Step 1 to effective large-format graphics: Text length

Introduction: Are your big images awesome enough?

…text should be short, straightforward, and the biggest bang for your verbage buck you can come up with.

Designing for large format digital printing is a much different ball game than small format. Yes, I know; “duh!” is what you’re thinking, but hear me out. People won’t be picking your large-format graphic up, holding it in their hands, turning it over, or scrutinizing its verbage. Instead, it’s going to be glanced at quickly from a distance, and in many cases ignored. From the first moment your work is glimpsed, you have only three seconds of a person’s attention to convey your message. We call it the Three Second Rule, because if they’re not hooked within three seconds, you lost the sale, and wasted time and money producing the graphic.

The truth is most designers over-design for large format printing, especially when they’re used to designing for another smaller-format medium. I'm Ben Lawless, designer extraordinaire, and I've compiled a small list of tips and tricks that will get you started in the right direction. Enjoy!

Tip 1. Keep your text short. Only convey your core message.

Ellen Lupton once wrote,

“Just as designers should avoid filling space with arbitrary visual effects, writers should remember that no one loves their words as much as they do.”

This concept is essential. Your graphic isn’t a term paper. It’s not an autobiography. It’s not even a product sheet. It is an advertisement, and as such, it needs to carry across your message in no time flat. So, text should be short, straightforward, and the biggest bang for your verbage buck you can come up with. This goes back to the Three Second Rule mentioned previously. If you can’t sell them in three seconds, then that’s it. It’s over.

Figure 1: An example of poor use of text (left side) and effective use of text (right side) for large format digital print design. The image on the right is much easier to read and conveys its message very fast.

As you can see in figure 1, the left graphic is completely inaccessible. From a distance, there is no way that anyone could possibly even know what it's about, much less shell out money based on it. In stunning contrast, the graphic on the right is simple and straightforward. And without the aid of a single photo or illustration, it sells itself. In three seconds, the audience finds a moment of sanity and clarity in a maelstrom of other poorly-made large-format graphics.

Once they’re hooked, use supplemental materials to further flesh out your message, but leave the large format graphic to do it’s job. That’s what you’re paying for.

Read Ben’s Step 2 to effective large-format graphics: Size your fonts correctly

Although Benjamin Lawless included that Ellen Lupton quote above, he's really hoping that someone else loves his words as much as him. That'd make him very happy.