Have you ever heard the expression, “a picture paints a thousand words?”
It’s true. While words can limit our ability to effectively communicate ideas, even a split-second glance at an image can convey volumes of information. Whether you’re a marketer or design specialist, it is important to employ tactics that add power and clarity to your communication.
Creating Dynamic Images with a Singular Focus
Experienced graphic artists have many tricks of the trade. Some like to blur the background of an image to draw central focus to one element. Others add texture to flat graphics by adding bevels, text shadows, or blended layers.
But on an even more conceptual level, you can communicate boldly and clearly with signs and symbols. Looking to simplify – while adding complexity? Here three techniques you can experiment with in print marketing to amplify your visual messages:
On a basic level, signs are the combination of a word and a picture to create meaning.
What comes to your mind when you see a bright yellow triangle, an image of a dog with a slash through it, or a photo of a distressed person clutching their neck with two hands? Signs convey simple, universal ideas that viewers can understand immediately. Even colors themselves can have inherent meaning!
Like a cross and skull poison symbol, signs can stop people in their tracks. Signs are especially helpful when communicating with mass audiences at a glance.
A typogram refers to the deliberate use of typography to express an idea visually.
For example, the word “half” displayed with only the top half of each letter showing might imply an eraser effect. The word “volleyball” with the “o” popping out above the text brings a playful, spirited message. Want inspiration? Check out this 365-day challenge, where Daniel Carlmatz created a typographic logo for every day of the year!
Typograms use basic visual enforcement to add subtext to the words you display. Logos, taglines, or custom envelopes are a great place to put typograms to work.
While signs communicate a very straightforward message, many images have connotative meanings with far more complexity.
While a house denotes a place where you live, a home has far greater connotations (like family, security, and love). A subject, the objects surrounding it, and the editing techniques we use can all play a role in the cognitive messages we bring. Consider these examples:
- Cropping a woman’s face to only the eye can make viewers wonder what she is thinking
- Cropping a man’s body to only his head and shoulders may suggest he’s leaning in to hear more
- Inverting colors may insinuate a flashback scene or a memory
- Increasing contrast between the back and foregrounds might suggest the object behind a person is about to surprise them
- Larger contrasts or color saturation can elicit feelings or arousal or cheerfulness
- Increased sepia tones can give an aged or vintage look (like a photo carried in wallet)
Add Clarity and Complexity to Communicate on Many Different Levels
While language can limit our ideas, an image communicates on many different levels. Proficient designers know the more clarity or complexity you bring to your print pieces, the greater impact you will have on your target audience.
Use signs, typograms, and symbolic imagery to add emotional weight, to increase the efficiency of your communication, and achieve a greater return from your marketing dollars.
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