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In this short tutorial, I’m going to demonstrate a principle of how you can make text titles “pop” without Spot Colours in printed works (this technique works for online use, too). The method I’m going to outline shows how you can use bright imagery with vivid-coloured headline titles (whilst still conforming to the principle of AIDA).

In short, this teaches you how to get the most out of using a combination of striking coloured imagery and header titles.

The following 3 images show example segments of, say, a poster design for a flower show (without any other details shown. Imagine this is the top half of a poster design).

Please note: The following method is aimed at people already familiar with Photoshop desaturation techniques, transparency and layers.

Appendix A: How the “normal poster design” would look…

As can be seen in the image below, the very vivid pink and green colours of the image are used in the headline. Yes, the headline title is noticeable, but to make it appear brighter, a spot colour could be used. Now, such colours could be a special ultra-bright Pantones®, hexachromes or even a metallics (not to metion UV coating, etc).

Flower Image source and copyright (Creative Commons): lrargerich

◥ The big problem with using spot colours is the additional cost, but there are ways of keeping a lovely bright image and stunning vivid headlines at the same time without the image ‘overpowering’ the title.

Here’s how: use colour psychology. ‘Trick’ the viewers brain into thinking that the headline title is more vivid than the image. Yes, you could just make the image less bright and saturated, but this would make the flowers look dull.

The key, in this case, is to use a kind of subliminal-gradient-effect. Huh? Let me show you how:

◥ The image above shows a desaturated version of the image, faded-out to transparent in a Photoshop layer. When this is overlaid above the original bright flower image, the vividity of the image is retained for most-part (especially in the lower regions). Near the top of the image, the image is less saturated and therefore less vivid and bright.

Appendix B: How the final poster would look

As can be seen below, the flowers image is less saturated near the top where it meets the headline:

◥ Overall, the image is vivid but the title headline appears to me more saturated than it actually is. This is because the “general viewer” will see the image as a whole and take more notice of the headline as there is a clear segregation between image and text—even though the same vividity of pink is utilised.

Take note of the Principle

Now, this principle can be applied in many ways. In the above example, I have used a method using desaturation, but many more ways can be used to make a headline “pop” without resorting to spot colours. Such methods include the use of curves, levels and alpha channels.

After reading this tutorial you’ll probably now see the image as it is (ie, a combination and gradual gradation of desaturation and vividity), however, this would be because you’re aware of the process I’ve outlined.

This process won’t make a massive difference if used correctly—as subtlety is key—but is should have an impact that is worthwhile.

The general viewer—when used correctly—should see poster, pamphlet or flyer designs that utilise vivid headlines and images without distracting from the principle of AIDA (Attraction, Interest, Desire, Action).

What do you think of this methodology? Do you think you will find use for it in the future? Adversely, have you used a similar method before? Please share your thoughts below…

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