerns and offer timely, effective and valid solutions that will cultivate sustainable results.

You don’t have to share every irrelevant detail, but what you say must be the truth. If you don’t know what that truth is yet, say so. Don’t guess. There’s usually no going back once you’ve said the wrong thing – intentionally or unintentionally.

S – Streamline Processes
Crises easily can get worse, so you’ll need to act fast. Make sure every step of your reaction plan is concise, clear and detailed. Each person involved should be aware of his or her responsibilities, the actions they need to take, to whom they will report and whom they should or shouldn’t contact. Checklists are an efficient way to keep team members on track. Craft your media responses in advance, even if the chance of reporter inquiries is small; if the issue does make it into the spotlight, you’ll be able to respond quickly and consistently.

I – Institute Change
Your job isn’t over when the media moves on to the next story. Crises test core organizational responses, procedures and culture, and it’s a communicator’s job to help drive transformational growth. Debrief after the event to address and identify issues that emerged. Consider alternative scenarios and establish effective action plans that address weaknesses.

S – Sustain Confidence
As an organization, it’s important to follow through on promises made during a crisis. Committing to needed change and effectively communicating it to the audiences involved can instill trust and restore confidence in your company.

There is so much more involved, of course, and so many specifics among the generalities.

Preparing for, and learning from, crisis communications situations benefit us as professional communicators, leaders and team members in any organization. Though crises always will impose an element of chaos, preparation and a solid communications plan provide the anchor you need to make the right decisions and create the groundwork to sustain the conversation and continuously grow.

Contact us for additional insight into how your organization can successfully and effectively manage crisis situations.

Nowadays, having a dynamic social media presence is critical for success. However, in order to reach your desired level of success on social, you must have a specific strategy to ensure your content reaches the largest audience possible. Whether you’re new to the world of social media marketing or not, it’s no secret that getting noticed on social media can be tough. Even the world’s most clever marketing content won’t do you or your business much good if no one else is seeing it.

Thus, here are our top 4 ways to increase content exposure on social media.

1. Fully understand the platforms

Before you start to look for one-size-fits-all ideas and tactics that you can start implementing, it’s important to focus on the unique nature of each individual platform. Content shouldn’t be promoted the same on Instagram and Twitter because they aren’t always going to be perfectly compatible. Your audience doesn’t use them the same way, so you probably shouldn’t either.

2. Utilize visual content

There’s a massive amount of potential being wasted by a lot of business owners when it comes to content creation. Adding a visual component to your content is going to get it more views, period. The only thing that you need to be thinking about at this point is what kind of visual content you’re going to use. For instance, live videos are a great way to create content with an authentic, intimate feel built right in. And if you’re operating with a humble marketing budget, live videos have the added benefit of being a low-cost option.

3. Monitor the Metrics

While it may not be the most exciting topic, it is one of the most important. Without a heavy focus on metrics, your marketing efforts essentially amount to using your best guess at what’s working and what isn’t. If you’re looking for ways to increase your content’s exposure, the process actually becomes pretty simple. Try out a variety of different styles of content. Then track the data on each separate strategy using platform specific tools, focusing on metrics like exposure and reach. Once you’ve collected the data, create and publish more content that’s designed to capitalize on what your audience is engaging with.

4. Consider Paid Advertisements

Ads on social are not like any other ads online. Why? Because they have massive upside. Facebook and Instagram ads have some of the best returns in the paid advertising game. You get access to plenty of people who actively engage with your brand. It’s essentially a way to hijack a curated list of people in your demographic who want your product/service. It’s hard to think of anything that’ll offer your content more exposure than that.

Why not take every step possible to increase your content’s exposure on social by building a marketing strategy that prioritizes data, industry understanding and execution. If we can help you with your social strategy, let us know!