Visual Marketing for Designers: Show ‘Em What You Got
People are sensual beings so we like to experience the world through our senses. We love delicious food, beautiful sunsets, fragrant flowers. These things touch us on an emotional level. When a business or family goes looking for a designer, they’re going to hire someone whose previous work “speaks” to them, work that evokes their favorite feelings, and work that embodies their own values. Every designer has a portfolio, but you can’t wait passively for clients to find you. Instead, you need to reach out and grab their attention through visual marketing.
Visual marketing makes use of photos, videos, and other visual elements that portray your work and the value you offer as a designer. When looking at an image, people can absorb a lot of information in a short amount of time. And designers have a HUGE advantage when it comes to visual marketing because the results of your work are easy to see. (This is not the case, for example, with doctors or lawyers.)
Producing Visually-Stunning Marketing Collateral
Marketing collateral is all of the content you produce that promotes your business. In this blog post, we’re going to cover three types of visual marketing collateral that you can produce: photographs, videos, and infographics. If you work solo or have a small team, you may need to hire people to help you produce the content. Trust us, having great content that brings in new business is well worth the cost!
Photographs will be, by far, your most useful type of visual content AND it is likely the easiest for you to produce. For your portfolio and for visual marketing, we recommend working with a professional photographer whenever you complete a project to capture that work in the best and most professional way. Our client Inner Gardens works with several photographers who capture the beauty of their products and design work, as shown in the examples above. Keep in mind the people love “behind-the-scenes” glimpses into what you do, so feel to snap your own shots of the work in progress. And don’t forget the “before” photo! Every smartphone comes with a great camera built-in, so there isn’t even a need for you to invest in new equipment.
Videos can range in length from ten seconds to an hour or more. Shorter videos are totally fine. Moving images are a great way to show off a special feature if you have used in a client’s home, a walk-through of a beautiful landscape you designed, or a tutorial or design tips. Or, as shown in the example above, a drone flyover of a home construction site. You don’t necessarily have to be on camera, but this is a nice way for potential clients to get to know you better and feel comfortable with you. If you are going to be using your smartphone for filming, we recommend buying an app like FilmicPro, which give you lots of control while you are filming or editing. For final edits, you will need an app like iMovie or you can transfer to your computer to finish. If all of that sounds daunting, you can hire a video editor to turn your raw footage into something polished.
The content you create and share should be engaging and inspiring. As a designer, you also have knowledge that can help solve problems. Infographics include anything from simple Venn diagrams (as shown above) to detailed flow charts to your own drawings or sketches. You could even have an infographic created that outlines the design process for potential and new clients, so they know what to expect. If you don’t have graphic design skills, you can find a graphic designer to produce this kind of content for you.
Are you an architect, interior designer, or landscape designer looking to grow your design business? We want to help! Kinship Design Marketing is passionate about supporting designers and helping them thrive in a competitive marketplace. Contact us today at 407-461-4368 for a free consultation.