What makes effective graphics in clothing products?

Throughout my project I will be investigating the features that make graphics in clothing effective. The
emergence of artists and designers using clothes as canvases has brought about an influx of unique
fashion trends that have shifted the purpose of printed graphics upon garments forever. In previous
decades, products such as t-shirts have been imprinted with logos for work, sport team designs and
uniforms. This idea is reflected through infamous designer Virgil Abloh’s ethos, as he states in an
interview with Hypebeast ‘being a designer now means something different in a previous generation
and I think what makes room for large opportunity is that there’s new space for dialogue’i – that space
being fashion. When considering the construction of a piece of clothing, there are many components
that one must consider; the message, imagery, colour palette, layout, function and style are all pivotal
elements that must come together seamlessly in order for the product to be efficacious. In order to
deepen my understanding of these factors, I will conduct research into several existing clothing
companies (such as Come Sundown and Boot Boyz Biz) who successfully implement effective graphics
that perfectly string together colour, content and the message. This will also inform me of knowledge
vital for my own practical project.

The colour palette of both the artwork and the product is perhaps the most important factor in making
effective clothing graphics. Not only does it make the initial impact, but it can alter the overall message
that a viewer can construe from the design. Brandon Rike, an American graphic designer, states that
‘colours sell, first and foremost. Whether it’s a one-colour white graphic on a black t-shirt, it’s that
initial connection that the buyer wants to make’ii which explicitly highlights the importance of colour.
This notion is seen in various pieces of clothing, a
particular example being a t-shirt designed by
Australian brand Come Sundown. The piece seen to
the right which features social commentary on the
lifecycle of authority furthers its appeal to their
audience, who are most probably those who have an
interest in design, by using a resplendent colour
scheme of bright yellow and blue. This contrast
creates an impactful response from the buyer, with
their attention immediately drawn to the emboldened
artwork that is strategically placed in the top centre of
the t-shirt. However, this may lessen the scope of the
target consumer as some may not agree with the view
portrayed on the t-shirt. The fluid manner of linework
paired with a graphic style perfectly conveys the thought-provoking commentary influenced by social
contexts of police brutality. This example is pinnacle of effective clothing in graphics; complementary
colours that bring direct attention to a message-carrying design that is complex yet simultaneously
minimal in look. I particularly enjoy the subtle way in which the design carries across a message
pointed towards the social context of misused authority yet keeps a sophisticated artwork that is
presented in a bold fashion.

Another factor that is extremely significant within the graphics placed upon a garment is the message
it promotes. Fashion is a way for many to express their identity, and therefore the clothing they choose
to wear reflects their morals, personality and thoughts. As American bootleggers Boot Boyz Biz state,
‘shirts are truly a remarkable mode to distribute ideas and knowledge’iii. This conveys the idea that
the graphical makeup of any clothing should convey an idea or message that the customer or onlooker
can identify with. This concept is fundamental to their brand and can be seen throughout their archive.
The example seen below, for instance, sees a very graphical style that references various social,
political and artistic images that bring the actual content of the design to the forefront of the piece.
Fashion has historically been used as a vehicle for the ideas of the creator, for instance when Jean Paul
Gaultier introduced a male skirt in 1985. This idea can also be seen in aforementioned designs of Come
Sundown, showing how successful brands effectively implement socio-political messages. The phrases
‘Raise boys and girls the same way’, ‘A sense of timing is the mark of genius’ and ‘lack of charisma can
be fatal’ are all quotations that are not only impactful and thought provoking – they are ideas the
purchaser can relate to on a more personal level, deepening their connection with the product and
thus their inclination to purchase it is increased. In the design, bright primary colours are purposefully
placed amongst a clean white background to make the various segments of artwork pop out, similar
to the way in which the previous design explored uses complementary colours to bring attention the
artwork. This brings emphasis to certain parts of the graphic, such as the red typeface, as well as
making an initial connection with the buyer as Brandon Rike stated. The graphic style of the company
that sees vintage images manipulated by Photoshop turn into exceptional pieces of artwork also adds
to the punchiness of the design, with the complex composition enhancing its eye-catching manner.
Furthermore, the intriguing way the bootlegged designs are cut out and pieced back together deepen
the meanings behind them. As the brand states, ‘Grinding disparate elements together always
provides fascinating results and revealing truths’. I particularly like the unorthodox style of the layout
as well as the deep messages that lie beneath the artwork. Graphic t-shirts have, in the past and
present, been used to symbolise a subculture or idea you feel tied to. This could be seen through
Thrasher T-shirts will clearly indicated your hobby (skating). This is an aspect that I wish to take into
my own clothing designs; the pieces should represent a movement that will create an inquisitive
reaction from the consumer.

Imagery and layout are also important factors in creating effective clothing graphics. Not only does it
pinpoint the buyers’ attention, but it drastically changes the meaning and successfulness of a design.
Poor layout can lead to confusion amongst the artwork as well as not presenting a clear concept.
Intriguing use of layout can be seen in previously discussed designs, primarily the works of Boot Boyz
Biz, where the designer uses rather unique and sophisticated ways of laying out the graphics. A good
example of effective layout that goes hand in hand with the concept of the artwork can be seen below,
where the designer of Remb Clothing has positioned the brand name in a larger font in the top centre
of the t-shirt. This is complimented by the attention-grabbing green accompanied by a complementary
muted purple. On the back of the t shirt, the text is positioned amid a table design that is reflective of
the nutritional information on the back of a product such as a cereal box. Here, layout is evidently
vastly important as it lays the foundation for the design concept. Creative ways in which to present
the information seen upon the product will add a unique element to the clothing as well as making it
more appealing to the customers. This idea is also existent on the front graphic, where the bowl is
filled with a vinyl. The simplicity of this creates a minimalist sense to the design whilst retaining a more
complex concept. This goes to prove the way in which when designing the artwork for a piece of
clothing, one must take into account the style and means of presenting it in order to successfully
convey their design.

Overall, there are a myriad of factors that need to be considered when piecing together a piece of
graphics for clothing. Each component plays a key role and the product cannot be effective without
the other. However, there are elements which are debatably more vital than others. For instance, the
message the garment is conveying is hugely important as customers will opt for the product they feel

is reflective of how they wish to express themselves.

However, this is a subjective aspect to the design of the graphic and therefore I would conclude that
it is the actual imagery, alongside its colouring, that is the most significant factor in making the artwork
effective. This is because it ultimately makes up the product that the buyers will therefore purchase,
and therefore needs to be appealing, unique and well made. The colouring of the artwork is also
heavily noteworthy as this will create an initial impact in which the potential customer can relate with.

Bibliography

https://gomedia.com/zine/insights/fundamentals-of-great-shirt-design/

https://www.youtube.com/watch?v=KLq-0QU0VXo&t=798s

http://www.come-sundown.com/store/lifecycle-of-authority-ss-daisy

https://www.dazeddigital.com/fashion/article/32306/1/the-chicago-bootleggers-making-the-t-
shirts-of-your-dreams

https://www.remb.co.uk/product/rave-nutrition-t-shirt-green-lilac

i
Virgil Abloh Explains Why Streetwear Is An Art Movement, Youtube, Hypebeast
https://www.youtube.com/watch?v=KLq-0QU0VXo&t=807s
ii
The Fundamentals of Great T-Shirt Design, Go Media
https://gomedia.com/zine/insights/fundamentals-of-great-shirt-design/
iii
The Chicago bootleggers making the t-shirts of your dreams, Dazed
https://www.dazeddigital.com/fashion/article/32306/1/the-chicago-bootleggers-making-the-t-shirts-of-your-
dreams