Using Design Techniques to

Increase User Engagement

on Instagram
<INSTRUCTOR NAME: Domonique Jackson>
<DATE OFFERING>

SUMMIT TECH
Marketing Team

© 2019 Summit Tech. All Rights

Reserved. 1
 Course Objectives
• Identify harmonious colour patterns
• Utilize the isolation effect in a photo
• For learners to implement captions to their photographs that include
persuasive wording

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 Unit 1:Harmonious colour
patterns
Identify the difference between a harmonious colour pattern and a
random sequence of colors.

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 Unit objectives
• Identify harmonious colour patterns
• Identify a random sequence of colors as ineffective aesthetic appeal.

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 Hook or Engaging Phrase
• If I were to show you a picture for five
seconds, then five minutes later asked you
to describe what you saw, would you be
able to?
• Let's try! Have a look at your picture on
the left and try to remember it as best you
can.

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 Complementary
• Colors that are opposite each other
on the colour wheel are
complementary colours.
• Have a look at YELLOW & VIOLET.

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Non-complementary
• Colours that are next to each other on the
colour wheel are not harmonious and are
less visually appealing.
• This makes them harder to remember and
easier to forget.
• Take a look at the purple grapes in the
center of the red cherry tomatoes.

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 A) D)

Activity #1

• Which image
properly contains a
harmonious colour
pattern? (Use the
colour wheel on your B) C)
handout to guide
you).

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The answer was... A)!
• According to the colour wheel, green and
red fall opposite of one another and
therefore make for a harmonious colour
pattern.
• Now look at how pretty that picture is!

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Activity #2
So... It's been about 5 minutes
• Do you remember the image that was first
displayed to you?
• What were the colours used?

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 Summary
• Harmonious colour
patterns make images
easier to remember.
• Non-harmonious
colour patterns make
images easier to
forget.
• When in doubt, use
the wheel and ensure
the product and
background follow the
proper colour
patterns.
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Marketing Team
 Unit 2:The Isolation Effect
Identify a photo where the focal point is significantly different than the
background

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Unit Objectives
• Identify the subject of the photo
• Identify the contrast/difference between the subject of the photo and
the background

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The Isolation Effect
The isolation effect involves a two-step
process:
• The subject is placed at the center of the
photo.
• The subject is distinctly different from the
background.

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Marketing Team
 A Think-Pair-Share
Activity Involves the
Following:
• 30 seconds to think
about the question.
• 30 seconds to get
together with the
person next to you and
discuss your thoughts.
• And finally, 30 seconds
to share your answers
with the class.
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Activity #3
• Does the image properly utilize the
isolation effect?
• Why or why not?

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Summary

• The isolation effect occurs when:

• 1) The subject is centered in the
photograph
• 2) The subject is different from the
background or other objects in the
photograph

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Unit 3: Photo Captions
Writing Persuasive and Engaging Captions for Images

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Unit Objectives
• Recall the list of persuasive words used in photo captions to generate
engagement.
• Create a caption for a photograph using persuasive words.

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Persuasive Wording
• Using certain phrases will elicit different responses in consumers.
• The 5 most persuasive words used to inspire people to take action
are:
1 2 3 4 5
YOU FREE INSTANTLY BECAUSE NEW

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Please direct your attention to
the caption beside the yellow
arrow in the image.

• The following image uses the persuasive

words YOU and FREE in a clever way that
helps the ad...

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Marketing Team
A Think-Pair-Share
Activity Involves the
Following:
• 30 seconds to think
about the question.
• 30 seconds to get
together with the
person next to you and
discuss your thoughts.
• And finally, 30 seconds
to share your answers
with the class.
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 1 2 3 4 5
YOU FREE INSTANTLY BECAUSE NEW

Activity #4
• Using the following image, prepare a
caption that contains at least one
persuasive word.
• The goal for the image is to promote the
purchase of Montreal Canadiens hockey
jerseys by fans on game night.

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In summary
• Persuasive wording is a useful strategy to get your viewers to take
action, try to use them in your captions!
• The 5 most persuasive words used to inspire engagement are:

1 2 3 4 5
YOU FREE INSTANTLY BECAUSE NEW

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Post Learning Assignment
• Please turn your attention to the Post Learning Assignment.
• Take the time to read through both the instructions and the rubric.

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Thank you
Questions?
• Feel free to email djackson@s.media.development.com

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 References
Carliner, S. (2015). Training Design Basics. Baltimore, MD: ASTD Press.

Jackson, D. (2017). Science Has Spoken: Here’s Why Your Instagram Posts Don’t Get Engagement. Retrieved September 14, 2019 from The
Daily Egg. https://www.crazyegg.com/blog/why-instagram-posts- dont-get- engagement/

Lampe, C., & Ellison, N. (2016). Social Media and the Workplace: New platforms can be tools for connections with colleagues but also serve as
distractions in the workplace. Pew Research center. https://www.pewinternet.org/2016/06/22/social-media- and-the-workplace/

Larson, A. M., Freeman, T. E., Ringer, R. V., & Loschky, L. C. (2014). The spatiotemporal dynamics of scene gist recognition. Journal of Experimental
Psychology: Human Perception and Performance, 40(2), 471.

Loschky, L. C., Sethi, A., Simons, D. J., Pydimari, T., Ochs, D., & Corbeille, J. (2007). The importance of information localization in scene gist
recognition. Journal of Experimental Psychology: Human Perception & Performance, 33(6), 1431–1450.

Managing social media in the workplace: 9 tips. (2019). BDC. Retrieved 26

September 2019, from https://www.bdc.ca/en/articles tools/employees/manage/pages/managing-social- media-tips-ensure-appropriate
Sanocki, T., & Sulman, N. (2011). Color relations increase the capacity of visual short-term memory. Perception, 40(6), 635-648.

Vinerean, S., Cetina, I., Dumitrescu, L., & Tichindelean, M. (2013). The effects of social media marketing on online consumer behavior. International
Journal of Business and Management, 8(14), 66.

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