An image, when elaborated, conveys your message quickly, objectively and directly. Sometimes it takes us to the point of remembering it after months or even years.


The use of photographs or illustrations in pieces of communication is quite common, since the creation of the first forms of graphic representation. Images have a special role in stimulating our emotions. They attract the look and awaken the senses, inducing us to think. If we do not immediately understand them, we turn to the imaginary and the lived experiences to unveil their real meaning. The interpretation will depend on the perception and sensitivity of each person.
Creating images for us, which work with design and communication, is commonplace, but that is not why we should go around creating without logic, without traced objects, without a methodology and doing only what comes in the head.

Knowing some concepts before starting to create can help a web design company, and often accelerate, the creative process as well as the production of the image.


1) What/which media will we use?

The first thing we should know is: what (or which) media will be published in our image: will it be printed or digital? You should know that there are several differences between them, right? We need this information to know what colour system we will use. If we need high-resolution images (usually for printing) or medium and low resolution (usually used for the web ), and so on.

We need to know in which media our image will be displayed to know what possibilities and what limitations we will have.

2) Finality, Objective, Subject?

One thing that must be clear is the purpose of the image. So we must know why we are creating. You must ask yourself: the image that I will create is for what?

  • Is it to promote a product?
  • Is it a disk cover?
  • Is it a banner to stand on the side of a website?
  • Is it a fashion catalogue?
  • Is it an editorial?

Then we must think about who will see that image, to whom is intended what we are creating, that is, the target audience. We must know how to communicate with the audience in question even if we use only pictures and no text.


So let’s ask ourselves:

  • Who are we creating for?
  • Who will see our image?
  • Is it the children’s audience?
  • Is it for housewives?
  • Is it for the adult audience?
  • Based on the answers we get, we can decide which path to follow.


3) Where to get the picture I choose?

Once you set the goal you have to think about which image to use:
Is it an illustration or a photograph? Or two together? Depending on the part to be created and the cost of it you have several options to achieve the perfect image for your art. You can get the right image in picture banks, hiring an illustrator, through a photographer or even creating on your own, depending on your skill, of course. Here basically what you will decide is time, money, your skill and disposition.


4) Navigation of image

An image can convey an emotional meaning, conceptual and even verbal (even if it has no text in it.) The image may even convey meanings that are not represented there literally. So we can, and should, think of the image as a transmitter of ideas and meanings. It can pass messages in various ways, for example through metaphors, analogies, paradigms, metonymy, redundancy, etc. As the old saying goes: a picture is worth a thousand words. Errors in the image narrative can compromise the entire creation and success of your publication.


5) Location: Orientation, Plans and Angles

Framing is the positioning of the elements. It is something used in practically everything that deals with images: photography, cinema, animation and, of course, the composition of images. Just as a perfect framing can render a spectacular movie scene an incorrect framing can wipe out the message that your image should pass. Depending on the media to be used, we will know the size and space that will be available.


With this in hand, we can define how to use the space that we have. The orientation of the image will define the use of the space that we have for creation. If you do not have technical limitations what will define the orientation will be the message that the image should pass and/or what we want to show with it.


6) Light and shadow

Light and shadow are very important elements from painting to photography to cinema, so it would not be different for you who are fiddling with images. With light and shadow, we can transform a two-dimensional (2D) design into three 3D dimensions. With more light or less light, with more shadow or less shadow, we can dramatize a scene, increase the contrast, direct the view and even create textures.


7) Focus and Blur

The focus is sharpness. The higher the focus, the sharper, and the lower, the less sharp. We can use focus effect to highlight the most important part image. For example, in a portrait, we can blur around and the entire background of the image to evidence more important than would be the person in the picture. We can also totally blur the background to get the idea of speed.


8) Color

The colour is something fundamental in any piece to be created. The colour to be used in the piece is influenced directly by the theme of the piece and consequently, of course, also by the target audience. If you want something more aggressive you will use red tones and warm colours. Now if on the contrary, you want to pass the feeling of peace, calm, will wear white and less vibrant colours.


9) Contrast

Contrast is a powerful element in design and imaging, it would be no different. Contrast can be achieved in various ways: by colour, movement, light and shadow, proportion, etc. The most important thing about contrast is knowing that it comes to break the rhythm, to stimulate, to draw attention, to break the monotony, to unbalance.


10) Movement

Sometimes you need to get the feel of movement in an image and you can achieve this through blur effects such as on your DSLR camera or even in Photoshop. But we also managed to move through the lines of the images. Lines that the image itself gives us. These lines can be horizontal, vertical, oblique and curved.


11) Simplicity

Create images with only what is necessary, in an organized, simple, easy assimilation and understanding. This is simplicity. Be economical, focus on clarity and simplicity. Using minimalist techniques can also be a profile to follow. Simplicity does not only mean that you should not use effects, it means you can use them if you like, but with parsimony and consistency.


There is a lot to talk about the composition of images. It’s a little bulky business. There are things to know ranging from studying art to creating grids. And it’s not at all impossible to be creative and create images that truly achieve your communication goals. This is not only for someone who has talent. It is only to have a sharp look and good ideas in the head that everyone can manage to create good images and compositions.


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Sarah Feldman has years of experience in the digital marketing sectors and content writing. She has worked for several companies of Europe, America, UK, and Middle East. She is currently working as Blogger and Digital Marketing Expert in a web design agency in Dubai

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