visual techniques used:

contrast

irregularity

balance

simplicity

predictability

singularity

dullness

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Each advertisement thrives in different ways, using different visual techniques to communicate its message. The first ad is for a design organization called Imaginary Foundation that uses very thought provoking imagery. The contrast between the black and whites against the galaxy colors accents the advertisement's balance because there is so much going on. Unlike the second ad that is for water conservation that uses simplicity to focus the user on a single message and a single image. Color is not a key element in the second ad, it uses the dullness visual technique to portray the unhappy situation. The message is clear because of its clear focus and strong because it is obvious what will happen to the fish when the water goes out. The Imaginary Foundation ad presents multiple products with designs that offer irregular ideas. All of the many things on the ad are organized due to well balanced parts. The main image, the text, and the boards are all placed in a balanced way. 

Contrast

The advertisement is an example of effective contrast. There is a balance of large text with smaller text by their placement and whether they are horizontal or vertical. The use of different scales creates a harmony because where the large text claims a lot of space, it opens up more space around it where the smaller text can fill it in without being over powering. Effective contrast is also displayed with the color in the ad. The red background is bold and grabs your attention if you are flipping through a magazine or walking by quickly at the muni station. The white lettering is bright and clear in contrast to the red while the yellow is more subtle but stands out enough because it is combined with the white. The logo is the only part that is green, therefore emphasizing the main idea that the advertisement is for Starbucks. 

The portrait does not effectively use the visual element of contrast because it is difficult to distinguish what the image is. The woman's skin is too light in contrast to the background, almost making her face invisible. The hair, eyes, and lips are too dark and appear to be floating. The contrast between the features are too extreme, making it difficult to tell there is an entire face. It makes it confusing because it does not establish material or empty space because the background and tones of her face are too similar.  There are no polarities between the skin and the background so the picture lacks harmony between the tones. 

Syntactical Guidelines

The composition of this ad is balanced because the two images are mirroring each other. By making the objects on the right the same colors and sizes as the originals creates this balance. The message that is being communicated is to be careful of chemical storage to avoid accidents which is displayed with perception. By having image of an adults perception compared to the way a child would see it is very strong because it is accurate. Making the different bottles look as if they are toys provokes the thoughts of users because they realize they need to look at the situation differently. 

The following ad is not successful in communicating its message of being "naturally juicy". The grouping of objects does not connect the idea of being good and natural. The scandalous bear being grouped with the juice may confuse the user because it does not make sense why he would have such provoking body language and drinking juice. If the character seemed more like it was realistically from the wild and enjoying it because it related to fresh oranges, the message could have been projected differently. The ice cubes in the back are probably there to symbolize that it is cold and refreshing drink but it seems to be randomly placed there. The composition of the ad does not come together as one story because each element seems random even though each object symbolizes the themes the creative team was trying to communicate to the user.