The aim of the training was to provide businesses with concrete solutions on how to create effective marketing materials without expensive design services. The training was conducted by Ida-Viru Entrepreneurship Centre In her opening remarks, Aleksandra Leštšuk, a marketing specialist and trainer from the Centre, stressed the importance of visual marketing, using the apt metaphor. In today’s market, the package is the product that sells the product – even if the content is great, the initial visual emotion often determines the customer’s decision to buy. A product may be tasty, but if the packaging doesn’t appeal, it stays on the shelf.
So visual is a hygiene factor for a company – it builds trust and creates an initial emotion in the customer.” In addition, he explained that good design has three purposes: to identify (who you are), to inform (what you offer) and to motivate (call to action).
- Canva’s workflow and efficiency: attendees were introduced to the benefits of Canva Pro, including the ability to set up Brand Kit (brand colours and fonts) and the “Magic Switch” feature, which allows one-click resizing of designs for different social media channels, saving significant time for the business.
- Order and systematicity: emphasis was placed on file management and the creation of templates to avoid chaos and ensure visual consistency across all channels.
- Technical quality: key differences between web and print files (RGB vs CMYK colour models, bleeds) were addressed to ensure that the design created on screen looks correct on paper.
- Artificial intelligence and creativity: AI-based tools to help create texts and images. A particular focus was on the possibilities for generating sound files and musical backgrounds.
The training included a hands-on workshop where several social media straws and musical examples were prepared on the spot. One of the AI music pieces created during the training can be listened to on the Facebook page of the project’s lead partner SA Narva-Jõesuu Port.
Based on the feedback of the participants, the training was highly appreciated for its practical orientation – it was not just about listening, but about testing real tools that can be immediately applied in everyday work.
The trainingwas held in the framework of the project “Development of the waterways network and tourism business in the Ida-Viru region”. The Narva-Jõesuu Municipality is a partner of the project and will continue to support local entrepreneurs, contributing to their development and strengthening their competitiveness.
Photos & video: Arvo Juhkov
