Today’s post is a review of the secondary principles of design.
“Scale” is used through the visual comparison of three vacuum cleaners. In real-time, these vacuums are approximately the same height. However, to show the “twice the suction of any other vacuum”, the Dyson brand’s scale has been increased to visually show it is twice as large as the other two vacuums.
The emphasis on density and textures are used in this advertisement to draw the viewer’s eye (focal point) to the bowl of cereal. The result is a contrast of solid, smooth, red, and white colors as opposed to the more variety of shapes (squares and berries), textures (roughness of squares, matte of berries), and colors (neutrals and blue) found in the cereal bowl.
Rhythm is portrayed in this advertisement through the way the text is presented and through visual cues of the mist and the leg’s direction. The text presents rhythm by repeating the beat: “The” (small), “Wait” (large), “is” (small), “over” (large.) The direction of the spray mist and text encourages the Movement of the ad (from top to bottom) by beginning the spray at the top of the leg and ending downwards to the foot.
By incorporating Movement into this advertisement, the viewer is encouraged to “read” the text in a circular movement. This ad used the repetition of cookie shapes to create the Movement to the next grouping of text (upper left: Meal Magic, lower right: Real Mom, lower left: product packaging.
The principle of Proximity can be seen by where the text, the visual element of the PC, and the use of a large negative space are placed. Since the text (both blue and yellow, Bold) is, all the same, a relationship is formed not only with the typestyle but also the space between the letters. This ad adds additional interest when the Proximity of the text overlaps the visual reference (PC) and creates a sense of unexpectedness and tension.
Repetition is shown through this advertisement by displaying three freeze-frames of the same scene of the film “Straight Outta Compton.” These freeze-frames create repetition for the entire ad by keeping all design elements consistent. Alternatively, the only object that observantly changes is the actor’s head’s position.
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