Captivating Compositions

4 min | Storytelling

Great composition can’t fix a bad concept, but it can really improve a good one.

Let’s explore the techniques of Ale Burset, one of the world’s top ad photographers:

1. Rule of Thirds

Divides the frame into nine equal parts, placing the most important elements where the lines intersect. It guides the eye naturally.

Heinz

2. Circle

Typically conveys unity and harmony, but can also emphasize feelings of being trapped or surrounded.

Small text: "He sees what can't be shown. The burial of another undernourished child." – World Vision

3. Cross

Creates tension and focus at the intersection.

Burger King

4. Tunnel

Builds depth, invites the viewer deeper into the scene.

Small text: "Land Cruiser: Made for outdoors" – Toyota

5. L-shaped

Leads the viewer’s eyes through the “L” shape. It also enhances the effects of negative space.

Small text: "Find your summer" – Magnum

6. Golden Triangles

Balances conflicting elements. The mathematical ratio appeals to our sense of beauty.

Small text: "Escape Bad Habits" – Chirino Fitness Club

7. Golden Spiral

Leads the eye from the setup of your story to the climax.

Small text: "A quick response makes the difference" – Hospital Angeles

8. Diagonal

Creates action and makes the ad look authentic and unstaged.

Heineken

9. Double Diagonal

Adds volume to flat images and builds suspense.

Small text: "You're Lucky" – Play Loto

10. Balanced Scale

Creates stability or comparison. Great for before-and-after or this vs that shots.

Small text: "No more back seat fights. 2017 Escalade with Dual Screen." – Cadillac

11. Unbalanced Scale

Gives a feeling of unease or excitement. Helps reflect instability or adventure.

Viajes El Corte Inglés, a Spanish travel booking site

12. Inverted Pyramid

Directs attention to your main subject, like an arrow.

Small text, top: "Your neighbor's mother," "Your neighbor's brother," "The neighbor you crashed into." Small text, bottom right: "When you don't want to be there." – Stem Flowers

13. Compound Curve

Adds elegance, flow, and speed.

BMW

14. Three Spots

Creates rhythm and evenly distributes the focus.

Small caption: "Everything has an origin" – Mcdonalds (This ad is part of a bigger campaign.)

15. Radial

Focuses intensely on a central figure or object (e.g., a person, a flower, or a building).

Small text: "Soon electric" – Harley-Davidson

Cheat Sheet

In this recipe

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