Composition Basics

There’s a strong temptation to use a poster illustration to tell too much of your story. This really just waters down your message visually, and actually makes the composition less effective.

For example, let’s say that you have beautiful cabins, great activities like horseback-riding, mountain biking, hiking, etc. – plus: a classic main lodge, amenities and a gorgeous view. You may want to show all of this to remind the guest of all that they did and saw – and to sell your benefits to a new customer. However, this is a big mistake.

The narrative is jumbled, and you don’t really make a clear case for why your property is great. Also, aesthetically there’s no pace to the illustration – no clear order of importance. The result is a boring finished product.

Instead, choose one main element to highlight – and another two for the middle and background. If you have a few items that absolutely need front-level billing, consider a second illustration or even a series. Otherwise, the result may be ineffective – both in telling your story and the final desire – having a framed piece of art in a home or office.

A clean simple composition will result in a better finished product. Both in it’s effectiveness in selling your brand, and in a aesthetically-pleasing layout.

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