Signs of the Times - March 2014 - (Page 19)
How to Create Stand-Out Graphics
By Dan Wilson
Dan Wilson, Roland DGA's associate
creative director, has worked in the
design field for 14 years and, for the
past seven years, for Roland DGA
(Irvine, CA), where he progressed from senior graphic
designer to art director, to his present position. Dan
contributes to Roland's marketing plans and oversees creative execution through all media. He holds
a BA in Art from Azusa Pacific University. Contact
Dan at dwilson@rolanddga.com.
T
o be effective, large-format graphics must be
noticed. For sure, there are many ways to get a graphic
noticed, but if you want viewers to pause and view
your graphic, one design element is always necessary
- a dominant focal point.
Large-format graphics usually appear in places where
people are on the move and, whether they're searching
for your graphic or not, their eyes are scanning. Your
design should have one element - the focal point -
that immediately draws them in.
Here are five tested techniques for creating a
dominant focal point:
Contrast - You can achieve graphic contrast in
various ways: size, color, shape, detail or other attributes,
but any object that is noticeably different from its
surroundings will always stand out.
Negative space - Similar to contrast, an element
surrounded by open space stands out. Negative space
in a design can be just as valuable as any other design
element. It's key to bringing attention to a focal point.
Directional lines - Distinct lines created by images
or other design elements will lead the viewer's eyes
to a focal point. If several elements have lines that
converge, the convergence point will command
attention.
Subject - Content subject also determines visual
dominance. We all know that special-interest audiences
are drawn to certain content, e.g., beach photos to
wintertime travelers. Consider and apply what will
capture your viewer's interest at first glance.
Placement - The design layout also determines
how quickly a viewer notices the dominant element.
Consider where the critical content falls within the
viewer's sightlines. Study the overall composition,
and place the key element where it's most easily seen.
Previewing your design on a computer monitor doesn't
show the actual setting, so do what you can - make a
test print, use such 3-D viewing software as Google
SketchUp and study the installation space - to consider
how the viewer will see and interact with your graphic.
Theory aside, determining how well your arrangement
works is a matter of seeing your graphic as would the
intended viewer, and then determining what does or
doesn't work.
SIGNS OF THE TIMES www.signweb.com 19
http://www.signweb.com
Table of Contents for the Digital Edition of Signs of the Times - March 2014
Signs of the Times - March 2014
Contents
ST Update
Technology Update
Designing for Large Format
Vinyl Apps
Strictly Commercial
Lighting Techniques
The Moving Message
Technology Review: Summa’s DC5 and DC5sx printers
Technology Review: PrinterEvolution Neo Series printers
Design Matters
New Products
Happiness Squared
They Speak the Language
The 2013 Lighting Survey
Ganassi Racing’s Green Light
Dynamic Digital Signage Made Simple, Part 3
Industry News
Advertising index
Editorially speaking
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