What is Visual Marketing?
In its simplest form, visual marketing is about using eye-catching images, graphics and video to communicate messages and sell products or services.
Images have always been a key part of advertising, and this can be seen throughout nineteenth and twentieth century style. When the internet was born, advertising went through another change, and people realised the importance and power of imagery and words. This can be clearly seen by the standard of book covers being made, especially those done by self-publishers.
How Does This Tie in With Author Branding?
The Concept of Author Branding
Author branding let's people know:
- How your presenting yourself to not only your customer base but also in the industry.
- How your readers identify your work.
- How your brand encompasses different fields and genres in your writing.
Why Is Book Cover Branding Important for Authors?
With every cover you create, a clear message of what you stand for is being sent to your readers.
This helps you to:
Show Your Individuality
It doesn't matter if you're a fiction or nonfiction author, or if you write in numerous genres. Through type fonts and imagery you can express who you are and what you stand for through your book covers.
Stand-Out From The Crowd
In a crowded marketplace branding has become even more important for authors. With distinctive fonts and colours your readers will recognise your brand straight away.
What You Need to Know About Designing a Book Cover
Branding isn't just for fiction writers, it's also a highly useful tool for nonfiction authors as well.
Let's take a look at some ways you can make your book cover's be seen:
What You Need to Know About Font Psychology and Book Cover Design
In essence, font psychology is the visual and emotional reaction you have to the font you’re seeing.Font psychology is exactly that, how people relate their thoughts and feelings to a font.
For instance a chunkier font wouldn't be the best choice if you're business is a gym or sports centre. This is because it represents something heavy or bulky. Not the kind of image a gym wants to display.
Typography
Typography, the design, or selection, of letter forms to be organised into words and sentences to be disposed in blocks of type as printing upon a page.
Typography is a visually pleasing way of presenting a message using a font, small or tall, slim or fat to appeal to an audience.
Shape and Colour Psychology
The concept of colour and shapes conveying ideas and affecting behaviour. Mood can be altered by colours, and fonts with there geometric form can do the same.
You can see how all of these can be utilised in creating a best selling book cover.
Influence Your Audience Through Font Psychology
You can change people's minds and goals by understanding how people react to certain fonts.
Choosing the right font and colour can make or break a book cover. If you're a nonfiction author you might want to empower or inspire your audience. A fiction book cover might be to spark imagination and open up the reader to new worlds.
You can use this psychology in the images you create for your blog posts and on social media. Helping you to engage with your followers and readers, and create trust.
Fonts and What They Mean
Serif
Serif fonts are known to be amongst the earliest examples, and started appearing in the late fifteenth century. 'Serif' alludes to the small feet that appear at the top and bottom of each letter. These were drawn in by the artists as a simple flourish.
Most popularly used serif fonts today are: Times New Roman, Garamond and Georgia.
Brands that use this font are: Tiffany & Co, Abercrombie & Fitch and Zara.
Sans serif
Started to be used in the nineteenth century and got rid of the small feet found on serif font. This left a more modern cleaner font.
Most popularly used sans serif fonts today are: Helvetica, Century Gothic and Arial.
Brands that use this font are: The Guardian, LinkedIn, Calvin Klein.
Slab serif
Another font that appeared in the nineteenth century was slab serif. A more block like look, and a departure from the other two previous styles.
Most popularly used slab serif fonts today are: Museo, Rockwell and Courier.
Brands that use this font are: Volvo, Honda and Sony.
Script
Script became popular in twentieth century and go with a more natural looking cursive style. They were originally designed to look like handwritten caligraphy.
Most popularly used script fonts today are: Zapfino, Lobster, Lucida Script.
Brands that use this font are: Cadillac, Instagram, Coca-Cola.
Your Turn to Apply Font, Colour and Image Psychology
Choose wisely, but pick something people can connect with. Fonts and colours that reflect your life and what you stand for.
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