Jeep Ad
Lego Ad

From p. 15 of The 4 Principles of Design, by Robin Williams


A particular design element is emphasized through the use of contrast in type, color, size, line, thickness, space, shape, etc.

Directs the viewer’s attention
Metropolitan Life Ad


Visual elements are repeated, such as color, shape, texture, spatial relationships, line thickness, size, and font

Helps strengthen organization and give visual unity
IPhone Ad


Visual elements are connected by their alignment horizontally, vertically, diagonally, radially, etc.

Creates sense of order or dynamic tension
Ipod Ad


Related items are grouped together so as to become a visual unit

Helps organize information and reduces clutter
British Airways Ad

HOW ARE THE PRINCIPLES OF CONTRAST, REPETITION, ALIGNMENT, AND PROXIMITY
OPERATING IN THIS AD?

• Trying to sell product
Ads
Both
• BOTH ARE AIMED
AT PERSUATION
• BOTH TARGETED
TO PARTICULAR
AUDIENCE
• Trying to change attitudes or behavior
PSAs
Both genres use visual, textual, and auditory rhetoric aimed at persuasion; both targeted to particular audience.
Moreover, their purposes, while distinct, can sometimes overlap.