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Try this test... Pick up any nice magazine and flip through the pages trying to not focus your attention on the ads, but to casually glance at them as you turn the pages. But... pay attention to the ads which make you stop and truly look. Ads that work are those that utilize "negative space" in the layout to stop the viewer's scanning... and to capture their visual attention... and then their mental attention. Most photographers, and most junior graphic designers know nothing about this. If the photograph has too much detail in focus, it will greatly diminish the effectiveness of the print ad. |
