First impressions matter, and on Instagram, they happen in seconds.
Creative content writer with a knack for storytelling that connects. Wielder of wit, turning “meh” into magic daily.
First impressions matter, and on Instagram, they happen in seconds.
Before a user reads your captions or watches your videos, the first thing they do is scan your Instagram grid. If your layout looks messy and inconsistent, chances are they’ll scroll away from your page, even if your content is great. Having a clean, cohesive Instagram aesthetic isn’t just a vanity concern; it’s a strategic content approach.
Your Instagram grid is your digital storefront. It is your resume, portfolio, and website all wrapped up in one. With just seconds to introduce yourself and convey your value, a compelling Instagram aesthetic could be the difference between a visitor hitting follow or tapping away.
In layman’s terms, aesthetic refers to beauty and taste in fashion, design, and art. However, Instagram aesthetics encompass the overall look, feel, arrangement, and general vibe of your Instagram profile and content. The good news is you don’t need pro-photography skills or expensive editing software.
At Branderah, we help brands build bold, cohesive visual identities. Here are 8 steps to build an Instagram aesthetic that reflects your brand and keeps your grid.
Your brand vibe, or as fondly called, Brand identity, is the foundation upon which your grid will be built. The first step is to define your brand’s core mood; are you bold and colorful? Minimal and clean? Playful or professional?
Once you define this, choose a theme for your Instagram aesthetic. It could revolve around specific colors, moods, or content styles.
For example:
Minimalist — Clean lines, soft earth tones, and uncluttered visuals.
Bold and Vibrant — Bright colors, dynamic patterns, and energetic vibes.
Lifestyle— Natural settings, authentic moments, and candid photography.
Creating a mood board can get your creative juices flowing and guide you in the direction of what you want your feed to look like. A good tool to help build a moodboard is Pinterest. Create a board and set a mood with color, and add different images that are related to your kind of content on the board. This board will serve as a guide when creating your page content. Choose 3–5 core colors and stick to them. Your color palette sets the tone and makes your content instantly recognizable.
To maintain a consistent Instagram post layout, plan your content. After creating your content, use scheduling tools like Preview or Later to organize your posts. Planning helps you create a mix of content types to avoid last-minute decisions that can disrupt your aesthetic.
Templates and filters are a key ingredient of a consistent Instagram grid. Using consistent Canva or Adobe Express templates for quotes, testimonials, or carousel slides builds cohesion. This makes your feed feel branded even when post topics vary.
Take a look at Laurie Vincent’s grid.
Are you doing monochromatic, rows, puzzles, or diagonal text/image alternations? Having a consistent layout plan keeps your feed visually balanced.
Some common layout types:
- Monochromatic: Stick to a single color palette throughout your grid to create a harmonious appearance.
- Puzzle: Divide one image into several connected posts to make your grid a puzzle. This design will capture attention and encourage visitors to explore your profile to see the full picture.
- Diagonal patterns: Alternate quotes, photos, and videos in a repeating pattern for a more fun and modern look.
- Column Layout: Structure your grid by assigning a specific purpose to each column. For example, reserve the left column for inspirational quotes, the center column to showcase your products, and the right column for behind-the-scenes content.
A good example of a well-curated grid is Later’s Instagram Grid.
Pick 1–2 fonts and use them consistently in your posts, Reels covers, and Stories highlights. Think about your favorite brands. They usually work with just a few fonts across all of their channels, perhaps one for headers, another for body copy, and a third for callouts. Each of these fonts will likely be a subtle variation of the other, rather than pairing Montserrat with Lora and Impact.
At Branderah, we help brands like yours transform their feeds into powerful content platforms that connect, convert, and grow. Need help building your visual identity or Instagram strategy? Reach out to us via Instagram or book a discovery call.
Reach out today — we’d love to hear from you! Let’s bring your vision to life.
