Basic Design Principles
In what ways does the piece succeed or fail in arranging elements? Grouping like elements and separating different elements?
The photo on the left contains a checklist of the accomplishments Michael Douglas has had in life. The photo to the right of that contains details of what the American Cancer Society has done so far. The space between the photos kind of makes you wonder why there is the space; therefore, it leads you to the photo on the right. If the space doesn’t already make your eyes go to the right to see the other part of the ad, the man’s arms act as implied lines. The man’s right arm (my left) points to the check list beside/on him. His left arm (my right) points to the other part of the ad.
How does the ad visually connect (or fail to connect) elements of the piece?
Left, Center, and Right
How does the repetition of elements in the piece strengthen the composition and create consistency (or fail to do so)?
White and grey.
The way the words are scratched through like a check list
The American Cancer Society logo
How does the piece use contrast in its elements to add visual interest?
The chromatic colors against the achromatic colors make the logo stand out.
If you focus on only the achromatic colors, the poster seems dead and depressing. If you add in the man smiling with that, the poster now looks positive, happy, and full of hope.
Typefaces & Fonts
Concord or Conflict?
Does this piece use the same font consistently? Or does it use different fonts that are different, but not different enough?
This piece does not use the same font consistently. There seems to be at least 3 fonts in this ad and they don’t seem to conflict.
How does the piece effectively use contrasts? Is more contrast needed?
I don’t feel that the ad needs more color. If the person were to be in color I feel that it would distract the viewer from the American Cancer Society’s logo.
To whom is the communication addressed?
Are there cost/benefit, before/after, comparison/contrasts and other appeals to logic?
Does the piece address credibility of the writer, relationship with the audience, etc?