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Shorouq Zulfikar

Design principles assignment

Unity: this ad is an
example
of
unity
because everything in
the ad incorporates
together
to
make
sense, the words are
completed
with
accuracy next to each
other. Also, the ad is
for Budweiser, the
women are wearing
outfits with that logo.
The blue and the
white
are
incorporated.
The
women represent different ethnicities also, which could be seen as
unity.

Emphasis: There is simplicity in the ad, very straightforward and to


the point. There are different focal points, different levels that the eye
can capture. It doesnt have any visuals that can distort the message
or confuse the customer; the ad is very simple and clear. It uses humor
with the main point still covered with great emphasis given to the main
message theyre trying to give out.

Shorouq Zulfikar
Design principles assignment

Scale: This particular


design
uses
scale
because it has a giant McDonalds takeaway package in comparison to
a human and a bench. With multiple factors, the conclusion that its
huge was made, but if it were just the bag or just the person without
any relation, this conclusion wouldnt have been made.

Balance: this ad has all the balance elements because everything in


the design is very symmetrical which makes it balanced, first the
spider is 50/50 exactly then the logo is on the right with the slogan on
the left which leaves the ad very balanced and symmetrical.

Shorouq Zulfikar
Design principles assignment

Repetition: This ad is seen to be using repetition because the same


letter is repeated throughout the ad and eventually it becomes another
letter and gives meaning to the entire ad The Z is repeated meaning
someone is sleeping and eventually it becomes and N for Nescafe, and
even though the ad is full of Zs, it is still quite meaningful and very
effective to portray the message.

Shorouq Zulfikar
Design principles assignment
Color:
VW
here
encompasses
on the fact that
Valentine
s
Day is coming
up and reminds
the
audience
with having the
car
in
red
which is the
color of love.

Contrast: The colors are two shades of the same color


which match each other, also each bra matches the
background its put in exactly, so theres seen to be
contrast
in
the
full
picture.

Harmony: This ad is seen to


be using harmony because its
all made of words and shading
and lines which is very similar
in the image as a whole with a
white background throughout.
The colors and words and
pattern is seen to be very
harmonious.

Shorouq Zulfikar
Design principles assignment
Direction: The use of the
words in a certain display is
showing how the ad should
be viewed and in which
direction should the person
reading it go, from the
biggest to the bigger to the
smallest, so the direction of
the words or the eyes
attention is guided by the size
of words. Its unlikely that a
person will try to read the
smallest words first then
move to the biggest, its the
biggest to the smallest, the
highest to the lowest.

This ad is an
example of an imagine that is
left to the design while the rest
of the ad going to the brand
name and the information so the
image is cropped, zoomed in or
in other words maybe this is not
the full image.
Cropping: