The Art of Mockups in Design: When Less is More
The Mockup Trap: When Presentation Overshadows Design
In recent years, while scrolling through designers’ and agencies’ portfolios, I’ve noticed a growing trend: projects buried under an avalanche of mockups. Presentations that look like endless photo galleries, where the true protagonist — the design itself — gets lost among thousands of scenic visualizations.
But how did we get to this point? And more importantly, how can we return to a more balanced approach?
The Role of Mockups in Modern Design
Mockups were born as a tool to bring projects to life, to help clients visualize how their brand will exist in the real world. They’re a powerful tool, but like any powerful tool, they require wisdom in their use.
When Mockups Really Work
Brand Contextualization
- Show how the design adapts to different contexts
- Help validate design choices in real scenarios
- Create a bridge between abstract concept and practical application
Client Communication
- Facilitate project understanding
- Help visualize return on investment
- Make the intangible tangible
Professional Presentation
- Add a level of refinement to the project
- Show attention to detail
- Create an engaging presentation experience
The Risks of Excess
But as with everything, excess can become counterproductive. Here are the main risks:
Form Devouring Substance
When mockups become too many, the original design risks getting lost. It’s as if the frame becomes more important than the painting itself.
Loss of Focus
Each additional mockup divides the viewer’s attention. The more we add, the more we dilute the impact of our main message.
The “Too Perfect to Be True” Effect
An excess of mockups can make the presentation unrealistic, undermining the project’s credibility instead of strengthening it.
How to Use Mockups Effectively
1. The “Less is More” Rule
Select only the most strategic touchpoints for the brand. It’s better to have three mockups perfectly aligned with the brand positioning than twenty generic ones.
2. Strategic Choice
Each mockup should:
- Reflect brand positioning
- Show a unique aspect of the project
- Serve a specific purpose in the narrative
3. Visual Hierarchy
Ensure that design remains the protagonist. Mockups should support the presentation, not dominate it.
Tools and Resources
For those looking for quality mockups, here are some selected resources:
- Mockups.digital: A curated library of free and premium mockups
- Tip: Invest in quality mockups for your brand’s most important touchpoints
Conclusion
Mockups are a tool, not the end goal. Our objective as designers is to communicate an identity, tell a story, solve a problem. Mockups should support this mission, not distract from it.
The next time you prepare a presentation, try asking yourself: is this mockup adding value to the story I’m telling? Is it helping the client better understand the project? Or is it just adding visual noise?
Are you a designer dealing with project presentations? Did you find these tips helpful? Share your experience in the comments or contact me directly to discuss the topic.
👨💻 Alessandro Giammaria
Brand & Digital Designer | Creating visual experiences that tell authentic stories
