Graphic Design for GTM skill

Graphic Design for GTM

Overview

Visuals do 80% of the work in GTM. A well-designed graphic stops the scroll, a poorly designed one is invisible. This skill covers GTM visual asset creation: social graphics, ad creatives, data visualization, and brand templates that maintain consistency across every touchpoint.

Authoritative Foundations

• Robin Williams — The Non-Designer's Design Book — Apply contrast, repetition, alignment, and proximity (CRAP) to make GTM assets readable at a glance.
• Edward Tufte — The Visual Display of Quantitative Information — Maximize data-ink and remove chartjunk so the key number is obvious.
• Robert Cialdini — Influence — Influence principles — reciprocity, social proof, authority in copy.

When to Use

• "Create a social media graphic"
• "Design LinkedIn carousel slides"
• "Build ad creative"
• "Create an infographic"
• "Design a data visualization"
• "Set up brand templates"
• "Make an email header image"

Step-by-Step Process

Phase 1: Asset Sizing Reference

Asset	Dimensions	Format	Max Size
LinkedIn post image	1200x627px	JPG/PNG	8MB
LinkedIn carousel slide	1080x1080px	PDF pages	100MB
LinkedIn video cover	1920x1080px	JPG	8MB
X/Twitter post image	1200x675px	JPG/PNG	5MB
X/Twitter header	1500x500px	JPG/PNG	5MB
Instagram post	1080x1080px	JPG/PNG	8MB
Instagram Story	1080x1920px	JPG/PNG	4MB
Facebook ad	1200x628px	JPG/PNG	30MB
LinkedIn ad	1200x627px	JPG/PNG	5MB
Blog featured image	1200x630px	JPG/PNG	1MB
Email header	600x200px	PNG	1MB
YouTube thumbnail	1280x720px	JPG	2MB

Phase 2: Design Principles for GTM

• Hierarchy: most important element largest and highest contrast
• White space: crowded graphics are skipped. Use 30%+ white space
• Color: 2-3 brand colors. Social proof elements in accent color
• Typography: max 2 fonts. Headlines bold, body regular. No type below 16px for social (mobile-first)
• CTAs: high contrast, clear action, positioned at natural eye path

Phase 3: High-Performance Formats

• Document carousels: PDF uploaded as carousel, slide-by-slide narrative — the top LinkedIn format for reach (~1.39x) and engagement (~6.6%) per Richard van der Blom's Algorithm Insights Report. See linkedin-algorithm.
• Text + single image: the volume workhorse. Text-only works only when short and sharp (under ~600 characters), not as a reach maximizer.
• Data visualization: single-number stat cards, before/after comparisons, trend line charts, bar charts (horizontal, labeled)
• Quote graphics: pull quote from customer or article, clean background, attribution
• Checklist/template previews: show the value, gate the full version

Phase 4: Brand Template System

Create templates for: social post (3 variants), carousel slide, ad creative (per platform), case study graphic, testimonial graphic, blog header, email header. Every template locked to brand colors, fonts, logo placement. Templates enable anyone on the team to produce on-brand assets.

Output Format

Design brief with asset type, dimensions, content, and brand rules. Or template system specification with brand guidelines.

Quality Check

Before delivering, verify:

• All required sections are complete
• Output matches the user's stated need
• Named frameworks are cited for key recommendations
• No vague claims — every recommendation has a specific action
• Deliverable is ready for operational use, not just conceptual

Common Pitfalls

1. Wrong dimensions — a 1920x1080 graphic on LinkedIn stories is cropped. Always match platform-specific dimensions.
2. Text in images too small — 60%+ of social browsing is mobile. Minimum 16px type, ideally 24px+ for headlines.
3. Too much information — one graphic, one message. A graphic with 5 data points communicates zero.
4. No brand consistency — different colors, fonts, and styles across assets signals amateur. Templates enforce consistency.
5. Stock photography — generic stock photos reduce trust. Use product screenshots, team photos, or custom illustrations.

Implementation Depth

Use this section when the user asks for a finished asset, not a high-level explanation.

Diagnostic Questions

1. What is the primary motion: founder-led, sales-led, product-led, partner-led, or lifecycle-led?
2. Which ICP tier is the output for: small business, mid-market, enterprise, or mixed?
3. What proof is available today: customer stories, usage data, third-party validation, screenshots, or none?
4. What system will execute the work: CRM, sequencer, warehouse, support desk, product analytics, or manual workflow?
5. What decision will the user make from this output: launch, prioritize, route, rewrite, score, coach, or measure?

Framework Application

Map the recommendation explicitly to the named frameworks in this skill:

• Cialdini Visual Persuasion: apply only the part that directly improves the requested deliverable.
• Tufte Data Visualization: apply only the part that directly improves the requested deliverable.
• Ann Handley — Everybody Writes: apply only the part that directly improves the requested deliverable.

Deliverable Standard

A strong output from this skill includes:

• A crisp diagnosis of the current situation
• A recommended path with tradeoffs, not a generic list
• A concrete artifact the user can use immediately: table, script, checklist, scorecard, sequence, dashboard spec, or implementation plan
• A measurement plan with leading and lagging indicators
• Risks and edge cases called out before execution

Adaptation Rules

• For small business: reduce complexity, shorten time-to-value, and prioritize owner/operator clarity.
• For mid-market: include workflow ownership, handoffs, integrations, and enablement assets.
• For enterprise: include governance, risk, procurement, stakeholder mapping, and proof requirements.

Execution Artifacts

• references/framework-notes.md — Named frameworks and reference tables
• templates/output-template.md — Deliverable shell for agent output
• scripts/check-output.py — Lightweight deliverable validator

Related Skills

• social-media-strategy: Content strategy and posting cadence
• copywriting: Headline and body copy for graphics
• design-system-gtm: Full brand design system
• pitch-deck-builder: Presentation design