Embedded Files
Elements & Principles
Art Elements
Art Elements
Line
Shape
Form
Space
Texture
Value
Colour
Design Principles
Design Principles
Proportion
Contrast
Proximity
Repetition
Variety
Balance
Negative space
Harmony & Unity
Hierarchy
Free Wi-Fi (McDonalds)
Highlighting its complimentary Wi-Fi service, McDonald's not only offers connectivity but also manages to evoke cravings for their French fries, cleverly doubling as the universal Wi-Fi symbol.
Advertising Agency: DDB, Sydney, Australia
Select three elements or principles that you think have been used most effectively and to write about:
Art Elements
Line / Shape / Form / Space / Texture / Value / Colour
Design Principles
Proportion / Contrast / Proximity / Repetition / Variety / Balance / Negative space / Harmony & Unity / Hierarchy
Example Paragraph Response
This print advertisement for McDonald’s effectively uses the art elements of texture and colour and the design principle of negative space to effectively advertise that McDonald’s offers free Wi-Fi to customers in store. The use of negative space draws immediate attention to the focal point of this print advertisement, which is a Wi-Fi symbol represented using McDonald’s fries. Colour is used to represent the McDonald's brand through red and yellow and the texture symbolising fries that are then presented to represent the Wi-Fi symbol. McDonald’s use red and yellow because these colours are associated with hunger and will cause their audience to think about food and then buy it. The design shows a simplistic but effective use of colour, texture and negative space to convince customers to use the free Wi-Fi in store while eating McDonald’s fries.
One Accident is Enough (Volkswagen)
When given the challenge of promoting Volkswagen's Automatic Post-Collision Braking System, DDB found humour in the scenario. This set of print ads portrays various accidents, urging readers to 'stop the chain.' From a man crashing his bike into a tree to disturbing a bees' nest and being chased by the bees into a crocodile-infested river, the ads add a touch of humour to a serious topic. Subtle details encourage viewers to pause and delve into the images for a longer, engaging experience.
Advertising Agency: DDB
Art Elements
Line / Shape / Form / Space / Texture / Value / Colour
Design Principles
Proportion / Contrast / Proximity / Repetition / Variety / Balance / Negative space / Harmony & Unity / Hierarchy
We Wish You a Scary Halloween! (Pepsi)
In a Halloween-themed twist, this Pepsi can is donning a frightening costume – a cape that cleverly mimics the branding of its competitors. The ingenuity of this design might require a moment to fully grasp, but once you do, its impact is unforgettable.
Advertising Agency: Buzz in a Box, Brussels, Belgium
Art Elements
Line / Shape / Form / Space / Texture / Value / Colour
Design Principles
Proportion / Contrast / Proximity / Repetition / Variety / Balance / Negative space / Harmony & Unity / Hierarchy
Finger-lickin' Goodness (KFC)
This KFC print ad, crafted by Zane Zhou and LamanoStudio in Chile, creatively emphasizes the finger-lickin' goodness. Everyday objects sprout mouths where fingers touch, showcasing the irresistible taste of the Colonel's chicken. The unique design aims to make a lasting impression, even if it means some unconventional nightmares.
Advertising Agency: Zane Zhou and LamanoStudio in Chile
Art Elements
Line / Shape / Form / Space / Texture / Value / Colour
Design Principles
Proportion / Contrast / Proximity / Repetition / Variety / Balance / Negative space / Harmony & Unity / Hierarchy
Hulk Have Boo-Boo (Band-Aid)
In this imaginative ad, Band-Aid highlights the flexible fabric of their bandages by showing the Incredible Hulk’s hand with a bandage on it. Hulk’s alter ego is Bruce Banner who transforms into the Hulk when he gets angry. We’re left to assume that Bruce was already wearing the bandage.
Art Elements
Line / Shape / Form / Space / Texture / Value / Colour
Design Principles
Proportion / Contrast / Proximity / Repetition / Variety / Balance / Negative space / Harmony & Unity / Hierarchy
Pymble Ladies’ College
Pymble Ladies’ College continues to advocate for change and progress gender equity. The College is motivated to equip its girls with the academic, emotional, social and digital intelligence to grow and flourish as influential and compassionate female leaders who are empowered to change the world for the better. The College has established an impressive portfolio of campaigns, including the successful event initiative 'Chairs for Change', calling on corporate Australia to remove gender from one of the highest offices in business by changing the title of Chairman to Chair for every Australian business.
Art Elements
Line / Shape / Form / Space / Texture / Value / Colour
Design Principles
Proportion / Contrast / Proximity / Repetition / Variety / Balance / Negative space / Harmony & Unity / Hierarchy
For Your Portfolio
Accredited: Choose one of the ads above
Tertiary: Choose two of the ads above
Identify three of the art elements or design principles that you can see have been used in the ad
Practise writing a paragraph that shows
-What elements / principles have been used
-How those elements / principles contribute to the meaning portrayed in the ad
-How the elements / principles might engage a particular audience
-If you believe the elements / principles have been used effectively and why.If you need support writing your paragraph, consider using the TEEAC Structure or any of our Write Good Resources.
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