Sometimes it’s true that less is more. In design, often the tendency is to cram in too many ideas by trying to fit a variety of elements together. However, this creates a disjointed effect — a lack of consistency that causes more confusion than anything else. Sometimes just stripping away one concept can lead to more freedom and more creative opportunities than you ever thought possible.
Let’s focus on shedding one design element in favor of a minimalistic approach. How would one design an image or ad without any color involved? Here we’ll explore exactly how to use only black and white hues to make images that still pack a punch.
Consider Your Layout
Since you don’t have any color to work with, you can be much more focused on the bare-bones elements of your design. Spend time considering where will your text will go in relation to background textures or images. This will need to be planned more in depth since you are only dealing with two hues, and you don’t want any graphic elements becoming confused. If your lettering will be black, make sure you have enough white around it, either in a background or even just shadowing, to make the lettering apparent.
Use Space to Your Advantage
Want to really add some mystique to your image? Use blank space! Make a statement with what you’re not including, so that focus is drawn to what is actually there. This is an even greater use of minimalism and helps create a sense of calm, uncluttered sophistication.
You can either use negative space to create a new image or simply display your black or white image on a blank, contrasting background (i.e., creating a silhouette image). This gives the concept while still leaving questions in your viewer’s minds, which will draw them in to see more and ask what you’re all about.
Keep It Simple
Now, we’ve all seen this type of black and white image before: You squint and tilt your head and look at it for minutes on end and still walk away wondering what you were looking at. If your mind can’t make sense of the picture, it’s time to simplify it.
One snag with using black and white is there are no other colors to differentiate aspects of your graphic. This means that your images must be simple and precise, with enough contrast to allow your brain to decipher it relatively quickly. Don’t combine patterns with graphics or fonts that overwhelm your viewers or, if you’re using photographs, be sure they are high contrast and easy to understand.
Use Gradations for Variety and Depth
If your ad needs a little more depth and texture, try adding in some gradations of black and white. Shades of gray allow you to create shadow effects on lettering, helping to eliminate some of that flatness that comes with working in two dimensions. It also gives a little bit more variety so the stark black and white doesn’t make your eyes cross! Working in monochrome means you can include the in-between shades that naturally occur, so don’t be afraid to throw in some grays to really make your graphic elements pop.
Ready to create a show-stopping black and white ad? Start designing in Easil and add some class to your next campaign!