What is a post style?
Post style helps attract your target audience. Let’s say you have a business media. Your readers will most likely expect you to have a fairly professional and minimalistic design. However, that shouldn’t stop you from experimenting like Bloomberg Businessweek does.
Style is not only about visuals, brand colors, fonts and grids. Content approach is equally as important. Publication name, tone of voice and how you address your audience is also part of your defined style.
Why you need post style?
Firstly, the main purpose of the post style is to clearly communicate your positioning. It helps the reader quickly understand what your publication is about.
Secondly, good post style is also useful in attracting advertisers as they look for partners that have a similar look and feel and target audience.
And lastly, post style plays a big part in improving consumer experience. A well-thought-out system of visual communication makes reading and navigating through the site much easier. Fine examples of this are cards in Vox — a clever trick of the designers to help readers get through lengthy texts with less effort.
What are the key elements to think of when creating a post style?
Less salient, yet no less important, are other elements of the brand style. These are often found once the brand has already been launched. Setka Editor will help you to assemble your own brand style from these elements.
Typeface design. Typography rules in online media are far more restrictive that in print due to certain technological limitations. However, there are a lot of resources that talk about web-fonts. Whether you want to match your logo with your fonts or the other way around, make sure you test all your fonts on different devices.
links Design. Links are probably the element your readers are going to engage with the most. They will follow links to read related material or to check the sources mentioned in the article Readers usually expect links to be in one of the branded colors. That is why you should take time to check what the links look like in the text, how they respond to being hovered, and what they look like once they have been clicked.
Colour code is a set of brand colors for the background, the text and various other elements.
Picture and photo captions represent yet another type of visual information for which a special font may be chosen. Still, this is not a must, and italicizing it may be quite enough.
Here we gathered all the elements of the design identity to show how they look together. Headers of different sizes, blocks with additional information, illustrations, pull quotes and captions create a single system with unique relationships between all parts that help the reader to better perceive information.
This blocks play an important role in the structuring of the text. You can collect the basic information about the speaker of the article or the location
A unique name, memorable typeface and images will add value to the style you want to create.
Oleg Uppit, Áccent writer
Illustration: Arina Shabanova
Modular grid is a structure for arranging texts and graphic elements on the screen. The grid helps design complex layouts and ensure a consistent look and feel throughout your publication. We’ve compiled more tips on the grids here.
Dividers serve to split up the text into separate parts where no headlines are available.
Icons are an obvious one. If you have an opportunity to design unique ones for your blog that’s great, however there is nothing bad in finding the appropriate stock icons that fit the style.
How do I begin designing my own brand style?
To begin your work on designing your own post style, you will need a clear idea of what your publication is about. Spend a good amount of time researching your target audience and competing publications. Look at the ways that you could clearly communicate your mission yet not get lost in the noise.
Post style is part of the general strategy of your media resource or blog. This means that your name, logo and tone of voice need to support Remember that new content needs to be published fairly regularly, think of the style of discourse you are going to maintain with your readers, the subscription pattern, etc. Every strategic decision you make may have an impact on the post style.
Creating a post style of your own is an involved process that may take a while (our list of essential elements is rather long). But do not let yourself be daunted by these challenges — the feedback from your first readers is bound to make it quite clear to you which ideas work and which don’t. Do not shun experimenting or introducing changes because your post style is one of the best tools for you to attract readers and make your publication more popular and commercially successful.
Author: Oleg Uppit
Illustration on the cover: Sasha Pokhvalin