In order to have a successful company blog, certain steps of creating appealing visual impression need to be followed.1. Color A specific color makes an item memorable and draws attention to what you need it to. It sets the tone of your blog, which expands to the whole brand eventually. The right color also helps separate sections within a text, as well as highlight important messages you want a reader to notice. Depending on the style you want to follow, you can either opt for shades of the same color throughout the blog or use complementary colors for different types of text. 
2. Logo This is the ID card of your company, so you need to have it on the company's blog to help the audience understand where the information comes from. It's a nice touch to use a graphical element of the logo only for the purposes of the blog, as a hint to the readers that they haven't landed on the main page. Another option is to locate the company's name in the header section, as a different kind of hint that the reader landed on the company's blog. Lastly, if you want the message to be completely transparent, place the actual logo in the header section. 3. Videos Videos are the quickest way of conveying a message - it presents the audience with a problem familiar to them and then offers a solution. Yes, it may be the most expensive form of marketing, but if you are ready to go that extra mile and include a quality video to your blog, it can increase conversion up to 65%. The most important step is to determine what kind of video you need for your blog - is it a customer testimonial? A how-to video? Or an animated explainer video? Whatever you decide, it needs to fit in the overall style of the blog. 
4. Typography Typography needs to suit the style of the brand and to add to the overall tone of the blog as well. No matter how good the content is, the first must is to be readable and appear attractive. It can be achieved through three steps: 1. Fonts - they can either make the text readable or barely visible. Most main fonts already are good for readability, especially if you use WordPress or some other popular platform. 2. White spaces - they also contribute to the clarity of the content, especially if you break it into headings and subheadings to create a catchy look. 3. Bullet lists - important messages should be arranged in a logical and well-organized way through them. 5. The F-pattern This term refers to the way our eyes move when we look at page content. Usually, the eyes go to the top of the page to read the headlines and then scroll down the left side to check bullet points. Finally, they move across the page again to read subheadlines or the text written in bold. This pattern works for the majority of pages, so be sure to place the most important piece of information in the top left section and then continue with the logical hierarchy that will provide a clear flow of important information. 
6. Images A text is always more appealing when it is split up by carefully chosen, high-quality images. Internet users today are overwhelmed with photos on their laptops and mobile devices, so try your best to provide them with original, interesting and content-related pictures. If you can make original images, and not use photos from photo-sharing sites - even better. Here are some cool ideas: you could post your employees' photos on the blog, as people like seeing who they are actually dealing and interacting with. Alternatively, you can post pictures of products you offer. Some companies even resort to perks like GIF booth hire to spice up events, as many people love them and will feel compelled to take pictures in it and share them - a great way to boost your blog. 7. An author photo/bio section You want to build trust with your customers, so they need to know who you are through a short resume and a profile photo. If they know your name, they know you are a real person with skills they can trust. If you hire a respected professional to write the blog's articles, let the readers know. If there's only one author, let it appear as a widget on the sidebar, at the end of each blog post or under the post's title. Final comment Good visual content encourages the audience to discover more about your company. The more effort you make while designing it, the more it will improve your brand.
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