I'm at BlogHer Food in Atlanta for the next two days. Amazing to be amidst so many other food lovers in one place. Meeting bloggers with inspiring names like
FieldsofCake and OMG! Yummy. Definitely amidst my people.
The first session I'm attending is Branding and Design 101 for Food Bloggers. As usual, I'll share what I'm learning semi-live.
The speakers are two fun and experienced designers who have worked with major fortune 500 brands as well as many in the blog and non-profit world:
Irving from
Eat the Love
Sabrina from
the Tomato Tart
Poll of how long people have had their blogs.
Irving: Who here wants to rebrand or is terrified to do so?
Branding is basically who you are, presenting to yourself to the food community and your readership. For our purposes, branding is you. What you look like, what you sound like, your look, and your logo.
Who here wants to hire a designer vs. doing it themselves?
Why are you blogging? This is the first question to answer. Are you blogging to entertain your family and friends or do you want to go beyond that? Also need to ask who you are writing for, who do you want your audience to be.
Where do you see your blog in one year? Where do you see it in three years? In five years?
What is your brand? How would you describe it, distill it in adjectives?
example: Chic, relaxed, healthy, approachable, natural, real, authentic, friendly, genuine. Describes 101 Cookbooks.
example: energetic, charming, vivacious, fun, dynamic, friendly, sassy, colorful, approachable.: the Pioneer Woman.
When doing this, be really realistic and honest.
If you're David Sedaris, don't try to be Molly Wizenberg.
You can be sassy and snarky and write about food. If you're shy, your writing voice should reflect that as well. Your voice and your blog should reflect you.
Find a unique viewpoint, that reflects who you are. Reach for really descriptive,rich, luscious, unusual adjectives. Don't use generic adjectives like yummy, awesome, amazing. You won't stand out and they won't mean anything.
Creating a Logo Mark
A Logo Mark is a symbol, it's more elemental than a full logo. We recommend you hire a designer for that. Don't just buy something off of iStockphoto because hundreds of other people will have that. We see the same cakes and cupcakes all over the place. Instead of doing that, you're much better off creating a word mark. Coca-Cola is a great example of that. There are hundreds of fonts out there and you can create your own more unique word mark.
Examples of Word Marks: David Lebovitz, La Tartine Gourmande, Matt Bites, What Katie Ate, Cafe Fernando, White on Rice Couple.
Using a picture can be unique, but it will not be able to transition to black and white and go across mediums.
Finding a Font. Look on your computer.
Don't use papyrus or comic sans.
If you've seen a font you like. Websites to play with:
Identifont or
What The Font. Search fonts by similarity or individual letters. What the font lets you upload font images. Other sites:
Myfonts.com, typography.com, fontshop.com, veer.com, chank.com. Fonts will cost you money. Free fonts often only give you a to z, not numbers. When you buy a font, you don't need to buy the entire family.
Free font websites:
myfonts.com (free tab),
theleagueofmoveabletype.com,
dafont.com,
chank.com.
Make a Mood Board. What's a mood board?
A mood board is a collage of images to help focus you on what you want your project to be about. Artists and designers use it all the time to help understand the themes and concepts of the project. You don't have to be a designer to create a mood board. Even Christina Aguilera uses them for her albums.
If you've ever visually bookmarked an image, you've created a mood board. Use sites like
Pinterest.
When creating a mood board, go outside of your specific focus. Go beyond food - to cars, friends, kids. Find images that are both inspirational and aspirational. Have things that inspire you and things that you are heading towards. You can get tons of inspiration from FoodGawker, notcot.org, designspongeonline.com. You can also use your own photo album.
Playing with Color
Kuler.adobe.com is a great website to create a color palette. You can upload photographs from your mood board to create your own color palette.
ColourLovers.com is another great color website. Shows you many different color palettes as well as identifies the palettes certain websites are using.
ColorExplorer.com also lets you upload photos and identify color palettes.
Critiquing a Blog
Put content and social media above the fold.
Fresh content is low on the page and very narrow.
tag clouds skew towards a male audience whereas food blogs tend to have more female audience.
this site has a fixed bio at the top which must be annoying for very loyal users.
People are going to blogs to read the content and it should not be buried.
A newspaper doesn't bury the lede.
Building from Scratch - What sites inspire you.
Go to other blogs and find a commonality of what you like.
Lots of white, negative space. Big juicy photos. Navigation that is really clear. Big, bold exciting type.
Is the social media prominent enough?
What About Themes?
http://themedesigngallery.com (wordpress & tumblr)
and others that flashed too quickly on the screen.
Other Don'ts
Giant headers hide your content.
Don't use a generic template without modifying it. Unless you modify a generic template with your personal watermark.
Hard to read curvy typefaces (too swirly, curly, or small). Too many typefaces leads to type salad.
Unreadable words on top of images. You may think that white type on top of black images, that hurts the eyes of anyone over thirty. You want to avoid eye fatigue. Reverse type is
You need a way for people to get back home. Need usable navigation.
You need an about page. Talk about who you are, why you are doing the blog. Place for people to know you.
No animation. No falling sprinkles. Just because you can doesn't mean you should.
If anyone wants to put an ad on your site that has auto sound or other animation. Just say NO!
Question from the audience:
- How do you find a designer? Reach out to blogs you really like and ask them who their designers are. Other suggestion from the audience, go to a local design school and hire a student.
- What should you ask the designer to work on? Ask a designer for a vector eps file, it's a file that you can blow up to any size. Also transparent png and jpeg. If your designer is sophisticated, you should ask for variance for that logo - horizontal, really small, and in various sizes. At minimum, ask for black and white and two color variation.
- iconfinders.net has gazillions of free social media icons.