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The advertisement incorporates the principles of design by using emphasis,contrast,pattern and proportion.
Emphasis: The background color of the advertisement is red, but the color becomes gradually lighter towards the center of the advertisement, where the six cups of coffee are shown.This is clearly emphasizing the coffees in the center.
Contrast: The center part of the advertisement is contrast.The coffee cups and their handles are placed contrast.
Pattern: The shape of the coffee cups with coffee inside is repeated six times in the advertisement.
Proportion: The overall layout of the advertisement is harmonious and united. All parts of it is closely related to each other. The nine cups of coffee in the middle is placed like a Christmas tree, and there is two small lines of words below illustrating that the shape above is about Christmas.(The red background is also suggesting that.) Then the coffees are also closely related to the logo of Nespresso and the coffee machine on the other side.
I find this advertisement interesting because it is creative enough to use the shape of the typical coffee cups to form a Christmas tree. Though it is quite common for companies to use their product to suggest people to buy their product while celebrating holidays. I never thought that coffee cups will be capable to form that,too.Also,you will first be caught by the bright red color before getting confused by the strange shapes below. After reading the small text below you will finally find its actual meaning. It actually compelled you to finish reading it. That is a smart and efficient trick. That is why I find it interesting.
I saw a really funny advertisement about a new type of Mercedes Benz. It is a commercial only launched in England. It describes a story about a man driving a car along a road with woods aside. While he was driving, he suddenly found out that the Azrael wass sitting at his navigator’s seat and said “sorry”to him. Then the car suddenly stopped in front of a pile of wood on the driving way. The Azreal’s face turned white as the man returned the favor to him by saying “sorry”to him, too.It’s funny because it perfectly shows the Britons’ special sense of humor. The advertisement introduced the car’s wonderful performance to you while playing a joke on the matter of death.
The logo of the bank of China is one of my favorite logos. This logo uses text, geometric shape and graphic image in its design. It used both Chinese calligraphy and English to show the company which the logo belongs to. Also, it uses a square , straight lines and a circle to form the logo. As for the image, these shapes forms a Chinese world “ 中 ” ，which represents China(Also the red color). However, with the combination of the circle and the “ 中 ” ，it looks like the ancient Chinese coin. Thus, the logo perfectly shows the function of the bank and the Chinese traditional elements.
Regarding to the principles of design, this logo uses contrast, unity and emphasis. The logo is completely contrast. The logo uses red to emphasis itself because red is a relatively attractive color. On top of that, since all the elements in the logo perfectly combine with each other, it shows the unity of the overall design.