In this graphic design lesson, we will create a poster with some of the features of the grunge style that is characteristic of Nike shoe advertising. Graphic designers are often hired to work in advertising campaigns. Large projects are implemented under the direction of the art director, through cooperation with a team of several, creative people specializing in various issues. Small firms, on the contrary, as a rule, enter into a contract with one designer, and give him detailed instructions on how they want to see the design of their product.
Here is the poster design that we will create.
Materials for the lesson
Step 1: Product preparation
Classic Nike shoes were selected for this tutorial. You can use the image of any product and create the same effect. If you want to work with the same image, go to NikeiD and create your own pair of shoes for your poster. You can even use your favorite sneakers.
As soon as you have decided on the subject of the design (i.e., what shoes or what product you will represent), use Pen tool (P) (Pen tool) in the mode of choosing the path along the edges of the shoe.
Click Ctrl / Cmd + Enter, To make a selection, or on the canvas, right-click inside the object’s outline, select Make Selection in the menu that appears. Invert selection Select> Inverse (Selection> Invert) and press Delete, to remove his background. Thus, we will define and prepare our product for later submission.
Step 2: Creating a new Photoshop document and placing an object
Create a new document Ctrl / Cmd + N (File> New …) in photoshop size 1000? 800px with white background.
After the new PSD file is created, insert the boot.
Step 3: Add background texture
The focus of our work is the product (shoes), so we will create a soft, unobtrusive background with the goal of shifting some attention to the subject of advertising.
Download the Grunge Grab Bag: Texture Pack texture pack (the Grunge Grab Bag Texture 02 texture was used in the lesson) and open it in Photoshop Files> Open(File> Open).
Click Ctrl / Cmd + T, to activate the team FreeTransform(Free transform) and reduce the size of the texture to match our canvas.
Place a texture layer between the shoe layer and the default white background layer.
Step 4: Work with background texture
Discolor the texture by selecting its layer in the layers panel and clicking Shift + Ctrl / Cmd + U or by choosing Image> Adjustments> Desaturate (Image> Correction> Discolor).
After bleaching the texture, switch Blend Mode (Blend Mode) layer on Overlay. Now the background will turn completely white because it is superimposed on the bottom layer with a white background, but don’t worry: we will fix this with Blending Options.
Right-click on the background layer in the layers panel and select Blending options(Overlay Settings). A dialog box will appear. Layer Styles (Layer Style). Here, select the gray color (# b5b5b5) in paragraph Color overlay (Overlay color).
After you’ve added a layer style Color overlay, reduce property Opacity texture layer 30%.
Tip: When resizing textures, a lot of small details will be lost. For more detail on your texture, you can use the Sharpness filter. Filter> Sharpen> Sharpen (Filter> Sharpness> Sharpness), if you want to.
Step 5: Making a floor
Now that we have a nice grunge background, let’s create a floor for our object. Duplicate the texture layer by right-clicking on the layer in the layers panel and selecting Duplicate(Create duplicate layer …) in the menu that appears.
Insofar as Blend Mode (Blend Mode) The original texture layer is set to Overlay, we need to recover Blend mode duplicate layer in Normal.
After that click Ctrl / Cmd + T, to activate the team Free Transform(Free transform), and then drag down the top center control point to reduce the height of the texture, as if we were flattening it down – so we created the idea of perspective.
Next, take Burn Tool (O)(Dimmer tool) on the toolbar to darken part of the floor, in particular, we want to darken the bottom corners.
The floor is still too noticeable – we want it to blend more with the texture of the background. For this, we “deepen” the image and the floor looks less distracting. Use Eraser tool (E)(Eraser tool) to remove the upper horizon (upper edge of the floor). To do this, select a large soft brush with Hardness 0%.
Tip: If you prefer, you can use a layer mask and a black brush to achieve the same result.
To complete the floor, create a new layer on top of it, select a large, black, soft brush and paint over the corners to darken them. After that, reduce Opacity(Opacity) this layer up to 10%.
The goal of this step is to draw the viewer’s attention to the center of our canvas where the product is placed.
Step 6: Creating a light effect for shoes
The background is almost ready. The final touch is the lighting effect behind the shoes. Light effects are a way to enhance the product and attract even more attention to it. Do not forget that the purpose of an advertising poster is to sell a product, so we must do everything possible to increase the client’s desire to buy it. Just a few details can make him stare, or immediately look away.
Start by creating a new layer that will be directly above the background layers.
Then take a big, white, soft brush. Brush tool (B) and use the canvas once to create a light effect.
Step 7: Creation of bright colorful effect
Now we will add color effects to our composition. We will place them on the back of the shoe, as if the paint melts it (hence, “toxic paints”).
