Book Marketing, Romi Sharp

Make it POP! Creating Graphics and Visual Content

Book Marketing Secrets #6

Previously, we have discussed a little about choosing the right social network to suit your goals and needs. We also made mention of some of the kinds of visual content you could produce to share and engage with your audience. These included: video, motion graphics, #hashtags, graphic posters, imagery and photography. (Revisit the Social Media Marketing post here). Varied and compelling visual content will help you stand out in overly saturated newsfeeds, luring your audience’s attention towards your post.

But that’s just talkin’ social media. You know, your Facebook, Instagram, Pinterest, YouTube, and the like. Don’t forget about your offline pursuits as well – whether it be a flyer or poster for schools, libraries and bookshops, or banners for market and conference events, you’ll need to produce some amazing visual pieces that convey the absolutely perfect look.

Before we talk about the design tools you can use to make the most of your visual assets, let’s identify what makes an eye-catching image.

The Design:

  • Ask yourself, ‘What message am I trying to convey?’, and ‘Who is my demographic?’ Here, you are identifying a specific group of people to target and know what appeals to them. Are you targeting children, parents, educators, authors, etc? Do you want a child-friendly, fun approach, or something more professional-looking?

Tip: look at what others are doing, and what grabs your eye.


  • Will you use photography or illustration? Maybe a combination of both? Be creative! Remember, though, to keep it simple and don’t over-complicate your design. Workshop / event posters most likely will lend themselves better with photographic images (such as portraits and book images), whilst infographics, promotional ads, etc could be appealing with illustrations that suit your concept.


  • Text, anyone? Your typography is equally important in the overall style of your graphic. The text design should ‘fit in’ with the image. That is, it should have the same ‘feel’, but also literally fit in and around your image, or interact with the image in some way.


  • Guidelines for composition – decide on the levels of importance with each aspect of your design. For example, the headline and image come first, with other information, logos, websites, etc of lesser importance.

Tip: think about scale and the use of negative space. This helps convey your message clearly without unnecessary distraction.


  • Colour! Contrasting colours can make a huge impact, but make sure they are easy on the eye. Consider the colour of your text against its background. You could also experiment with spot colour, or a pop of colour on a black and white image. Another effective use of contrast is the use of shapes, that is, contrasting a soft background image with a bold text overlay, for example.

These are a few little tricks to grab the audience’s attention!




The Tools:

Whatever your level of skill, and budget, here are the most popular digital tools for content creation –

  • Adobe Spark: this is a FREE platform that enables you to search for royalty free stock photos and curate them in your own design. You can add text to images to create quote graphics, social media posts or advertisements.

  • Adobe Creative Suite: this is the ultimate in graphic tools, but it comes with a price. The applications, including Photoshop, Illustrator, InDesign and Premier (video editing) require time and practise to master the techniques. Ideal for graphic designers and illustrators.

  • iMovie (for Mac): a FREE and relatively easy program to navigate for your video editing needs. With various options in text overlays, transitions, music and sound possibilities, you can create eye-catching clips or trailers in no time.

  • GIMP: GNU image manipulation program, is similar to Photoshop, enabling simple changes to photos like cropping and resizing, as well as retouching, special effects or your own artwork.

  • Canva: so easy to use, with a multitude of content creations already designed for you. From quote photos, to infographics, social media headers and posters, all you need to do is add your own flavour! There is also a gallery of images, fonts, graphics and colours for you to play with.

  • another great photo editing tool, like Photoshop, with the ability to transform layers, create effects, add fonts and retouching.


Beginner or pro, you have the ability to create eye-pleasing visuals using a number of tricks and graphic platforms with ease. Make a statement, and make your advertising material stand out!


Books On Tour PR & Marketing is available to help you create an effective marketing plan for your book. For further information, feel free to contact us.


Next time…

Next month we will continue our Book Marketing Secrets with….Creating Educational Activities for Your Book.


Previous articles…

Learn the Basics to Book Marketing and How You Can Implement Them Without Fail

How Your Website Works Your Market

How to Get Featured – 5 ways to pitch to the media

Want More Likes? How to Plan for Social Media Marketing

Authors! The Focus is on YOU! How to Successfully Conduct Author Visits

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