5 creative elements to improve your content marketing

How you design and deliver your message is just as important as what you’re saying. Digital users have high expectations. In fact… 78% of consumers leave a site when content isn’t digitally friendly, and 61% of users are unlikely to return if content isn’t optimized for mobile.  

With this in mind, let’s have a look at the 5 best practices for designing your digital publication:


A recent study identified that tablet users prefer to read content in landscape mode, while print content is generally read in a portrait position. To create an ideal digital page-turn experience, create your content spreads in landscape mode. In addition, your digital content should not use more than three columns per page. Content shouldn’t look cluttered or overwhelming, otherwise you risk losing your audience. Lastly, turn your content into a visual paradise using bullet points, charts, pictures, graphics and different font styles.

Visual hierarchy

Visual hierarchy is the order in which our brain perceives and categorizes content. Creating visual hierarchy is an important element in content design and can be achieved by creating visual contrast between different elements on a page such as using imagery and spaces between paragraphs.

Font style and font size

With the multitude of different devices and screen sizes for consumers’ digital devices, it’s important to use a font style and size that your audience can easily read on any device. 

Negative space

Negative space emphasizes your content and visuals by contrasting them against blank space. Your entire piece should be as aesthetically appealing as a well-taken photo. As you design your content for digital, also consider leaving ample space for enhancements, such as photo galleries, videos, audio and social media widgets. 


Colours play a significant role in the overall design of your content. The best colours for digital are RBG. Non-RBG colours might look dull when viewed across digital devices. Playing with the colour saturation/contrast are simple techniques to ensure that your content looks crisp on every device.

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