HELP US, HELP YOU SERIES: Chapter 1: Logo: Part A

A logoless Company

As David Airey puts it in his book – Logo Design Love, “Anyone can design a logo, but not everyone can design the right logo”. Great logo design requires a complex mixture of design skills, creative theory and skillful application. Of course, logo design is just one small sub-set of branding, but the logo or brand mark remains the centerpiece of most branding schemes. A truly enviable iconic logo will be simple, relevant, enduring, distinctive, memorable, and adaptable.


Simple: Albert Einstein said it best, “If you can’t explain it simply, you don’t understand it well enough”. Simplicity helps a design to be more versatile, and it can be used across a wide range of media. Simplicity also makes your logo easily recognizable so it stands a greater chance of achieving a timeless, enduring quality.

Relevant: You want people to associate your logo with your company, therefore, it must be relevant to your target audience. Are you the owner of a cancer organization? No smiley face. Your design must be relevant to the industry, and the audience to which your are catering.

Enduring: Trends come and go. With visual identities, you do not want to invest a significant amount of time and money in a design that looks dated within a year or two.

Distinctive: A distinctive logo should be easily separated from your competition. How do you create a logo that’s unique? Focus on a design that’s recognizable through shape and color.

Memorable: What makes a logo sticky? A solid iconic design is one that people will remember after just one quick glance. Close your eyes now, and think about some logos that you remember.

Adaptable: Your logo should ideally work at a minimum of around one inch in size without any loss of detail so that it can be used for many different applications.

HELP US, HELP YOU SERIES: Chapter 1: Logo: Part A

The fundamentals of great infographics

10 Reasons inforgrafix is essential-2

Infographics have taken the media by storm. Audience is swamped with text-based content, and businesses are searching for new and innovative ways to communicate their messages. As a result, infographics, with their combination of text and images emerged as a popular approach of mounting above all the noise. This is the age of visual storytelling. With good reason, infographics, if created well, can be extremely effective. Infographics cater to our biologically visual brains and enhance memory. They capture attention and can communicate and simplify complicated messages and meaningfully visualize facts, figures, and data.

However, many infographics aren’t achieving their purpose. If the goals of an infographic are to stand out among all the text-based content and to communicate a message, why less than 1% of infographics see real success when over 10,000 are released online everyday?

This failure is primarily due to poorly created infographics. There’s no doubt that you have seen one, if not dozens, of these. They frequently feature a jumble of text and images, presented seemingly at random, and lacking any structure. Additionally, these infographics often fall short in presenting any meaningful narrative and they attempt to convey too many ideas at once.

To successfully create an infographic, you cannot combine any text and imagery and call it a day. Only when designers truly understand the power of visual communication can their infographics break through. It’s essential to ensure the end result is serving its intended purpose when investing money and time in creating infographics. 

Effective Infographics: 

Purpose: The purpose for creating the infographics needs to be fully understood. Every infographic should clearly acquire one objective and all emphasis should be placed on that one. Effective infographics focus on one idea and one message. Any more than that will confuse and overwhelm the reader. If there are multiple messages to communicate, they should be broken up into several different infographics.

Goal: The goal of the infographic is what you would like your audience to think and/or react after seeing it. What marketing or sales goals are you trying to achieve with the infographic? And if someone looks at your infographic and remembers one thing about it, what should that be? Align the infographic with your business needs by keeping your goal in mind throughout the design process. Also, a call-to-action is a great way to guide the reader in the right direction.

Relevance: The best infographics reveal the personal relevance of the data. Through the strategic use of images and text, infographics communicate the significance of the data in a manner that is more effective than just text on its own. A fantastic example of an infographic is 2 dots and a curved line 🙂 simply creates a smiley face which is one of the most famous infographic in the world. 

Narrative: Communicate the purpose/idea through a narrative. The story in the infographic should explain why the data is important. Narrative can also create a logical flow that communicates the intended message the infographic is designed to send.

Visualize: Great infographics use visuals to illustrate what cannot be effectively communicated in words. But too often, infographics feature paragraphs of text next to semi-relevant icons or images. The goal of visualizing information is to emphasize them in a way that can’t be done through text. Also, each piece of data should be relevant to your message. Your infographic is a opportunity to assist your audience in understanding the connections between pieces of data. If your message cannot be visualized effectively, an infographic is probably the wrong format for that particular information.

Simplify: The best infographics feature basic design. Excessively complicated visuals or layout can be distracting and overwhelming to readers. Simple design is often the most effective to clearly convey the intended message.

Aspects to mull over when it comes to simplicity of design:

  • Consider the psychology of color in marketing and branding when deciding on colors for your infographics. E.g., Red: Bold, Blue: Strength, Green: peaceful, and so on. You should also consider color preferences by gender.
  • White space is essential to effective design. It creates legibility and structure, and also prevent overwhelming the reader with excess information.
  • Great typography also promotes legibility. Font selection should be based on the theme of the infographic, and the variation of fonts should be kept to a minimum. Font color should be chosen with maximum legibility in mind.
  • Text in the infographic should be kept to a minimum and displayed in relation to relevant images and icons.
  • Too much color is distracting. Great infographics keep their color schemes basic (3 color maximum).
  • The images and icons used in infographics are often selected to be as simple as possible. Rarely are real pictures used in infographics, and even more rarely are they used effectively. 

