When you haven't much space in a small image
try LATERAL THINKING!

SAVE SPACE
in animated banners, cell phone graphics
and other very small images
by
CHEATING WITHOUT CHEATING
(otherwise known as lateral thinking!)

 

Brief for our familiar 'egg banner' was to produce an ad for well water sulphur-removing units. Sulphur contamination smells of bad eggs. The client wanted to show a cartoon egg running away. Several people had tried this without much success.

They didn't know how to cheat! Break the rules. Let the egg lie down. Why show it running away? Just let it sit still and pull faces.

Banners and mobile phone message pictures were originally designed for text, so they're long and low. Designing in this awkward tunnel, you have to lie on your side, which naturally encourages lateral thinking! Make the most of it. Cheat at every possible opportunity. You'll get lots more in.

Lateral thinking is breaking the rules
- without breaking the rules!

Needless to say, lateral thinking always has to start with literal thinking.

In other words, you can't break the rules effectively
unless you know them first.

Then you step aside (laterally)
- and take a look at what's not beyond the pale.

In other words, you start to be more creative.

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