To achieve this result, we must determine which colors to use by taking samples from parts of the shoe using Eye dropper tool (I) (Pipette tool), and edit them a bit to match the color of the shoe.
For the effects themselves, you can download the Paint Tossing Pack from the Media Militia.
Let’s start with the bottom of the shoe (yellow area). The best option would be to find the simple effect of a horizontally oriented form. This one (from the Paint Tossing Pack) is perfect for our purposes:
Creating a yellow effect
Open this texture in Photoshop and double click on the layer with a white background to unlock it.
Take Magic wand tool (W) (Magic Wand Tool), select the white area by selecting it on the canvas (the entire white area should automatically stand out), and press Delete, to remove the background. Drag the prepared form onto the main canvas.
Run the command Free Transform (Ctrl / Cmd + T)(Free transform), to rotate the paint and resize it. Place it on the yellow soles of your shoes.
Now we have to make the paint yellow. For this we will use two adjustment layers.
Select the paint layer as the active layer in the layers palette and execute Layer> New Adjustment Layer> Gradient Map (Layer> New Adjustment Layer> Gradient Map). To change just the paint (and not all the layers that are below the gradient map adjustment layer), create a clipping mask. Layer> Create Clipping Mask(Layer> Create Clipping Mask) on the adjustment layer.
Set the gradient colors from dark yellow (# e9c603) to brighter (# f3df71).
The paint color is still too light. Use adjustment curve curves Layer> New Adjustment Layer> Curves (Layer> New Adjustment Layer> Curves), to darken it a little to match the yellow color of the sole of the shoe.
Finally, create a layer mask for the paint, take a soft black brush, and use Brush tool (B) (Brush tool), to remove a small patch on the right side of the paint, so that it looks like it belongs to a shoe.
White paint at the bottom
Other effects are created using the same method, but using different adjustment layers.
For white paint, apply a black and white adjustment layer to discolor the paint and the gradient map of the adjustment layer, from light gray (# d7d7d7) to white (# FFFFFF) to color it.
For the red paint, a red shape was selected from the Paint Tossing Pack turned horizontally with Free Transform. To darken its color, apply Curves (Curves) adjustment layer.
Increase gray paint brightness to 70 using Brightness / Contrast(Brightness / Contrast) adjustment layer Layer> NewAdjustmentLayer> Brightness / Contrast (Layer> New Adjustment Layer> Brightness / Contrast). Then add Gradient Map (Gradient Map) adjustment layer, from dark gray (# 525252) to light gray (# e6e6e6).
White paint at the top
Finally, for the last effect, apply the same adjustment layer as for the white paint below.
Step 8: Poster enhancement using layer masks
Select a layer with shoes and create a layer mask by clicking on the button Add layer mask (Add layer mask) at the bottom of the layers panel.
After creating the mask, use a black, soft brush. Brush tool (B) to erase the back of the shoe without losing the pattern itself (this is very convenient, because if you want to change something, return to the original state, or if you make a mistake, you can simply remove the layer mask). This will create the illusion that the colors are naturally associated with the shoe.
Step 9: Adding shadows on shoes
Create a new layer under the boot layer, we will add a soft shadow effect to the shoe on this layer. It is best to take a soft black brush and paint at the bottom of the shoe.
After you draw the areas with shadows, reduce Opacity(Opacity) layer so the shadows stand out less.
Create more shadows, but do not use a single layer to create them. Better make the shadows of different places on different layers. Thus, you will have more control, and you will be able to create the necessary depth, adjust individual layers to get interesting results. For example, you can reduce Opacity(Opacity) each layer to different values so that the shadows look more realistic.
Step 10: Final processing
The advertising poster is almost complete. The colors perfectly interact with each other. It is simple, but at the same time bright. In addition, it focuses on the product and is focused, which corresponds to the principles of advertising. Evaluating the composition, we can say that there is nothing more to change.
What we can do is slightly increase the contrast. To do this, create a new Gradient Map (Gradient Map) adjustment layer on top of all other layers. Set the gradient from black (# 000000) to white (# FFFFFF), and then switch Blend Mode (Blend Mode) adjustment layer on Overlay.
Finally, reduce Opacity(Opacity) layer until you are satisfied with the color contrast of your composition. In the example, the opacity was reduced to 30%, which seems to look good.
In order to stylize the poster a bit, the Design Instruct logo was added, as well as the cursive inscription of the site name (WeGraphics) in the lower right part of the canvas.
In this Photoshop graphic design lesson, we learned how to create a grunge advertising poster representing Nike shoes (which can be replaced with any own product). You got the skills to create the effect of “toxic paints,” learned about the techniques of attracting customer attention to the product, by changing its environment, appreciated the advantages of corrective layers, and much more.