We’ll continue with the topic of working with composition in ad creatives. You can check out the first part at the link.
Working with 2D and 3D composition
Depth and planes
To create a sense of space, a composition is typically divided into foreground, middle ground, and background. The foreground can frame the scene and guide the viewer’s eye; the middle ground usually contains the main object with the strongest contrast; the background sets context using simplified or desaturated shapes.
Light and shadow in composition
The direction of the light source determines how shadows fall. Ideally, shadows should be placed so that the main objects stand out against either their own shadows or the shadows of surrounding elements.
Shadow is a compositional tool in itself. Large, voluminous shapes with visual weight can help emphasize key objects, or, if misused, distract attention by creating visual noise.
Cameras in composition
Visual storytelling in games most often relies on three camera types: isometric, perspective, and parallel projection. Each one influences how attention is guided and how readable the composition feels.
While 2D focuses on planes and 3D on volume, many core principles of directing attention apply to both.
What works great in both 2D and 3D:
- Clear focal point through color, light, and scale
- Contrast in color, shape, and lighting
- Balance between visual mass and empty space
- Rhythm — repetition of elements that leads the eye
What’s specific to 3D:
- Depth and planes (foreground, middle, background) for better perception
- Light as the primary tool for emphasis
- Camera settings as a compositional instrument (perspective, focal length)
Four simple ways to check composition readability
Mini preview
Shrink the image to a small icon size (around 200–300 px wide). If the main object is still clearly visible, the composition will scale well to larger formats.
Black and white check
Convert the image to grayscale to evaluate light and dark values only. The focal point should remain obvious, while the background elements should differ in brightness.
Reflection
Flip the image horizontally. This fresh perspective helps reveal crooked lines, balance issues, or unnecessary details you may have stopped noticing.
Squinting or blurring
If the composition remains readable even when blurred, it has a strong visual foundation.
Final thoughts
A strong composition isn’t just visually appealing, it's instantly understandable. When chasing creativity, it’s tempting to fill the screen with small details. But in reality, you have only a couple of seconds to capture attention and guide the viewer toward the desired action.
In that context, the ability to separate what matters from what doesn’t, and to focus, is often more important than the ability to create beautiful imagery.