Types of Effective Infographics

  • Maps can be helpful to represent trends across states, countries, or the world.
  • Comparisons can be used when distinguishing two or more things; an infographic can help the reader quickly visualize significant differences or similarities.
  • Timelines can demonstrate chronological order and represent how events occurred over time.
  • Data visualizations is not an infographic, but combining several of them together into a meaningful narrative is.

Adding an infographic to your sales or marketing strategies is an excellent way to communicate important information in a visually appealing and engaging manner. Using this list will ensure that when you’re investing money and time, you’re creating infographics that are valuable and effective.

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The fundamentals of great infographics

10 ways psychology plays a big role in social media marketing

Psychology & social media marketing

If you want to increase the odds of succeeding in your social media campaigns, you need your efforts to be paired with scientific principles and evidence to serve as your backbone. Knowledge about social psychology is a good start. It should come as no surprise that psychology plays heavily into social media marketing, which is why some posts are more likely to go viral than others. The tips below will help you utilize behavioral psychology in your next social media marketing campaign.

  1. Social Proof: Utilize the follow and share method in your social media campaigns, and ensure that all pieces of content have the number of shares that each has received. By doing so, you will encourage others to get on the bandwagon and join in with the “me too” philosophy by sharing and retweeting.
  2. Providing Acclamation: By providing recognition to both current and prospective customers, you express the value of their opinions. You can accomplish this by tagging their names in discussions with others and sharing their posts and tweets. This will have the effect of giving your customers and prospects the feeling that they are respected and valued.
  3. Paying Attention: When your customers feel acknowledged, the next step is to ensure they know you are paying attention to them. Send your prospect a short message or comment in response to their post or comment on their tweet. This will establish the foundation for continued and open discussions while keeping your customers and prospects engaged.
  4. Associational Learning: People will remember ads or contents that make them feel something significant. Therefore, associate your campaigns with Positive Stimulus – Create your ads with videos of cute babies, heartwarming stories or even run a “For a Cause” campaign! You can include humor to increase a positive word-of-mouth about your posts. Negative stimulus – This triggers fear or anxiety to reinforce call-to-action. Emphasize a prevalent problem or a negative experience and direct them to your services or express how you can help them.
  5. Keep it Short and Sweet: There is a slim chance your audience is willing to exert effort in processing your content. Design your content to be clear and palatable. Offer something that they can easily chew on and digest.
  6. Relate to your Audience: If your content is far-fetched, your audience will find it difficult to register the relevance of your campaigns to the templates that are registered in their brains. It is crucial to know your target audience and identify with what they already know, feel or subscribe to.
  7. Be Updated: People register information better if they are constantly exposed to it or if it is recent news. Educate yourself with what’s ‘hip’ and approach your Facebook updates or Twitter posts in such a way that they rank well with the trending hashtags.
  8. Prioritize Headlines: Information that we learn first is weighted more heavily than information that comes later. In Social Psychology, this is called the ‘Primacy Effect’. The first thing your audience sees will determine if your content is worth reading. That is why your headlines can easily spell the difference between your content being ignored, or it being read.
  9. Keep it Simple: The human brain processes simple concepts faster. Simple patterns, simple order, simple ideas. In marketing, simple is often more effective. A good example is the Olympics logo. The human brain process that image as nothing more than a series of circles, rather than one complex image.
  10. Law of Similarity: Items that are similar in colors, shapes or sizes are perceived as a group. Apply this to create relationships or groups in marketing materials. For example, when creating a pie-chart for an infographic, using colors to group similar items together within the chart itself will make it easier to understand.

Social media isn’t about technology as much as it’s about psychology and science. Understanding your audience and how their minds work is extremely important for increased social media engagement.


10 ways psychology plays a big role in social media marketing

Why your Business NEEDS a Website

Why your Business NEEDS a Website

Like many business owners, you may believe your business cannot benefit from having a website or that a website is not within your budget. Or you may ask yourself “Why do I need a website?” The answer should be every business should have a website. Here is why.

