Do you know what your avatar looks like? No, I don't mean the blue people from the movie, I mean the image that represents you, your business or organization out in cyberspace. Most avatars are small squares, often only an inch or two in height and width. You may not think that they matter that much, but in truth they are critically important in helping your customers, members or donors recognize you.
We live in a visual culture. Our eyes are drawn to images much quicker than they are to text. In many social media platforms your avatar is going to be one of the first things that people connect with and their impression of what they see is going to shape how they respond to your content. Unfortunately, many individuals and businesses don't pay much attention to their avatars and undermine their ability to effectively communicate with their audience. Here are some simple rules to keep in mind when designing your avatar:
1) If you are using a logo make sure it is formatted to fit in a square. Most business logos are rectangular in shape (a hold over from the age of print when logos were created to fit neatly on letterhead). I cannot tell you the number of times I come across avatars in which the logo is cut off because the individual or business tries to use a rectangular logo in a square box. If you don't take the time to reformat you are undermining your brand and greatly reducing the effectiveness of your logo across your social media platforms.
2) Many individuals use photos of themselves for platforms such as LinkedIn or Facebook. In most cases that is a good choice. Keep in mind, however, that your avatar is very small. Head shots are always going to show up better than full body photos. Think about the colors you are using in your photo. Bright colors will attract attention, but they can also distract. Our eyes are conditioned to respond to vibrant colors and you don't want your avatar to distract from the content you are sharing with your audience.
3) Keep your avatar the same across all of your social media platforms. Your avatar is your logo, it represents you whether you are an individual, business or organization. The trust and goodwill you have developed with people is communicated in that little image. Big things come in small packages. You lose the power of your avatar if it is not consistent.
4) Keep it simple. If your logo has text remember that too many words will be difficult if not impossible to read in an avatar. Focus on the image rather than the text, unless your logo contains only two or three words. Tag lines, mission statements and the like are important, but they do not work well in avatars.
5) Don't be afraid to do some simple market research. Ask your clients, members, and business partners what they think about your avatar. Do they recognize it? Does it communicate anything to them? Is it distracting? Or, does it generate a positive feeling about you, your business or organization. In the ever growing world of social media your avatar is too important to leave to chance. Make sure your avatar is working for you, not against you.
If you keep these simple rules in mind you will be able to unleash the power of your avatar. You may not win an Oscar (James Cameron didn't win one either) but you will discover that your avatar increases your ability to connect and communicate with your audience. If you have any questions don't be afraid to ask. Rubate Consulting is here to help.
©2011 Roger Burns-Watson, All Rights Reserved
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