Positive/ Negative Shapes and Space
In a successful positive/ negative relationship, the positive and the negative are interdependent and interactive. They complement each other to make a bolder statement. The negative space or the dead space refers to the blank space. Someone might use it to isolate the text to make it stand out. And then they put an image and that becomes the positive space. Leaving the other text to tell you a little bit more about it smaller so you have to actually look at the whole thing to know what it is.
In this ad they show you how the Pepsi drink is different than before and why it is, because the lime is peeing in it and adding flavor.
Its "Pepsi with a touch of lime”
Balance.
Balance is very important whether it is symmetrically or asymmetrically. Im sure they can find a way to make both work but in the end the actual ad has to be one or the other. This ad is for a school that teaches the arts, saying that they are thirsty for new and creative people. The colored pencils and the words on the bottom that read “we are thirsty for more creative blood” balance each other out and make the ad very creative itself and it pulls people in to really see what it is about.
Visual Hierarchy
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