Step 4 to effective large-format graphics: Use simple imagery for maximum effectiveness

Tip 4: Use simple imagery for maximum effectiveness.

Figure 1a. With no negative space to give this image room to breathe, the message "go see this movie" is lost in a colossal headache.

Figure 1b. Lending a bit of class, sofistication and impending doom to this horror movie makes this image look a bit more ominous, and far more viewable.

You've all seen it: illegible and completely useless large-format ads that do nothing but give eyesores and headaches to everyone around. What is that poster trying to say? Why do I feel mentally and physically assaulted? How can we learn to never, ever make something like this crime against humanity again?

In previous months, I've discussed the importance of legibility in your advertisement designs. This is especially important when it comes to keeping your text short so that your message is straightforward and diluted to it's core. Well, there is a similar golden rule that applies to imagery, and it's this: Simplicity.

Too much imagery can drown out your message in a crazy whirlwind of galactic proportions. One image is best, and preferably if it has plenty of negative space. Negative space is any portion of the image that surrounds the main subject. Sometimes, it's referred to as the background. Many may be tempted to use the negative space as graphic real-estate for adding text or making graphic elements as large as humanly possible, as you can see in figure 1a, but this gets you nowhere. Giving your advertisement room to breathe gives your product an air of class, refinement and luxury; it makes whatever you're selling desirable. In figure 1b, you can see how I eliminated the unnecessary starburst background and only made the text "watch your brains" large enough to be legible (for an in-depth discussion on this topic, see my previous article: sizing your fonts correctly).

Notice that in figure 1b there's an awful lot of negative space. That's on purpose. For every successful design, negative space has to be considered and arranged almost as carefully as your subject or text. Don't be afraid to experiment with your negative space, and make sure to use it to direct your audience's eyes around the graphic.

On a side note: whatever the application, we seriously advise against the use of collages. Trust us. Since they tend to not have negative space, they’re a pain on the eyes. Think about it: one large spacious picture often will say more than 10 small ones. Leave your ancillary product pictures on a brochure. Just keep your large-format graphic large and pristine. If you absolutely must have multiple product or other photos on it, limit it to a maximum of three, and include bullet points outlining what it is you’re showing. Following with another previous article, keep these bullets short and easily viewable. You'll be glad you did, and so will the general populace.

Read Ben’s Step 3 to effective large-format graphics: Contrast is your best friend

Ben Lawless is a sophisticated yet simple man, and he would rather everyone was prepared for the zombie apocalypse. Watch your brains.