2. PICTURE 1 – STOP METAL
THEFT
an example of lack of application of visual principles
3. Found on public
notice boards
Educate the public
about preventing
theft of metal
Alertingpublic
about spike in
case occurrence
Picture 1 – Stop Metal Theft
4. Figure and ground
Size of image and
text are similar
Difficult to tell which
is figure, which is
ground
Too many things
calling for the
attention of the
viewer
No clear indication to
guide the eye as to
how to approach the
photos
5. Spatial
Orange quote
should be in front to
order attention
Images overlap the
quote, perception of
it being of
secondary
importance
6. Proximity
Some images are
further away from the
quote
7. Continuity
Blue arrow cut off
by the black lines
Flow and direction
of arrow does not
aid visual ,
neither is it logical
8. Disorganization
Caption and quote go
beyond the widths of
the images
9. PICTURE 2 – COCA COLA
LIGHT
an example of good application of visual principles
10. Busstop
ClearChannel
boards
Marketing of Coca
Cola Light focusing
on the attribute of
‘Light Taste’
Useof celebrity to
front the product
11. Harmony of colours
Red, black and white are
the colours of the
product
12. Figure and ground
• The colour of the
background makes it easy
to identify the figure
• Figure also takes up a
larger proportion of the ad
• Ad drives the point by
being simple
13. Continuity
Centralised top-
down placement of
text and image
Illusion of the
silhouette of a
Coca Cola bottle
