3M Montage

Montage Elements

Montage Field

The 3M montage is comprised of a defined group of shapes arranged and layered to create dynamic effects. These shapes are picture boxes filled with semitransparent color or a photograph. Adobe® InDesign® is the recommended software for creating these montages. The position of the 3M montage varies slightly by application, based on functional and practical considerations.

The 3M montage is a horizontal rectangle with irregular edges on top and/or bottom, depending on the application. On most applications, it is positioned so that there is a field of white below it containing the 3M logo. Most applications will also have a white field above the montage field. Each 3M montage should have one overarching message based on the value proposition and key messages from a marketing and communications plan. Select imagery and develop your montage messaging type to support this high-level message.

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Montage Imagery

The strength of the 3M montage relies heavily on a clear hierarchy of images. One image serves as the “hero,” drawing the viewer into the piece. The hero image is generally the largest and is supported by complementary images that are sized and shaped differently from the hero and from each other. Use two or three distinguishable images per montage (less is more), plus supporting patterns, colors, textures and lines. Images should be separated by, and integrated with, overlapping areas of translucent color or pattern imagery to create a sense of depth. Avoid simply placing multiple images right next to one another, as the result tends to appear too flat.

• People: Show subjects in real-life environments (when possible). Show enthusiasm and engagement with the product or other people. Use tight cropping, shallow depth of field and low camera angles. Use moderate blurring to show motion. Direct eye contact creates an immediate connection with the viewer, but do not select people images based solely on the subject’s good looks. If used as the hero image, the people should have some connection to the business or brand, preferably using or enjoying the benefits of the technology, product or service.
• Products: Show close-up shots of products in use or images that demonstrate the product’s direct benefit for the customer.
• Patterns: Use one or more pattern or texture image as an engaging background and transition between other images. You can achieve a really powerful effect by using extreme close-ups or microscopic views of the product, revealing the ingenuity and science behind a particular product. For non-product focused materials, you can tightly crop a photo with interesting lines, shapes or effects to create a subtle pattern.

3M Montage Tutorial (PPT, 2.9 MB)

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Montage Messaging Type

The montage messaging type is not simply a headline placed in the middle of the 3M montage, it is a vital part of the overalll composition. It is a brief, memorable expression of your product’s or brand’s key messages or value proposition. It should be short and benefit-oriented. The preferred length is two short statements (up to two to three words each). Use a rhythmic tempo to make it easy to read and remember. Set the type in different sizes of Helvetica Neue 57 Regular Condensed and/or 47 Helvetica Neue Light Condensed with negative tracking and leading. Position the first part of the statement so the baseline of the type is aligned with the bottom edge of the horizontal montage field and the top of the second part is outside of (touching) the bottom of the montage field. Be sure the inside (white) type is positioned against a background with adequate contrast for maximum readability.

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Radius Corner

One of the key components of the 3M montage is the way shapes break into and out of the horizontal plane in unexpected ways to create unique compositions. One edge must have a radius (curved) corner with the other edge having a 90 degree (square) corner. The curve of the radius corner, in combination with the 90 degree corner, is derived from the shape of the 3M logo. The preferred combination is one radius corner and one 90 degree corner, generally with one on top and the other on the bottom. Never use more than one radius corner on the same photo. A radius corner script called “Corner Effects,” for Adobe® InDesign® CS2, is available online under the heading “Scripting Resources/Download InDesign Scripts”.

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Axis Lines

Semitransparent vertical and horizontal "axis" lines are another subtle, but functional, element of the 3M montage. They direct the eye around the montage field while creating a sense of structure based on the underlying grid. The axis lines shown above are .5pt white rules with an opacity of 50% so they engage with the color beneath. Axis lines should be part of the background and not conflict with faces, products or other critical imagery.

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Color

Our brand identity system does not include a specific color palette. However, each 3M montage should have one main color pulse or scheme. Select images that complement each other, are appropriate for the business or product, and work well with the overall color scheme. A business, brand or product line may carry the same or similar color scheme throughout multiple montages for multiple communications. Subdued colors provide a more sophisticated look. Choose colors that are brighter or duller than 3M Red, so as not to compete with the logo.

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