Contrast

 
Contrast is created when two elements are different. Elements such as type, color, size, line thickness, shape, or spacing may be different. Designers should avoid too many elements that are completely similar. If two items are not exactly the same, then they should be different. Only the most interesting things on the page, or the most important things, should be emphasized. Other, less important information may be included, but should not look similar to the emphasized information.

In the example above, the title "Car Wash" stands out from everything else on the page. A strong black background was added to help separate the title from the body of the text. The title uses a different font, type, color, and size than any other text on the page.

Analyze the two list above. The two list are exactly the same, but the second list looks much different than the first list. The second list utilizes bold text to separate the list into subsections. It also utilizes elements of good proximity and repetition, which we will be discussing on the following pages.

Advertising Design is:
- Persuading people to buy things that they may not want or need.
- Organizing words, numbers, text, photo, graphics, or any other media is a meaningful order.
- Choosing the best design that will meet the needs and wants of the end users.

- In design, there is never one right answer.
- One answer may be better than another.
- The rightness of any design solution depends mainly on the arrangement of media.

The phrase, A image is Worth a Thousand Words, is true in many respects. Photos and graphics are the only universal language. No matter the language, culture, or society a image can be understood by all.