The secondary principles of design are very important to any good design.
1.) Emphasis
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- This advertisement shows the principle of emphasis by making the words HAPPY HOUR the primary focus.
- This sign immediately stands out with its use of dark, big, bold text on top of a bright background.
- We immediately see this sign and know that it is the primary theme of this poster.
2.) Movement
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- This movie poster uses the principle of movement through its use of a dark frame that draws your eyes toward the middle.
- The text being stacked vertically, draws your eyes downwards as you read the text.
- The foreground of the poster also creates two diagonal lines that frame the characters in the center.
3.) Proximity
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- This advertisement for Listerine uses the principle of proximity, by placing the animals as if they are coming out of the bottle.
- This placement creates an association that Listerine cool mint is as cold and fresh as the arctic.
- The ice growing around the bottle backs up the association to Listerine tasting like a cold, fresh, burst.
4.) Repetition
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- The repetition of the links, colors, and characters create unity in this poster.
- The colors used throughout this poster are mostly green and white. This ties the links, text, and logo to the background.
- The repeating numbers and characters in the background represent data on your computer, and tie into the theme of data security.
- The repeating chain links lead your eyes from the top left corner, to the paperclip in the center. This is where the repetition of the strong clear link, is replaced by the flimsy paperclip.
5.) Rhythm
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- This poster showcases the principle of rhythm through its use of spacing, lines, and shapes.
- The background has three panels that are all equal. This gives the poster a look that is centered in the middle and matches on either side.
- Visually, there are five lines that run downward. The two lines in the background tie in with the line running through the center of the tire.
- The gradient in the background also forms a circle that matches with the tire in the middle.
6.) Scale
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- This poster for Shrek uses the principle of scale to show a clear hierarchy, as well as making the characters look right.
- The Letter ”S” in the center is the most dominant aspect of the poster. It is scaled up to fit almost the whole poster, giving it heavy importance and priority.
- The characters are scaled down to be proportionate to each other. This lets you know that Shrek is much bigger than his human counterparts.
- The names of the actors are in large print, making them stand out. They are all equal sizes though, showing that all four acters have the same importance in the movie.