March 24 — Critique: social graphics and featured images
Week 10 · Tuesday
Key takeaways
- Submit images as raw PNGs/JPEGs (not embedded in Docs) and text as editable Google Docs. PDFs are for final print-ready files only.
- Use text effects (strokes, shadows, background shapes) to ensure readability on busy backgrounds. Emphasize key messages with larger fonts and strategic placement.
- Ensure visuals directly support the text. Use the “blur test” to check visual balance and align text with natural image lines (e.g., perspective, slopes).
- Social graphics and captions must promote a specific blog post, not just the brand. The message must be consistent across all assets.
Topics covered
File submission guidelines
- Submitting images embedded in Google Docs or as PDFs prevents editing and requires low-res screenshots for extraction
- Submit raw image files (PNG/JPEG) and editable Google Docs for text
- PNG for images with transparency, JPEG for everything else
- This workflow enables direct editing and preserves version history
Design principles and critiques
- Text readability and hierarchy: Text on busy backgrounds is often unreadable. Create contrast using strokes (subtle outlines), drop shadows (simulates a light source), or background shapes (solid or gradient behind text)
- Visual hierarchy: Emphasize key phrases with larger fonts and strategic placement. Example: for an escape room graphic, make “100% Private” the largest element to create intrigue
- Image-text alignment: Align text with the image’s geometry. Example: for a photo of dumbbells on an angle, slant the text to match the perspective
- Campaign cohesion: All promotional assets (graphics, captions) must directly support the blog post they are promoting. Example: if a blog post critiques Dave & Buster’s prize value, the social graphics and captions must reflect that critical tone
- Simplification: Strip away unnecessary elements to focus the message
Brand style guide preview
- Purpose: to codify all design decisions into a single document
- Goal: ensure brand consistency, even if another person takes over the accounts
- Function: a “rule book” with detailed instructions on how to create and post media for the brand
Recording
Next steps: Refine social media graphics and featured images based on today’s feedback. Ensure all assets are cohesive with their respective blog posts. Thursday will transition to creating brand and style guides.