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Marketing 101: What is the rule of thirds?

September 22nd, 2017

Marketing has a language all its own. This is our latest in a series of posts aimed at helping new marketers learn that language. What term do you find yourself explaining most often to new hires during onboarding? Let us know.

The rule of thirds is one of the first principles that all graphic designers, videographers, photographers and other creative roles learn. It’s a basic guideline for framing and image composition that results in the viewer seeing a balanced, more naturally flattering image.

To apply the rule, take your image and divide it into three parts vertically and again horizontally (it should look similar to a tic-tac-toe board.)

The rule states that the audience’s eye is naturally more drawn to the areas of the image nearest the intersection points. So, when you’re designing an image for a landing page, a social post, a PowerPoint slide, or even if you’re shooting a video, be sure to put the most important pieces of your image near these intersection points.

Applying the rule to video

Here is an example of a video frame from one of the most recent recent Quick Win Clinics published by our sister company, MarketingExperiments. The Quick Win Clinic series helps marketers with problems that are easy to solve but difficult to detect. Every week, Flint McGlaughlin, Managing Director, MECLABS Institute, takes a page submitted by the audience and optimizes it on the fly.

The primary piece of information we’d like the audience to see in this image is the person speaking, in this case, Flint McGlaughlin. You can see that Flint’s eyes are framed near the top left intersection point. As people, we are taught to look into the eyes of another person when talking to them. So framing an image so that a person’s eyes are near one of the points where the audience’s eye is naturally drawn makes a lot of sense.

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