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Before & After by John McWade

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Chapter . Focal points: Complex or ambiguous photo? Eight simple ways to put the reader’s eye where you want it.

Look here! Short of using red arrows or circles, how do you guarantee that readers will look where you want them to?

Photos are almost never shot in such a way that completely focuses all attention on what you want to point out. What follows are eight elegantly subtle solutions for whispering—not shouting—look here.

Draw an outline

Before

Draw an outline

Our rooftop carrier is dwarfed by the big Jeep. This is how it looks in real life, but it’s not ideal for an ad.

After

Carefully traced outlines solve the problem beautifully (above, right). The Jeep’s still ...

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