  • YOUR SMALL BUSINESS WILL GAIN CREDIBILITY: Today, more and more consumers use the Internet to search for the products or services they need. Your business will gain credibility by having a website. Without one, potential customers will go to your competitors that do.
  • YOUR CUSTOMERS WILL BE INFORMED: A website will be your online brochure or catalogue. It will be much easier and quicker to update information about your products and services on your website than in print materials, making it an effective way of letting your customers know about the arrival of new products, upcoming events, special promotions, or any new services you now offer.
  • YOU CAN SHOWCASE YOUR WORK: No matter what type of business you’re in, a website is a great place to showcase your work. By including a portfolio or image gallery, as well as testimonials about your work, you can demonstrate what makes your business unique.
  • YOU WILL SAVE TIME: Providing information to your customers takes time, whether it’s on the phone, face-to-face, in a brochure, or in emails. With an online catalogue you can provide lots of information about your products and services. Once your website is up and running, it is available to your customers indefinitely, saving you time. And what is time? Time is money!
  • BETTER CUSTOMER SERVICE: By including a FAQ page, adding articles or uploading newsletters to answer all your customers’ questions you can keep them up-to-date. What better way to provide them with value added service than by sharing information on your website.
  • CUSTOMER EXPECTATIONS: People not only have access to significant levels of information but they expect that it is readily available. By providing a website, a business can offer the convenience of instant information and fulfill demand for product quickly.
  • 24/7 ACCESS: You will provide 24/7 access to information about your business and its products and services. Your business may close its doors overnight, but your website is busy marketing your brand and products to prospects and existing customers. It will show up in search results conducted by Internet users during the late night or early morning hours when your lights are off.
  • MARKET PENETRATION AND EXPANSION: You will not only sell to existing customers but also reach additional customers. If you offer products and services for sale on your website, you give your customers a chance to buy on their own time and from their own home. Plus, your business will have the chance to become a state, regional, national or even global business if you are willing to ship products to customers outside the local market.
  • IT IS A COMPETITIVE NECESSITY: Many customers rely on search engines to find products or services, you need a website to show up among their search results. If you don’t have a website, your competitors will have the advantage of drawing new business from new customers who might have preferred your products and services had you publicized them better.




Why your Business NEEDS a Website

Why your business needs a responsive website

What is a responsive website?

What is a responsive website?
What is a responsive website?

More and more people are using mobile devices to browse the web and most importantly they are searching for local products and services. The risk of ignoring these mobile users can greatly outweigh the benefits. Below are reasons why businesses can greatly benefits by taking advantage of the emerging mobile platforms. You will see how having a mobile website creates a win-win situation for you and your customers.

  • 40% of people have turned to a competitor’s site after a bad mobile experience.
  • Mobile search queries have grown 5x in the last two years.
  • There is one mobile devise for every person.
  • 67% of people said a mobile friendly site makes the more likely to buy a product or use a service.
  • 50% mobile searches lead to purchase.
  • 48% users say they feel frustrated and annoyed when they get to a site that’s not mobile friendly.

    Better user experience.
    Better user experience.
  • Mobile Sites Provide Better User Experience:Try to view a desktop version of any desktop version of a website on your smart phone and you’ll quickly realize that the experience isn’t the same on a 3.5 inch display. Things are harder to navigate and information are harder see.  You find yourself zooming in and out just to view a certain part of the page. The good news is that Mobile websites are made to work well with smaller screens of mobile devices. Not only are mobile website easier to navigate, they are also optimized for touch control. In a recent study, 38% of people leave a website because it was not developed specifically for mobile users. They complain that it was too hard to use and locate information.
  • The Growth of mobile devices: By 2015 it is predicted that Mobile Internet Usage will overtake desktop Internet usage. In fact, 2010 was an historic year for mobile devices, it was the first time that mobile devices outsold notebook computers. This trend is likely to accelerate in the near future as Smartphones and Tablets become more affordable and available to more people.  Right now over 60% of consumers have Internet access on their mobile phone and the numbers are growing everyday.
  • Reduce the chance of Losing customers: When a customer visits your website on their mobile device and have a hard time finding information they need, you run the risk of losing them. In fact, 61% of mobile users said they will never go back to your website (on their phone or computer!) if they have a bad experience the first time they visit it.  First impression really matters a lot when it comes to mobile experience.
  • Inexpensive to have a mobile site: Mobile websites are much less expensive to design & develop as compare to a full desktop site. Graphics and navigation elements are simplified to focus on ease of use and speed.  Contents are also reduced to contain the most essential information. Despite of that, users will find that the information that are more useful and increase the chance they will purchase products or services from that business. Users are still given the option of viewing the full website if they wanted to as well.
  • Mobile Local Search is Huge:
    Source: Understanding Consumers' Local Search Behavior, Research by Google, May 2014
    Source: Understanding Consumers’ Local Search Behavior, Research by Google, May 2014

    Study shows that  mobile friendly sites help boost traffic by as much as 13%. Mobile is such an important area that Google, Microsoft and Yahoo have invested billion of dollars into this area. More and more people are conducting searches for local products and services on their smart phones, it is becoming vital that you have a mobile presence is optimized and user-friendly.  The goal of an effective mobile site should be to turn local leads into local sales.

  • Show people that you care: Provide customer with easy access to your business information shows that you care about giving them a good experience. This create a perceived value that can translate to positive word of mouth others people potentially leading to more business for you down the road.
  • Set Yourself apart from competitors: Despite the many compelling reasons for setting up a mobile website for your business, there are still many businesses that haven’t taken advantage of this opportunities. This give your business a chance to stand out among the competitors and create positive impressions to your prospects and potential customers.

Bearing in mind all the aspects mentioned above, You should now be aware of the expectations of your mobile prospects when they make searches online. I will also give you advice that is very important when designing the mobile website of your company – you need to look at the problem from the perspective of the online user who seeks for the product or service, the location and the contact information.

Jay Thakker

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Why your business needs a responsive website